I was reading a post over at Michael Martine’s Remarkablogger blog called “Read This if You Hate Marketing.” In the post he talks about how so many people say they cannot stand marketing and that it pains them to do it–even though that’s what keeps a business alive. Even though the ones complaining are business owners who know that without marketing you can’t make money.
He proposes that newer forms of marketing like blogging and social media are different because they allow you to be yourself and work on the basis that you are building trust and contributing value to potential customers. I happen to agree and it got me thinking–for those averse to more traditional, sales-y forms of marketing, does new media make it feel less icky?
For me, using social media or this blog to reach out to others feels like the most natural thing in the world. It’s conversation, and it’s a way to find out about others–what makes them tick, what keeps them awake at night, what they wish they knew about building a business or working online. It makes sense, after all–it’s social and socializing is supposed to be fun.
I believe that if those who are gun shy about promoting themselves and their products or services would try connecting in this way they would find it to be a lot less stressful. Results are not going to be immediate most of the time and it is absolutely going to take some concentrated effort. But each time you reach out you are building your business’ foundation.
As Michael points out in his post, you are persuading by establishing trust. It’s a gentle process, not a foreceful hard sell. I think that’s where the yucky feelings come from but you are in luck. These newer forms of social marketing are the way forward and we will see less of the traditional methods that leave so many small business owners cold.
What are your thoughts on marketing in this new environment? Do you find it easier? Is traditional marketing something you never minded? I’d particularly like to hear if you feel more or less comfortable participating in the conversational nature that is social media.
Also, be sure to sign up for my free social media e-course if you haven’t already.
Photo Credit: jeremyvaught
{ 6 comments… read them below or add one }
Michael had some excellent thoughts in his article..
Valencio
http://www.EmailCharger.com
I like marketing when it helps match needs to solutions. I also like it when it does what it says what’s on the can. I think it’s also great for shining the light on great things that can otherwise get buried. I like it when marketing is closer to the intrinsic value vs. market value.
I don’t like marketing when it’s pushy. I don’t like marketing when it’s focused on the supply side vs. the demand side. I don’t like marketing when there’s a lack of integrity.
I think the most beautiful marketing is when I see matchmaking between needs and intrinsic value.
J.D. Meier’s last blog post..Avoid Mental Burnout
In today’s world, marketing is embedded into everything else. Invariably, when you have your own business, you are marketing whether you are on Facebook, LinkedIn, Twitter, or another social networking site. The goal is to convince people you’re the best.
@J.D.–Completely agreed. And I actually think social media does this beautifully when it is being used correctly. Meaning, when there’s the absence of that pushiness and it’s more of a helpful exchange. Where someone is offering value in order to build a relationship. Not to get something immediately in return.
@Anthony–Yes, if you are in business and you are using those sites, even if you are casually using them and not directly engaging in marketing activities, you are still marketing. Which makes them so appealing to small business owners. It’s low cost and may not immediately be reflected on the bottom line, but it’s a gradual building of connections and impressions over time as you use them.
Switching from traditional media to social media won’t change anything if you use the same dumb sales tactics.
The real problem is that most people confuse selling and marketing… they think “marketing” is just a more impressive name for “selling”.
It’s not. They’re very different disciplines. They’re complementary and you need BOTH.
But what most small and home-based business owners really mean, when they talk about marketing, is market communications, which is only ONE of SEVEN essential components of the marketing mix.
Until this fundamental ignorance is overcome, the problems it creates will continue… regardless of the media used.
John Counsel
CEO, The Profit Clinic
@John–I would agree that the two (marketing and selling) are different disciplines. They work together. What do you see are the specific tactics people are using that do not get results?
Maybe you can come back and do a guest post about that and the other essential components.