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 3 partners within 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.

Even then…

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.

Get involved. Forget no-one. Learn from everyone.

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Head of Interaction and Service Design at DigitalDWP.

4 thoughts on “Judging your own marketing”

  1. Great post as I’m learning about something I know nothing about. I’ve never been exposed to this as I’m usually in a basement coding all day (which was actually a fair description of the last project I worked on).

    The one part that definately rang a bell is about judgeing your brand by nu mber of Twitter followers. What brought this home was that I got 4 new followers as while reading this post & retweeting it. One of them was vaguely to with what generally tweet about / what I’m interested in. So there was 1 in 4 that I will follow back, but how many of them are actually interested in what I have to say…Probably less than 1 in 4.

  2. Although a total newcommer to Twitter I do have this vague uneasy feeling that I’m twittering out into the ether and not much else. I am sure much of that is to do with not really understanding it and how it really works. However, I’ve learned to trust my gut instinct over the years and my gut isn’t saying very positive things to me at the moment. I am struggling to see how such a limited amount of characters can have anything other than a limited impact. Happy to be proved wrong though……….

    On the personal brand side of things, as you know, we are about to embark on a new approach for our company which will get people to see who we are – which is what sells us. (This is according to you so you can’t disagree!!!) I can only imagine that we will judge whether it’s been successful by how much additional business it generates, but I think you are right in what you said in your opening paragraph that time and patience is what is required.

  3. I enjoy Twitter and it most definitely helps me in my / our marketing activities. But ultimately the amount of people that follow me is just a superficial metric in terms of my brand reputation / success.

    I guess, the true test would be to start a brand new venture tomorrow (that’s not related to WooThemes or Radiiate in any way) and then see how many of the people that follow me now, will follow me to the new venture (and contribute to its success / growth).

  4. To be honest, I think it’s naive judging your success on Twitter followers for the simple fact Twitter has become significantly diluted with spam followers. Right now I’m sitting at 490, but I know – especially recently – a lot of those filtering through are people who won’t particularly follow what I’m Tweeting, which, as you know, usually revolves around video games.

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