How to Beat the Competition?Just Show Up

Leah KinthaertThe cool thing I have noticed about marketing lately is that many people just aren’t doing the stuff they should be. It pretty much leaves an open playing field for those of us who are ready to roll up our sleeves and get our hands dirty. Woody Allen once said, “80 percent of success is just showing up” and that is more true than ever before for marketers. Whether it’s a high conversion rate for a B2B medical software company using snail mail, or a positive response from telemarketing campaigns for magazine subscription renewals – I have come across incidences where some of the most outdated, uncool methods can actually work very well for certain industries. It makes sense – customers are simply not used to getting things like phone calls and snail mail anymore, making them almost a novelty!

The same holds true for digital marketing. A study I read recently showed high conversions for emails sent on Friday nights of all things.  It makes sense, all of us marketers think we’re so smart sending emails out on Tuesday at 7am – and now Tuesday is the new Friday (Or Friday is the new Tuesday, either way you know what I mean). Plus with mobile more and more people are cleaning out their inbox over the weekend or maybe they’re simply bored and want to check email, so the idea of not being able to reach clients on the weekend doesn’t necessarily fly anymore. Blogging is another place where marketers have been dropping the ball. In his post “Your Corporate Website Needs To Become a Trap” Chris Abraham discusses the current “ghost town” of corporate blogging and mentions that it’s a great time to blog right now:

“Blogs are not dead, though there are way fewer corporate blogs than there had been. This is good for you. It’s sort of like the New Year’s resolution everyone makes to go to the gym, clogging the gym for January and February. Soon, though, people lose their motivation and drive and the gym mostly clears out. The blogosphere might have cleared out some but not because blogging has become passé but because people are lazy and uninspired. The Internet is littered with failed attempts at corporate blogging: it’s a ghost town. Why is this good for you? Well, the environment is less competitive for being read but is a thousand-times more ravenous for interesting and shareable content: your blog! As a result, there are folks all over Facebook, Twitter, Fliboard, Pinterest, Google+, LinkedIn, and Tumblr who are looking for things to share to show how smart they are to their followers but no longer blog themselves. So, they poach and poach and steal and share, hoping that what they share reflects their intelligence, insight, and taste. If you play your cards right, you can be one of the links they share on their own profiles as a way of showing how current, insightful, and modern they are — they’ll use your words and insight to prove their mettle — it’s a brilliant trick and an amazing trap. If you play your cards right, your competitors might very well become your best sales force. That’s enough reason to blog: social media runs on the links of other peoples’ content. Make that content yours.”

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