I was listening recently to a fascinating business speaker, Grant Leboff, as he explained that when Barak Obama was campaigning for the presidency he talked repeatedly about the necessity for change. Yet by the time he assumed office in January 2009 the world of business had already changed – dramatically.
Back in 1990 – a London born computer scientist by the name of Tim Burners-Lee implemented the first successful thread of the World Wide Web and the internet was born. As a result, the biggest change we’ve seen since the industrial revolution occurred during Bill Clinton’s time as President between 1993 and 2001.
When Clinton came to office there were just over 600 websites around the world, by the time he stepped down in 2001 there were over 36 million websites around the globe and business, in particular the way we need to market our products and services, had changed forever.
Cast your minds back – if you can and if you’re too young to remember, ask your mum or dad… When we watched the equivalent of today’s ‘The X Factor’ (Opportunity Knocks) or the equivalent of ‘I’m a Celebrity,,,’ (3-2-1 and Dusty Bin), we had little alternative to Saturday night TV entertainment. We only had four channels to choose from. We had to watch it whilst it was live. The majority of TV sets didn’t even have a remote control… imagine!
With viewing numbers for these shows hitting 18 million on a Saturday night it was an advertising company’s dream come true. Companies could buy their time and shout their messages to the masses. What were the alternatives?
We can now record any one of hundreds of channels. We can pause live TV. We can watch programs on our laptops when we want to and catch up on anything we missed over the internet. What do we do when the adverts come on?… Fast forward!
You can’t just keep SHOUTING your sales messages the old fashioned way and hope to be heard above the noise, and I mean shouting in any form of advertising. You need to be finding new ways of engaging with your clients and prospects.
We used to measure results of marketing based on a R.O.I. (Return On Investment). I’d suggest a better measure today would be an R.O.E. (Return on Engagement). Focus on building your contact database and building relationships.
You need to find new ways to engage with more people and hold their attention. Let people get to know you and trust you – that way, when they’re ready to buy – they come to you and ask for what you have on offer.
How do you do this? You need to focus on your niche. Be the expert in your field. Share your knowledge and information freely. Don’t get too hung up on the idea of security on the web. I know too many people that practice “security by obscurity”. You need to be noticed and you need to be attractive.
The switch to blogging from flogging makes so much sense. It’s how you share your knowledge and allow people to get to know you, trust you and buy from you.
If you need more help or advice or have a question about how to integrate blogging into your business or what to blog about email me firstname.lastname@example.org or call me on 0845 053 4937