New Rules of Marketing
By
The New Rules of Marketing was a session I attended at the ICF conference in Montreal last month. The presenter was Jan Marie Dore of Toronto who calls herself the Women Entrepreneurs Success Coach. She led a content laden discussion. Jan was correct in telling her audience that the world of marketing has changed. The old way was to be a generalist for the masses, to push your message out there and to deliver sales promotions. Today these strategies backfire.
Today’s marketing world is one of content, information and education. Successful marketers now must brand themselves as thought leaders. This means that you must niche and engage in two way conversations. The new marketing is attraction based marketing which requires you to educate and entertain those who have chosen to be in relationship with you.
So here are the rules as presented by Jan Marie -
1. You content is your most valuable asset.
2. You create your brand as a thought leader through the wise use of your content.
3. You launch your thought leadership campaign using the internet.
4. You leverage new media channels to take your story to market.
If this sounds overwhelming to you, it is helpful to remember that this is done strategically. When you create content, you use it in many ways. For example, you write an article then create a podcast of yourself reading the article. Later you turn this same content into a teleclass which you record and then use as a free gift for subscribers. Perhaps you hire a business coach to help you navigate through new media that you have not used before.
This ICF session was booked as a wisdom circle which meant that a large part of the session was audience discussion and the ideas were definately flowing. This was the first time I truly experienced the international flavor of the ICF. I was in a group of eight coaches for discussion and was the only US coach in the group. That was enlightening to say the least and one of the joys of the new rules of marketing is that technology brings us all together in one community.
Here’s your coaching question for today - What do you need to do to bring the new rules of marketing into your business? Please post your answers/comments here.
