I won a new client last week, a pretty damn fine one at that, but I’ll not dwell on that slice of awesome-pie for too long. I won this client by using social media and content to grab their attention and offer them a solution. ROI? You betcha…

It started on LinkedIn

LinkedIn is cool, I’ve said it before, and I’ll say it again. LinkedIn is cool. On client-win day last week, I was browsing an industry-specific LinkedIn group and noticed a certain individual asking a question related to the fact that they were really struggling to gauge the effectiveness of their corporate blog. This immediately caught my eye and after browsing the answers that had been supplied by other LinkedIn users, I decided that he had yet to receive an adequate response.

So I answered his question with a blog post

You what? That sounds crazy! Not crazy. Did it take a bit of effort? Of course it did, but I wanted to offer a truly valuable response and didn’t feel that a comment on his LinkedIn question would suffice. I’ve also spent a long time working out a model for assessing blog success and didn’t want to publicly disclose its details – as much as transparency and helping people on the social web is great, you need to have limits. I wrote a 500 word blog post and then shared it with the chap via a private link. I wasn’t convinced that I’d receive a response. How wrong I was.

One hour later…

And the Velocity phone rings, on the other end of the line is the gent from LinkedIn, thanking me very much for the blog post. He was impressed with the time I’d put into crafting a response and asked me to quote for some consultancy work. A couple of emails later and we had agreed to work together. I’d like to say ba-da-bing-ba-da-boom here, but that would be lame, so I won’t.

Yes, that's Salt 'n' Pepa

Yes, that’s Salt ‘n’ Pepa

Worth the effort!

It took me an hour to write the blog post, that’s not a long time at all. Yes, if the effort expended had led nowhere, I may have felt like my time had been wasted, but you don’t know if you don’t try. It was a fairly bold approach, but it paid-off. I think you need to be bold to make progress.

What’s the lesson here?

If you’re not taking time to offer a special service to your prospects and customers, then you may well struggle to push things forward. This directly applies to marketing and communications for your business – don’t offer a standard experience if you want to stand out from the crowd and truly delight people. Doing the bare minimum is not enough. In the words of Salt ‘n’ Pepa – ‘push it, push it real good’.

I can help you make your digital marketing and communications truly impactful, and I’ll show you exactly how it’s all working. Find out more about me here, or contact me, I’d love to have a chat.

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Mike McGrail

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