The concept of resource marketing is not a new one, some of the marketing pundits and self proclaimed gurus out there have re-coined resource marketing into new buzz words like “Mutual Uplift” and the “Pay it Forward” mindsets. In the end though, you are still being a resource to any contacts.
The ever debated issue though when being a resource to anyone on the various formats online is; How much is too much info? In other words, is one giving the farm away to build a network of contact. More importantly are those contacts of value to you.
Let’s clear off some of the mustard shall we?
A contact is someone who has shown some mutual interests in what you offer.
A lead is someone who has expressed interested in purchasing what you offer.
So while many of us are out posting to the rich buffets of social media (SM) sites, we often find ourselves infront of the wax beans as we gaze forward to the prime rib. The wax beans of SM sites are frightful, they have no nutritional value.
Give It All Away
Like many, I’ve had the experience of some wax beans who often seek to get closer to the prime rib as well. The tactics used equal to a virtual mental liposuction. For instance, one social networker who professed greatness in marketing tactics with event planning asked me a most basic question, that being a reply as to what Corporate Sponsor incentive packages were and how to set up. I’m all for no question is a stupid one, but my response was to ask the person if the grocery store was giving away free groceries for the week? I’m not giving it all away, no way. I was flagged by the person as not caring to connect.
My Soap Box
Any professional offering resources to position themselves as experts in their area of business should demand that their time be respected. Mr. Whipple once commanded his shoppers to stop squeezing the Charmin to entice curiosity, as a resource on SM platforms make sure your contacts are not just squeezing you and constantly placing you back on a dusty shelf.
Word of Mouth is still among the most powerful marketing strategies. Being a resource to one virtually can set off a viral chain reaction. Finding ways to measure ROI of resources offered is still key.
