This is a guest contribution from Karl Staib of Domino Connection.
You’ve probably been at a party where some fool is talking his face off at everyone he meets. He talks about his trip to Spain and how he is such an amazing photographer. He never asks, “What you do or what interests you?” He just blathers on and on about himself.
On a good day I silently chuckle at this guy’s lack of social common sense. On a bad day I snap and scream, “PLEASE listen to me for just 10 seconds!”
When all you do is talk about yourself, you send people running in the other direction. If you don’t care about other people they for sure won’t care about you.
This was how the old school way of marketing worked. Megaphone style.
Many of you might not think of your blog as a business and I understand, but one day you might want to create a ebook, product or use your blog to leverage a new career. When you improve your engagement your blog it becomes a tool to help you level up your life and career.
Spray and Pray
Back in the day, companies used to spray and pray. They sprayed their message in as many places as possible (magazines, newspapers, TV, radio, etc) and prayed that they picked the right advertising spots. Larger companies could afford to pay for market research, so they were able to make sure most of their efforts paid off.
Smaller companies didn’t have this luxury. Straight out of college, I worked in the marketing department for a high pressure valve company. They grossed about 10 million a year in sales. Not too shabby, but nothing compared to the bigger players in the industry.
We had to carefully choose our national magazines and our marketing company told us who read the magazines and which ones we needed to advertise in. We had to believe them. We had nothing else to go on.
This style of marketing has been turned upside down due to blogging and social media. Every business has the opportunity to measure their engagement on their website, email and social media accounts. The problem with all these new tools is we have the wrong attitude toward them. Companies are afraid to be transparent and engage with their customers.
Why? Because it’s hard work.
Mr. Blather Lips, from the introduction, had