We're dodging buzzwords like they're pouring from the proverbial cliche hive. Everyone wants in on the social marketing/social media action. Blogs, podcasts, user groups for networks -- sure, sounds great. And, when it's done correctly, the impact is undeniable.
Raising your profile through a more enhanced online presence will definitely elevate your reputation as a thought leader, which in turn will boost business awareness.
But here's the catch: To make it happen, we need access to your expertise. This is where a lot of top dogs, head honchos and big cheeses get hung up. They want, for example, to become conspicuous as an authority within their industry. We say, "how about building a blog where you serve up some original thoughts (not just blogspam or the latest viral video)? It doesn't have to be daily, or even weekly, but a steady pace of thoughtful content with genuine industry analysis and critique will give that blog the fuel it needs to build a following."
Then we hear the heavy signs and see the fluttering eyelids. Folks who frequently want it most have the least amount of bandwidth to participate. We understand. You're at the top of the totem pole because you're a pro; finding time to expound on that rather than re-investing that energy into enhancing your business seems like a low priority.
But that's precisely what's changed -- your audience is now actively seeking guidance and insight. If they can't get it from you, they'll seek elsewhere. It's just too easy to find. That said, sparing a few minutes a day to create a poll for an online group discussion, knock out a blog post, or even attempt some modest video production becomes critical to your credibility.
It sounds like a major undertaking, but working it in to your work day is probably easier than you think.
Up Next: Making social marketing participation a habit.
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