By Robert Craven, MD of The Directors' Centre
The current business model being 'sold' (usually by the so-called social media experts) seems to be the following three-line mantra:
• Create the offering, ideally claiming to be some kind of expert
• Do the marketing stuff for a bit, including the compulsory something on a Blog, Twitter, FaceBook or LinkedIn, or ideally all four. Ideally, give something away for free; a squeeze page might be of use. Maybe use Google ads...
• Wait to be found
I am not sure that this is really enough - it is the "wait to be found" bit that worries me most. It makes all sorts of assumptions that -
1. You are targeting the right people
2. Your message is on form
3. There is a community waiting for you
4. You can find the community
5. You are able to engage their attention
6. You don't come across as just more shouting/interruption marketing
7. They are listening today
8. They have the need today
9. Your offer is presented correctly
10. There is a need for your product/service
If only it was as simple as the three-line mantra.
Actually, now I think about it, I am not convinced that line two of the mantra, “Do the marketing stuff...", can be quite so formulaic as is claimed.
And now I think about it properly, the same can be said for line one, "Create the offering".
Might as well just wait to be found...
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