Well, the New Year of marketing is under way. As the clock ticks, you have the opportunity to invest into assets that build a connection and will be working continually for you ongoing even after December 31, 2014. It can be a year of engagement and substance with the right strategies and systems.
When you are in a crowded marketplace, you get squeezed. There is so much noise, and buyers have the ability to tune you out. Ultimately, it is a winner-take-all game. The winners are the ones that truly get engagement from people who are paying attention and caring enough to interact with your content.
The big question to be asking yourself in your marketing strategies are:
Do people want to read my thought leadership?
Is my audience eagerly seeking new content from me?
Am I building assets or just doing one and done campaigns?
Engagement is hard, but it is the narrow path that leads to relationships and trust. It means you are acting human and putting heart and soul into helping people think through the problems they may or may not be able to articulate.
It also means being consistent and persistent. You don’t miss deadlines, and you become anticipated.
Ultimately, your ability to build engagement happens over time. It drives direct business as well as referrals. If you keep giving into the temptation to sell or skip deadlines, then you are hitting the reset button on your marketing. The lack of consistency lowers your positioning in the mind of the buyer.
This is why all of us can’t just start a publishing company. It’s rigorous and has a lot of demands on quality and deadlines to which few are able to commit. But once you have the flywheel going, it creates a steady pipeline of business.
If you are wanting that long-term strategy which keeps paying dividends, then let’s have a conversation.
Or noodle on what we are saying here and throughout our own persistent content. It will help you set the right direction for your business in the coming year.