The 80/20 Rule: Inbound Marketing and Social Media Management
Inbound Marketing, Social Media Management, and Spreading Your Wings!
As I have noted in previous articles, there is a lot of talk about social media. In fact, social media is everywhere.
Interestingly, there seems to be just as much talk about inbound marketing. In fact, it is not unusual for me to receive as many of 60 to 75 Google Alerts for the search term inbound marketing at any point during the day. Yes, social media is an integral competent of a well-constructed inbound marketing strategy but social media is also a force in and of itself.
Both social media and inbound marketing are incredibly popular right now and undoubtedly will be for the foreseeable future.
The question that immediately comes to mind as I look through my Google Alerts several times a day is this:
With all of this noise related to social media and inbound marketing, is anyone saying anything interesting, provocative, and/or different being said?
The answer is an unequivocal…No!
I spend a great deal of time reviewing the thoughts and ideas of others each and every day (i.e., articles, videos, blog posts, social media conversations, and yes, even tweets).
The information generally falls into one of four categories:
- These are the inbound marketing consultants and social media managers who are really trying to “get it” and, for the most part, are developing their own voice and a distinctive identity. These are the inbound marketers who will make it…or at least have a great shot at success. These inbound marketing consultants are developing The Ultimate Internet Image! Sorry, it was just too easy. I wouldn’t consider myself much of a marketer if I hadn’t put it that way. Talk about a layup!
- These are the inbound marketing consultants and social media managers individuals who are trying to “get it” but are, in large measure, quoting the party-line, parroting what the “big boys” are saying with little real identity of their own. If these individuals don’t take the time to find themselves and their own distinct identity, it is unlikely that they will make it long term.
- These are the inbound marketing consultants and social media managers who are simply parroting what others are saying and writing with little thought and no real identity of their own. These people are undoubtedly in inbound marketing because they see an opportunity but they are neither putting in the time nor the effort. Or, they just don’t “get it” and really aren’t cut out for sales and marketing.
- These are the individuals, I wouldn’t really even call them inbound marketing consultants and social media managers, who are in it because it is the “in thing”; and, they see a way to make a quick buck by setting up an online store front and outsourcing everything. These individuals are hoping to hit a home run and then see where it takes them; or get out. These wannabe marketers don’t “get it” at all and do little but contribute to the noise. Additionally, they muck things up for those really dedicated to serving their clients and improving the image and reputation of inbound marketing consulting and social media management.
If you think I am being harsh or out of line? Think about what I have just described in the context of The 80/20 Rule, it makes perfect sense.
The question you need to ask yourself is this:
What bracket am I in?
And then:
Am I attempting to find my own voice and create my own distinctive Internet image? Or, am I simply rewriting what hundreds of others are saying and writing, contributing little if anything to your own inbound marketing consulting firm or social media management business.
The top 20% have a real shot but there comes a time in every child’s life when they have to step out from under their parent’s shadow and make a name for themselves.
The same is true in sports, education, and business!
So, my next question is this:
Whose shadow are you standing in?
Perhaps you are hiding in it because it is comfortable? When are you going to step out of the shadow and find your own voice and, along with it, The Ultimate Internet Image?
Something to think about as we go forward into a new season with, hopefully, a new mindset.
Find your own voice and your own identity; and become part of the 20%, leaving the 80% behind!
Michael Gerber and The E Myth Revisted
While there is some debate regarding some of the key points Michael Gerber makes in The E Myth Revisted, there can be little doubt about his contention that, “small businesses in the United States simply do not work, the people who own them do!”
Michael Gerber goes on to point out that people in business are working…“the problem is, they are doing the wrong work.”
I would ask you this:
What sort of work are you doing?
Why?
Because if you are doing the “wrong work,” you will almost certainly fail in business, any business!
Gerber notes that:
“Every year, over a million people in this country start a business of some sort. Statistics tell us that by the end of the first year at least 40% of them will be out of business. Within 5 years, more than 80% of them. 800,000 will have failed. And the rest of the bad news is, if you own a small business that has managed to survive for 5 years or more? Don’t breath a sigh of relief! Because more than 80% of the small businesses that survive the first 5 years fail in the second 5!”
Why is this important and appropriate to the topic of this article?
Because if you cannot find your own voice and run your own business in your own way; thus establishing a unique identity, how are you going to help your clients do the same?
I have stated time and time again that we take on a scared trust as inbound marketing consultants.
We are not only responsible for our own well-being, and that of our families, we are also responsible for the well-being of our employees. And, by extention, we are responsible for the well-being of the families of our employees as well.
What we do has a broad impact!
Our efforts will often determine whether or not our client remains in business. Significantly, that can have a ripple effect throughout an entire community. I have been down this road before but it cannot be overstated.
So, we not only have our inbound marketing consultancy or social media management business to worry about, we have every one of our clients’ businesses to worry about as well.
I would argue that if you are still searching for your own voice and your own identity?
It may be next to impossible to help others find and/or create theirs!
As you step out of your mentor’s or your corporate sponsor’s shadow and extablish your own unique identity, you will discover a whole new world opening up to and for you.
Yes, we all need mentors and we all need others to refer to and to mastermind with. However, there comes a time when even the parents know it is time to throw the adolescent out of the nest.
I would suggest that you take those first steps or take that first flight…sooner rather than later!
You will be glad you did and I would be willing to bet that you never look back…on your way to The Ultimate Internet Image.
Good luck and let me know what you think!
Thank you in advance for your comment and don’t forget to share it with your social media friends!
John Zajaros
The Ultimate Internet Image
Lakewood, Ohio 44107
Skype: johnzajaros1
216-712-7004
