Unlike mainstream marketing thinking, what I have been doing has cost very little money and utilizes new tools to reach people in the new places they are spending their time. More importantly, the leverage in selling resides disproportionately with the buyer these days. They have instant access to information about you, your competitors, and even the ability to connect with your current and former customers all without your help or involvement. Understand this is reality and embrace it.
So, what should you do if you are trying to sell something, launch something new, or just expand market share within existing target market? Set up and make use of a Listening & Engagement Framework. Check out my previous posts on it to understand what the heck I am talking about.
I have been making extensive use of this type of framework at Gist and put together the presentation embedded here to highlight both what we have been doing as well as the thinking and assumptions behind it all. Check it out and let me know thoughts and feedback. One thing I have learned is that the rules are still being written and best practices emerge daily on the best way to use all this stuff as a business.