Some people get a little shocked when I tell them that I rarely prepare my presentations for a speaking engagement until just a couple of days before the event (Sorry, I know this frazzles some event organizers who request copies of decks before events). The reason for this is simple, although I have my core concepts and messages down, the world I live in is moving so fast that I feel like I almost HAVE to wait until the last minute in order for me to have the most relevant, up to date information, examples, etc in my presentation. I like the edge, and I find that the people who show up to listen like it as well. I do my best to stay relevant in a fast moving marketing & media landscape.
Are you in a fast moving market? Not all markets move fast, but almost every industry is evolving faster than it ever has before. Every industry has a voice, has its leaders, and has its events. Hopefully your organization has an active voice, is looked at as a leader in your space, and shows up at key industry events to build relationships. In this economic climate, you need to remain relevant and on the edge, now more than ever. Here are three reasons why its critical to stay in the eyes and ears of your prospects, customers and the media:
1. People Like Working with Leaders.
It’s true. People like working with companies that help to define their market and their industry. It’s important to be on the edge in your industry, and ensure that you are perceived as a market leader to the rest of the world. Make yourself a leader, make yourself the expert. This takes time, dedication and a lot of effort, but now more than ever before, the landscape has shifted and opened up incredible opportunities for gaining exposure and maximizing thought leadership opportunities. I can’t stress this enough.
2. Stale Marketing Communications = Not Interested.
Think about it, if you are archaic in your marketing and communications approach, it SCREAMS to the rest of the world, “We are not interested in our business.” Harsh, but true. Even though you are interested, a lack of engagement, awareness, and steady communication coming from your organization puts you in the dark ages with how fast things are moving today.
If you still don’t have a blog that is actively being updated with good content, if you are not sending out a monthly email newsletter to your customers and prospects and keeping them in the loop on whats happening, if you are not participating, speaking, and engaging at key industry events, if you are still second guessing the power of how services like twitter, facebook, Linkedin, etc can help your business, and if it makes absolutely no sense to you why anyone would even spend time with these tools, you are at a GREAT deficit in your industry.
In fact, for people in slower moving industries, this is one of those rare moments in time when you have one of the greatest advantages EVER, right now, to “get it,” and LEAP ahead of your competition. Now is the time to use all of the tools available to you and communicate your organizations message, engage with your base, and get out there and get in front of people.
3. Brands Need Personality
Now more than ever its more important to bring personality to your brand, no matter the industry. This is another key trend that smart marketers get. As we continue to move into a transparent world, your brand needs to have a voice, a personality, and the culture of your organization needs to be known to the outside world.
Think about it, at the end of the day, people don’t work with companies, people work with people. To me this is truly the ultimate gem in using the social web for business. It’s about building relationships. People connecting with other people and bridging the digital divide in person.
Every brand has a personality, and its the people that work for the organization that make up its personality. Aligning your entire team with your market vision and getting them engaged with your base only amplifies the signal of your organization.
There are many other reasons and ways to stay relevant in your space, and thats why we have comments! I would love to hear your thoughts and opinions below. Thanks for reading.