The Internet is the first medium invented in 100
years that wasn't invented to make advertisers happy. The connection between
running ads and making money is broken, probably forever.As soon as you take
that out of the equation, everything we understand about marketing, manufacturing,
distribution--it all goes away.
The new era of modern marketing is about the
connection economy, it's about trust, it's about awareness, it's about the fact
that attention is worth way more than it used to be. Attention doesn't come in
nice little bundles anymore.
Think of your marketing and lead generation
activities and channels from a big-picture perspective, not as individual silos
working independently of, or worse, competing with each other. Use them to
boost each other. Include your social media and website URLs on your printed marketed
materials. Use social media to drive traffic to your website.
Use email
marketing to drive repeat traffic to your site. Use your website and blog to
encourage social media follows.
Now, I realize that
you’re a startup business. But your first step with a marketing plan is to
figure out the best description of your customer that you can. Get specific.
Don’t worry about excluding anybody. When you target one person you’ll pick up
outliers. If you target everybody you’ll pick up nobody because your marketing
will feel vague and impersonal.
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