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Are you trying to do all of your marketing yourself?

This is an unusual day for me. Normally Frank Reed mans this spot each Friday, but he needed a day off, so I am filling in. And it makes me realize how much I depend on Frank and on my other blog contributors to keep this thing running every day. We post almost every business day, except when I am on vacation (like next week–see you on May 2), and it could become a real grind if I needed to do it all myself. It can feel overwhelming, like you are all by yourself in the vast expanse of work with no one else to help. But I don’t need to do it alone. And that’s what I want to talk to you about today. Marketing is very hard, so the more help you can get, the better.

So, I’ve given one way to get help—ask for volunteers. I attracted enough of a following on my blog that a few crazies decided that they wanted to write for it, too. They get a bit more exposure than if they stuck to writing only for their own blogs, and I get a break from the daily grind—often with a higher-quality post than I would have produced myself. And always one with a different point of view, which is good for the blogger, for me, and most important of all, for you, my reader.

Of course, you can always hire someone, if you can afford it. You might hire someone to help do your marketing, or you could hire someone to do the things you are doing that prevent you from doing all the marketing, freeing up your time for that.

But for most of us, it isn’t that easy to get volunteers from outside your business to help you with marketing. And you might not be able to afford to hire someone new. So what can you do?

Get volunteers from the two places that are most overlooked. If you have other people working in your business, the best place to get help is your co-workers. And the second best is your customers. But how do you get these two groups to do your marketing job for you?

Usually the easiest way is through social media. I have a client who just ran a contest for the best video submission. Customers are doing their marketing for them. I have another client who has provided training for vast numbers of their employees to learn social media skills. Their employees are doing their marketing for them. I have another client who uses their PR team to create ideas in social media that their employees can run with. Guess who is doing their marketing?

You get the idea. You can leverage customers and employees to do a lot more marketing for you then you can ever do yourself. And a side benefit is that your prospects will often find them more credible than you, because marketing for you is not their jobs. But even if these examples are not realistic for you, don’t give up. Take the attitude that you are destined to have other people do your marketing for you. Your job is to figure out how.

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Mike Moran

Mike Moran is an expert in digital marketing, search technology, social media, text analytics, web personalization, and web metrics, who, as a Certified Speaking Professional, regularly makes speaking appearances. Mike’s previous appearances include keynote speaking appearances worldwide. Mike serves as a senior strategist for Converseon, an AI powered consumer intelligence technology and consulting firm. He is also a senior strategist for SoloSegment, a marketing automation software solutions and services firm. Mike also serves as a member of the Board of Directors of SEMPO. Mike spent 30 years at IBM, rising to Distinguished Engineer, an executive-level technical position. Mike held various roles in his IBM career, including eight years at IBM’s customer-facing website, ibm.com, most recently as the Manager of ibm.com Web Experience, where he led 65 information architects, web designers, webmasters, programmers, and technical architects around the world. Mike's newest book is Outside-In Marketing with world-renowned author James Mathewson. He is co-author of the best-selling Search Engine Marketing, Inc. (with fellow search marketing expert Bill Hunt), now in its Third Edition. Mike is also the author of the acclaimed internet marketing book, Do It Wrong Quickly: How the Web Changes the Old Marketing Rules, named one of best business books of 2007 by the Miami Herald. Mike founded and writes for Biznology® and writes regularly for other blogs. In addition to Mike’s broad technical background, he holds an Advanced Certificate in Market Management Practice from the Royal UK Charter Institute of Marketing and is a Visiting Lecturer at the University of Virginia’s Darden School of Business. He also teaches at Rutgers Business School. He is a Senior Fellow at the Society for New Communications Research. Mike worked at ibm.com from 1998 through 2006, pioneering IBM’s successful search marketing program. IBM’s website of over two million pages was a classic “big company” website that has traditionally been difficult to optimize for search marketing. Mike, working with Bill Hunt, developed a strategy for search engine marketing that works for any business, large or small. Moran and Hunt spearheaded IBM’s content improvement that has resulted in dramatic gains in traffic from Google and other internet portals.

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