Everyone is a marketer today. As the ability to distribute your message has become much easier than in times past, there has been much more noise. Anyone can post, tweet or blog. Thus, everyone is marketing something, whether it is their goods or themselves.
While it may feel good to market because of the power and the tools available, is it really good overall? Aren’t buyers (like yourself) keen on what is marketing and what is substance? We know how to block out the noise.
If someone pitches you on vanity metrics such as:
- How many likes you have
- Retweets
- Opens
- List size
then think twice. Marketing is a feel good and the numbers are often about you, not your buyer. The sleight of hand of focusing on activities rather than results is the tool of the marketer.
Inbound Marketing Is Strategic
On the other hand, inbound marketing accounts for how the buyer moves through a systematic process that they like. You are making it convenient for them to get what they want. You present substance not noise.
Of course, this approach is hard work. You have to pay attention and truly understand who your fans are and what they really want. You block out the noise of the marketer and lead instead. Lead them with your value and conviction.
There is thinking around process and being helpful. If you get this kind of permission, then your process produces fans, sales and loyalty. Tuning in requires an intense focus to help people buy.
Just because you have a microphone with every social media system available, should you spam the world? I would say to leave that for the salesmen who don’t have a strategy. Beware of them and do the hard work of connecting, providing value and telling your story. That is what makes tools powerful.
What kind of marketing are you running?
