Bill Walton, the legendary NBA star, was quoted “Never mistake activity for achievement." (Somehow I feel that he may not have been the first one to say it…) With the incredible communication tools available through “the internets” I sometimes feel that I might be trapped in that conundrum.
Seth Godin wrote in his blog the other day that “the stuff you do online doesn't cost money. In the old days, money added friction. Money made you choosy. Money ensured that you valued your marketing efforts appropriately, because if they didn't work, they cost you money.”
How true. Reading and posting and linking and networking and connecting and commenting and podcasting and link-blurbling and tweeting and Plaxoing online all feel like essential marketing tasks. They certainly keep you busy enough to eat up an entire day if you let it.
But are these activities getting in the way of “revenue-producing” action?
Oh, I can rationalize pretty well that the online work I'm doing is actually leading me where I want to go: making contacts, expanding my network, and giving me a “presence” in my prospective clients’ minds. But is it working? Is the balance between networking and prospecting being addressed?
For small organizations like mine, the internet represents the opportunity for a HUGE increase in leverage. One person with a blog or a lot of followers or friends can reach more people, more quickly, than ever before. For free (or close to it). Big brands or giant organizations that have always used their clout to SHOUT their message are LOSING leverage as the internet splinters the shouting, niches the message, and creates side roads that are a much more direct route to the buyers interests.
So am I doing the right thing? I return to Seth Godin: “Getting your ducks in a row is not nearly as powerful as actually doing something with your duck.”
“This is no time to hide in the bunker. Be visible, upbeat, and energetic."
- Stefan Stern, Financial Times columnist
HAPPY HOLIDAYS