Head of Interaction and Service Design at @DigitalDWP
Judging your own marketing
After reading Adii’s post about ‘Marketing Substance’, it posed questions in my own mind. How do you judge your own marketing and how do you discover how well it is doing or has done. Building a personal or business brand from scratch is extensive and it takes time and patience. Adii said;
I’ve spent quite a bit of time recently trying to figure out how I can improve the marketing of my personal brand, this blog & my Twitter profile, because let’s face it – things like website traffic & Twitter followers are kind of a ego stroke / boost these days…
I, in recent months have been thinking the same thing. Adii has been blogging for a good few years now and branded himself as the first WordPress Rockstar of which he became known. The branding went a step further when Adii started calling himself Adii Rockstar and even received postal mail addressed to Adii Rockstar – I know, mad eh? But now he’d like to drop the WordPress tag associated with his name and become more known for his entrepreneurial skill and spirit, after all he has accomplished a lot with Woothemes and Radiiate.
In Adii’s instance he has ran a successful blog for approximately 3 years, holds a growing list of over 3000 twitter followers and runs two companies. Breaking that down in to segments you realise that those three things retain a certain type of reader/customer/fan;
His personal blog – Long term reader base reading his entrepreneurial posts about business and life.
His Twitter feed – Links from Woothemes, Communicating with customers and blog readers.
Woothemes / Radiiate – Customers wanting to know about Woothemes as Radiiate is now on the back burner.
Woothemes has it’s own twitter feed as a ‘business’, after all there are 3partnerswithin Woothemes so why would just one person be accountable for 3000 followers? A question to be asked is, if one person from the business used their own personal twitter account for Woothemes, would they have 6000 followers (average) and therefore have a stronger brand?
I think in coming months when we hopefully see a good Twitter Statistical Tracker that we can definitely pin down exactly what “types” of followers we have. You never know that out of 3000 followers you may only have 50 who take notice of what you’re saying.
Twitter in my opinion is definitely not the best thing to base your brand strength on. I commented on Adii’s ‘Marketing Substance’ post saying just that and how personally I’d judge the strength of my brand on my own blog and the comments within along with the amount of articles which have been spread by the community. Surely the dialogue with your readers within your blog shows an amount of respect as those individuals have taken time out of their day to discuss opinions with you in detail.
I honestly do not believe in judging your brand “worth” on the amount of twitter followers, do you honestly think that Gary Vaynerchuck would have over 640’000 followers if it wasn’t for his personal blog or winelibrarytv.com? Do you think Kevin Rose would have over 900’000 followers if it wasn’t for Digg.com?
Leaving Twitter to one side
Success and respect breeds notoriety and notoriety brings brand recognition/growth. One person might have to build an empire before people realise they are there. It is one thing building your brand in one county never mind a country, so pushing for world domination is going to take longer again.
Brands can be marketed by positioning yourself as a professional expert in a field, by spreading the word far and wide and by not letting anything stop you. You most certainly have to be thick skinned as you will pick up haters along the way, but listen to them, learn from them as they still have an opinion and in the long run be true to yourself, your skill and your ability. From this you will grow, people will find out who you are and why you’re there and respect you for it.