Masterful Marketing by Alan Weiss

Author:Alan Weiss
Language: eng
Format: epub
ISBN: 9781472994677
Publisher: Bloomsbury Publishing
Published: 2022-07-12T00:00:00+00:00

You should also have a short list of keywords or hashtags related to your area of expertise that you follow. When you follow keywords related to a topic, you can insert yourself into conversations other people are having to add your perspective. Many of these conversations are taking place publicly on social media sites and on blogs and provide you with an opportunity to share your insights and be seen by others who are interested in this topic.

At the time of writing, there are over 3.6 million people who follow the hashtag #business on LinkedIn. When you follow hashtags related to your work and those you wish to engage with, you’ll see public posts in your newsfeed that you can comment on and interact with. When people see your comments, it provides a one-click opportunity for them to view your LinkedIn profile and learn more about you – which is one reason why your LinkedIn profile and description of your services should also be interesting and engaging.

Some further ideas/musts:

Read the Wall Street Journal daily, as in every day. I read it no matter where I am in the world, even if it’s a couple of days late. You can read it online. It’s one of the best-written newspapers in the world, covers the news objectively and honestly, and includes sections on the arts, sports and entertainment as well. I’ve often picked up a talking point with a client from that morning’s WSJ.

Use Google keywords to be informed of articles and announcements that are relevant. If we place ‘Masterful Marketing’ on there, we’ll learn daily if anyone is mentioning the book or the phrase, whether referring to Alan’s work or anything else. You might place in words such as: innovation, technology, attrition, organization design and so forth.

Don’t take sides and ask yourself ‘Why?’ No matter what your personal beliefs, try to understand why people are reacting the way they are and how you can inform and help your client. And follow former US President Thomas Jefferson’s advice: In matters of taste, swim with the tide; in matters of principle, stand like a rock. Help your clients to position themselves positively and ethically (their legal departments will look after legally, but not the rest).

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