Saturday, 24 January 2009

Why Digital Marketing Is Like Trying To Lose 10lbs.....

Over a year ago my brother David asked me to help him with some marketing. He's been in the vintage clothing business a long time and could see that with the market changes and the high Canadian dollar he was going to have to reinvent himself. He wasn't sure what direction he wanted to take his business in but he knew that for any venture he was going to consider, be it his own clothing company, a consultant in the vintage business, that building his personal brand was going to be key.

That's when he started his blog, "The Art of Vintage Leather Jackets". The blog focuses on the historical and cultural role of vintage leather. It's a pretty interesting blog and Dave always has unique and original takes on stuff.

This morning, I wanted to find read his latest post and went to Google and typed in "vintage leather jackets". And guess what? Dave's blog is now third in the Google search results. THIRD! I mean, how amazing is that? And what's even more amazing is the fact that there are all these companies who are not Dave, that presumably have more resources in people and money than him, ADVERTISING based on the key words 'VINTAGE LEATHER JACKETS'.

This leads me to the very simple question, why the hell aren't all of those companies blogging? I mean, it's free. It's not like it's a full time job although there is some effort involved. And that's when it struck me.

Things like blogging are a discipline. You can't just sluff it off to your ad agency (not if you want it to be successful). It's not a money thing, it's a time and effort thing. It's a determination thing. It's a focus thing.

That goes for community building, engagement, connection - you name it, digital marketing is often about effort.

That's why I think it's like losing 10lbs. It should be the easiest thing in the world to do. Eat less (Nicole tells me 1500 calories a day) and exercise more. That's it. But wouldn't you rather just buy a little blue "lose 10lbs" pill?

Sure you would.

Just as you probably prefer to buy a little blue "traditional advertising" pill for community engagement.

Only one problem with the little blue pills. They never work.

Just remember this, if Dave can do it, so can you. Ok, gotta go. I've got 10lbs of post baby birth weight to lose. ;-)

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