I heard that from someone much wiser than me. (So that doesn’t really narrow it down). Nevertheless, it stuck with me.
At its core, marketing is not about who you know. That’s called networking and sales. Marketing is the larger strategy that encompasses networking and sales, and its endgame is people knowing you, which brings in customers, which brings in money.
Entrepreneur Magazine defines marketing like this: Marketing is a form of communication between you and your customers with the goal of selling your product or service to them. Communicating the value of your product or service is a key aspect of marketing.
Just because you know people doesn’t mean that 1.) They are aware of the full scope of your products or services, or 2.) That they are aware your products or services adds value to them.
Sales & networking is important. But sales & networking is you seeking customers. Good marketing results in customers seeking you.
Think about the evolution of job hunting. In the good ol’ days, you would walk into a business and introduce yourself to the manager and apply for a job. You would seek out that opportunity. In 2016, you can use LinkedIn and other resources to market yourself, and employers will find you and share job opportunities with you.
If I may toot my own horn…Recently, someone sought me out for a video project. I didn’t know him, but he knew me. He knew my name, what we do at High Road Digital, and had seen our video work. In marketing, it’s not about how many people you know. It’s about how many people know you.
Do people know you? When they have a need do they think of your product or service? Are you on the top of their mind? If you want to answer these questions, I have some ideas for you.