Changing Lanes
Tell me if this has ever happened to you: You’re driving home from work on the highway and you find yourself behind someone who is driving considerably under the speed limit. Unfortunately, you realize, many of those behind you have noticed this before you and are now quickly changing lanes, which prevents you from doing so safely. To make matters more complicated you realize that once you can change lanes safely and get in front of the slow driver, you may risk missing your exit. So, do you deal with the annoyance of driving well below the speed limit until you get to your exit or do you take the risk and try to pass the driver?
You may wonder what this has to do with marketing. We’re faced with this sort of dilemma all the time. Sometimes we aren’t paying attention and opportunities pass us by or our competition has gotten there first and then we are trying to play catch up. Sometimes we are afraid to move over because we are comfortable and the unknown can be scary. Or maybe we’re afraid that we just don’t have what it takes under the hood right now to change lanes (and maybe we’re right). Finally, how do we know that this thing everyone is chasing isn’t just some fad that will only waste our time?
Here’s some advice for approaching this particular dilemma in today’s ever changing marketing environment:
- Pay attention! We live in the age of information. You have no excuse not to be keeping tabs on emerging marketing trends and technology. Take some time everyday to read a marketing blog or two. (May I suggest Seth Godin to start with?)Download a whitepaper or two every week.
- Making changes can be scary, but what is even scarier is losing marketing opportunities and hence revenue. Maybe your marketing strategy worked at the beginning of the century (that was only nine years ago!), but we have entered into a new decade. Try to incorporate some new strategies like using social media. Let me say one word GEN Y (ok…that may be two), this generation is hard wired for social media and guess what they are entering the workforce and are becoming the decision makers.
- Maybe you think you don’t have the resources (people/money) to make any changes right now. I strongly recommend that you take another look. There are many resources available that you may not be aware of. Did you know that companies like Microsoft offer free software and help for companies that meet specific criteria? Join Facebook, Twitter and start a blog—they don’t cost a penny! Look to your staff. You may have a blogger among you just waiting to get out. In this day and age everyone in your company should be a marketer.
- Be careful to avoid the temptation to jump on every new fad that comes along—keeping up to date will help you know the difference between a passing fad and an opportunity.
- Sometimes, the best strategy is the one you’re already executing.
My last bits of advice: Enjoy the ride! Your passion for what you do will take your marketing plan farther than any other strategy.
