paradigm shifting, backwards.

The information tsunami continues unabated. The massive volume of Internet-posted data, videos, music, updates, connections, and communication in what has become a myriad of social media forms, challenges the professional marketer to keep up or forever be passed by.

Nearly 200 million emails are sent every minute. In that same 60 seconds, more than 600 videos are posted to YouTube, representing more than 25 hours of content. There are now over 1 billion Facebook users — growing at a faster rate than the populations of every major country on Earth.

In an era known as “big data,” finding the small nuggets of relevancy to your positioning, branding, and interactions with your clients is becoming more and more difficult. The time spent sifting (more like wading) through even the simple filters like Google’s “Alerts” can be time better spent connecting directly with the information needs of your clients and potential clients.

How we think about communication has to shift. Every day, we are inundated with well-intentioned e-news, seasonal greetings, and just plain spam. I find myself unsubscribing sending more and more outreach-oriented email from senders I know and respect — or worse, simply flagging them into my spam filter. No disrespect, but I don’t have the time or energy to waste.

If you want to reach me, know me first. Send something personal, but not a solicitation. Pre-email, a solid outreach strategy was snail-mailing a reprint of an interesting article to a client or prospect. Hand-written thank you notes were seen as a positive reflection of character. Both can still be used in technology-enabled communication. But connect with me first. Let me opt into the conversation.

I may be old school (well, certainly old), but I believe we can still be personal. Social connectors like LinkedIn give you access to the ever-shrinking degrees of separation. Find a personal connection to those who lead, manage, and interact with your professional service. Don’t make them try to find you in the clutter and chaff of the data deluge.

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I have been active in the building industry for more than 35 years, holding leadership roles in design, project management, marketing, business development, strategic planning, and operations.