Remember: only the “Media” in “New Media” is actually new
Online marketing is still a tough pill for some business owners to take. Over lunch at a conference, a woman at my table was talking about how uncomfortable all this new technology marketing was making her. She lamented for the “old days” before all this digital media came along.
So I told her about my grandfather.
Back in the 1950’s my grandfather was in the jewelry business and he drove around to different towns and talked to people about jewelry — answering questions, telling them what to look for, what the identifying signs of quality were. A couple of times they even took his picture for local papers, talking to people or helping a young lady try on a beautiful new necklace.
In his own way, 60 years ago, my grandfather was a blogger. He made his living by sharing his expertise and his perspective on issues and questions that were important to his customers. The only difference between what he did and what I do is that he did most of his blogging standing in front of small groups of people were I do most of mine sitting in front of my MacBook.
Blogging and social media as technology may still be fairly new but the hows and whys they work as marketing devices are actually throwbacks to the old days. It’s about building relationships, about sharing experiences, answering questions and adding value.
In my opinion, if anything poisoned the water, it was the “collateral is king” attitude of the 80’s and 90’s, which made many marketers lazy and ineffectual.
But now that brochures and other “traditional” print collateral are ineffective as marketing devices, many small business people are lost without their old crutch and adopting this “new online marketing” is a frightening prospect.
Just remember, the new marketing isn’t new — all we’re asking is for you to engage your audience and leverage your experience to create informative content. If the new technology is scary, that’s OK, you can always hire someone to push the buttons for you. As long as the content comes from you, you’re in great shape to succeed.