I learnt a long time ago that the world didn’t owe me a living, I had to earn that right. That philosophy is even more important today because of the rise of the internet and social media.
Your business may have a long heritage of providing solutions within your marketplace but that means nothing if people searching for those solutions, can’t find you or your products and service are no longer relevant (just ask Kodak).
In a recent report Constellation Research stated that since 2000 more than half of all Fortune 500 companies in the US have gone bankrupt, no longer exist, been acquired or dropped off the list, a result they say of digital technology disrupting traditional business models and companies being too slow to react to the impact. You can download the accompanying White Paper here, it makes interesting reading.
One way to prevent this happening to your own business is to embrace digital marketing to help raise your voice above the noise of the competition and engage directly with your audience.
But why should anyone listen to what you have to say? Well, because you have a story to tell, a story that people will find interesting and will want to know more. However in order to do that you need to have a vision and a plan on how you intend to tell that story.
I attended a recent event where the audience consisted mainly of representatives from professional services companies, at the end of the day after several presentations and hours of networking I found it very difficult to differentiate one business from another, they just seemed to merge together into one homogeneous mass.
Ok, I know that there may be compliance issues that restrict creativity but it seems to me that if one business in that room had a vision and a voice that separated them from the rest of their competitors, a vision and a voice that helped increase engagement with their audience and really made that audience feel that they mattered, then they would start to take market share away from their competitors.
Companies that are really successful in today’s markets think differently. They understand digital marketing and the power of the internet and social media channels and harness that power for their own benefit and the benefit of their customers and clients.
They create a two-way communication path that allows them to understand what’s important to their client base and prevents any surprises along the way.
Perhaps the best thing your business could invest in this year is a soap box and a megaphone (or the digital equivalent).