18th Century Marketing in the 21st Century

Who, at ASHI National, wrote this for the newsletter?

“Although a relatively new phenomenon, social media is rapidly turning into a vital part of the modern marketing mix. Speaking of the so called social media revolution, nowadays managing a flexible presence on each of the “BIG FOUR” (Facebook, Twitter, LinkedIn and Pinterest), has become a MUST for any marketer striving to bring his or her business up to speed.”

Is national’s management still in social media denial?

Really? Do you really think social media is a “relatively new phenomenon”? Is rapidly turning? So called “social media revolution”? I hope home inspectors don’t believe that how we share and communicate in 2014 is “so called” or is “turning” social?

It’s turned (not is turning) and it’s not “so called” – it’s here and real. If you are stuck in a 1981 mode of marketing your home inspection business and you aren’t PROACTIVE now, this very minute – – you are losing money – big time money.

Professional Inspectors GroupNo two inspectors use the same marketing technique, true enough. But – if you’re still carving your name on clay tablets or dipping your feather in an ink well – you might want to go ahead and call the paramedics now – you’re toast. Get the undertaker!

Social sharing websites (and how they operate) attract different personalities and different types of clientele (people you might want to market to) – what happens in Facebook; the conversations, the methods of reach, the look and feel of the site is completely different than inside Google+. Using Twitter to get your “word out” is effective for some types of messages and isn’t as effective for others. The web designers here at LinkedIn created a site based on a totally different user focus than Facebook (originally built in the college environment).

Google+, (some say is “Facebook-on-steroids”) probably has the most ROI for your time and effort. This is true primarily because of the way FB has designed (structured) their site. It’s built behind a “stone wall” of sorts. What you say and share on your personal wall or in their group settings won’t be seen or heard outside of their website (the broader internet). In other words – you can’t drop into Internet Explorer or any other search browser and find the pictures, stories, videos, etc you share on FB (unless you’ve created a business page) – their model of doing business is to limit the content and force you to join their ranks. Furthermore – even though you’ve created a business page on FB – the content you share through your business page won’t be shown to your friends on Facebook unless you pay Facebook. Oh, sure – it’ll be seen by a few – but for the time you spend sharing – unless you open your wallet – Facebook reach is limited to other Facebook users.

Google+, however, has been designed to share – openly – with the broader internet. That’s not to say you can’t create your content and make it private on G+ (if privacy is what you want) – you can. But that function is left to the user, as a right or an option, rather than a limit.

So the takeaway – stay up on the changing developments within social – it’s here, now and present – we no longer communicate using 20th century methods – or 19th century or 18th century. Print is out! Digital is in. The phone book yellow page is dead. This is the 21st century – you best be catching up or you’re already left behind (I guess since you’re reading this now is a sign you’re moving in the right direction).

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