Self Promotion in the Internet age

I have been reading a fair amount of Seth Godin's writings lately*, so naturally I have been thinking a lot about how things have changed with in the age of the Internet.  One of the things that has changed, or evolved, is the common criticism that marketers used to face is that they were lousy about marketing themselves. 

I think that there are many reasons for this.  Primarily though, most of us are by nature shy about tooting our own horn.  As marketers, we are used to putting the brand, the company, the client, and/or the CEO out front, as we stand behind them and whisper in their ear.  Stepping out into the spotlight seemed inappropriate somehow. 

Things have changed a bit now in this wired world of the internet with its many variations and iterations.  Now it is easier than ever for us to "market ourselves" by showcasing our work.  No longer does self-promotion need to be about passnig out variations of your resume.  Now, via blogs or websites you can showcase the work you have done and make sure those who are interested know it was you who created it.  Now, via networking sites such as LinkedIn, you can update your contacts on your achievements without having to worry about shoving a vitae in their faces.  You can even have your contacts pubicly recommend you.

Make no mistake, self promotion is still extremely important.  Good self promotion also still takes effort and attention.  Its just that the focus can now be more on the work you do, which is something I think many of us feel more comfortable with!

* If you consider yourself a marketer and are not reading Seth Godin these days, you should probably reconsider!

It's all about relationships

It really all comes down to relationships.  Everything.  I am fond of saying that everything is marketing (hence the name of this blog) and since marketing is really about developing relationships, everything really is about relationships.  If you have a solid relationship with your customers, they will

• more readily believe what you say
• trust your products or services
• more easily forgive customer service gaffes or the occassional faulty product
• provide you with the holy grail of marketing - positive word-of-mouth messages

If you don't have a solid relationship with your customers, or if you damage that relationship, you will

• have to spend a lot more in time and resources to get your message accross
• will be at a competitive disadvantage, even compared to unknown products and brands
• find out just how ineffective marketing can be in the absence of a connection to the customer
• risk experiencing the definition of marketing hell -- negative word-of-mouth messages

There are few investments that have a better long-term ROI than investments in genuine, positive relationships with customers.

Palin: Marketing Genius or Public Spectacle

One of the questions that arise from the barrage of media attention Sarah Palin is getting for her book, Going Rogue, is whether she is a media clown or a PR genius.  Most of the political ilk would love to command the media attention that she is getting (although many from both sides of the political spectrum will tell you how they would make better use of that attention.) Meanwhile many in the general public don't know quite to make of the former governor.  Nevertheless, they eagerly watch every video clip and read every news story that has her name in the headline. 

I have to confess that I am of two minds on the subject of Governor Palin's publicity.  Few in the public eye can generate the meda attention that Gov. Palin has, especially with virtually no specific objective other than to sell her book (and the persisitant question of whether she is auditioning for Obama's job or Oprah's?)  She seems to have mastered the ability to generate the viral soundbite or videoclip.  Both get passed around with fervor and passion by supporters and detracotors alike.  Nevertheless, it seems to me that her media attenition has a definate half-life.  Since so much of her book and the subsequent press is about past events and her response to those past events, there is little substance left for a second or third act. 

Like Governor Palin, if your company or organization wants a sustainable media presence, you need a couple of things.  First, like Gov. Palin, it is helpful to have some element (a reputation, a product, an event, a leader) that captures the attention of the public and (perhaps more importantly) the meida.  Second, you need to have a message or a story that you share.  If your story, like Gov. Palin's, is focused primarily on the past, (here's what we've done, these are the awards we've won, etc.) the attention you generate will be short-lived.  However, if you focus on the future (this is what we are going to do for you, Mr. Customer) then the media "buzz" you generate will have some life to it.  That is the marketing difference between Going Rogue and The Audacity of Hope.  The first looks backward and the second looks forward.