Marketing is about connecting with a community ... your community.
Seth Godin (again!) blogs about this concept in his post: No Business Model.
The concept I have found myself trying to convince people of is that authentic content that is really relevant to a key group of people within your target market is much, much more valuable than a huge email blast spam campaign.
The problem is that people are comfortable with buying a list and sending a bunch of postcards... or emails...ugh. It's all about instant gratification..."we sent the emails on Tuesday, so then we should start seeing their effectiveness today..."
Instead, connecting to your community is a longer process, it takes a commitment to that group, it takes authentic content...stuff people really want to know.
It is slower, harder work...and a much more sustainable approach to growing your business.
I know it seems weird to embark on a project that won't give you immediate ROI numbers this week...but in six months...well, in six months you won't know where you will be either because if you are REALLY committed to authentic interaction with a group, they will take you places you never knew you would go.
Want to give it a try?
Thursday, August 23, 2007
Subscribe to:
Posts (Atom)