I recently attended a half day of training focused on the roles and nuances within the business networking group I belong to. While extremely enlightening and really useful as I work to get a grip on my new role as president in my chapter, I’m struck afresh by the spectrum of differences that we each have as humans. In the case of the discussions I had, they focused on personality types and learning styles as they pertain to the other members of the group. Extend those classifications to digital marketing, especially as an entrepreneur, and you can begin to feel overwhelmed. It’s one thing to write, say, a message for an email campaign in four different ways to accommodate four personality types, but take the personalization further to learning styles, cultural and generational differences, best channel for communication, etc. and you just might feel that going back to a broadcast “one-size-fits-all” style is just easier, and it used to work OK, so just go for it. Or maybe walking around wearing a sandwich board!
I belong to a few business and networking groups, as well as a service organization. Only at one of them do I have the luxury of spending time with the members (about 25) on a weekly basis and the ongoing encouragement to get together with a couple of them every week to really get to know them, their businesses and their lives. I am able to connect and as a result I feel almost as invested in their work as they are (I’m still working on birthdays and favorite foods, but, hey, we’ll get there!). I am fans of them and their work and actively seek out ways to promote and assist each one, if I can.
Nothing gets your hackles up more than spotting a post that you passionately disagree with. You smack the REPLY link and start banging away on your keyboard….you’ll set ’em straight!
Aren’t social media grand?
Well, while controversy does ignite content, and can fascinate and engage people in a way few other approaches can, it is not a sustainable strategy for your business. Passion is one thing, screaming online is another.
As if things aren’t hard enough for entrepreneurs and small business folks, the challenges of digital presence and discoverability just keep mutating. I just started reading Mark Schaefer’s new book, “The Content Code” in which he describes this evolution of digital marketing so far.