It’s 2010, simply understanding social media is no longer enough. We’re now at the final stages before most businesses create and maintain their online presence. An increasing number of business owners understand that engaging with their existing and potential clients though is as important as being in the “increasingly obsolete” yellow pages was just a few short years ago.
One of the most important questions you need to ask yourself right now is: How are you going to maintain your competitive edge? Stats show over 15 thousand social media experts on Twitter alone. What are you going to offer that the countless social media strategist currently don’t? You’re going to really have to sharpen your skills and focus on your added value. Setting you’re clients up with social profiles, writing content and simple social participation just isn’t going to fly in 2010. Most think it’s about talking and engaging, but it’s also about taking a back seat. I’ve met too many social strategists who still haven’t fully understood the power of competitive intelligence. Learn to listen, gather and assess the information available in the industry you’re focusing on. Are competing offering a free trials, contests, downloads or invites to their service? At worst you’ll find out that no one’s really in on the action, giving you prime opportunity to step in and make an impact.
Sharpening Your Competitive Edges
Personally, 2010 is a year where I’m fully focused on 2 major aspects of increasing my brand and business. The first is by being available to offer hands on workshops. The size of the crowd doesn't matter. 5, 10, 30 attendees or packed auditoriums, it’s really about connecting with as people in a direct situation and making sure they leave knowing a lot more than they started with. Remember my motto, Happy people don’t complain.
The second area I’ve set as a main focus point is on-site training. The one thing that experience has taught me is that I’ll never know a client’s businesses as well as they do. I would much rather give them the tools and training to succeed online as opposed to spending countless hours understanding every feature they’re product has to offer.
Knowing and sticking to my offering allows me to establish a reputation in our rapidly expanding industry and more importantly, solidifying Oren Todoros New Media Consulting as key brand within the new media marketing industry.
1-UP Your Offering
So it’s clear that prioritizing your offering as a social marketer is a must. Next time you’re in a situation where you need to pitch a client, try a targeted approach by choosing 1 or 2 points you excel at; video, email, newsletters, social, PR, whatever you know is your forte rather than the “full menu” approach. Integrate you’re targeted offerings into every aspect of your business.
Social media marketers need to understand that within the next few years, the industry we’ve labeled as “social media” will be known as just “good business”.
Interesting approach to focus so narrowly on areas of expertise. This type of niche might be good for individual consultants, but as businesses become more savvy, they will require more comprehensive services.
We started as a Web Design Studio 15 years ago. A few years later we started hosting web sites in order to serve our clients responsibly. Ten years ago we expanded our services to meet client demand by offering SEO. That was followed by PPC campaign optimization and most recently SMM.
All of this is within our mission of helping our clients succeed on the Internet.
With the evolution of the Internet, one's presence is no longer confined to Web sites and I believe a Social Media Consultant needs to have a wide repertoire of talents including business development, marketing, technology in order to serve his or her clients the same way Web designers need to be familiar with Social Media and how to integrate it into Web sites.
Ultimately, no matter where a user begins - in social media, on a web site, a search engine or an ad, an integrated Web presence should bring that user to the company's most desired action be it generating a lead, a subscription/membership or a sale.
Focusing on one aspect may work for an independent consultant, but even there I think it is likely to limit your market either to novice clients who will ultimately outgrow you or to work as a subcontractor for other vendors who require specific expertise on a per project basis (eg video).
I ask the same question as this post - how will you differentiate yourself? Whatever your answer, make sure there is a market demand for those services, that you have the capabilities required, and that the market is willing to pay what you need to make a living. By focusing on a limited number of specialties you may not diversify enough to survive. On the other hand if you are everything to everyone, you have not differentiated yourself. Figure out what makes you uniquely qualified for value added services - this may be an area of expertise, a niche market or unique relationships. Whatever it is, take advantage of it and build your business around it with your passion.
Charlie, Thank you for the in-depth thoughts on the post. The fact is that the vast majority of social media strategists are independent consultants running a 1 man show. too few of them know what separates them from their offering from the hundreds of other proposals their clients may see for any given project.
Once you make that initial connection with a client by offering a service you're incomparable too, you get your foot in the door and increase your offering. Oh, Mr. Client you need SEO? PPC? Content? Of course I do that too!
I completely agree with your statement "if you are everything to everyone, you have not differentiated yourself. Figure out what makes you uniquely qualified for value added services" I would just add, be flexible enough to fully understand your clients needs.