Express-It

When I ran across this song recently, the lyrics reminded me a lot of Social Media marketing: “Some people live for the fortune… just for the fame… for the power… just to play the game.”

Listening further, the lyrics reminded me a lot of Relationship Marketing: “Some people want it all… a diamond ring… some people want everything… a fountain – promises forever young… 3 dozen roses — and that’s the only way to prove you love them.”

…and while the “outward appearances” (read: branding) may appear otherwise, the absolute truth remains: what good is it all, with no one to share it, or who cares?

It’s all about relationships. True ‘success’ in Social Media (however you’re measuring that ROI) hinges on the existence of these essential connections, supported by an authentic, solid foundation (read: Truth in Branding).

Otherwise, it doesn’t matter if you have the most beautiful, functional  website, an agency managing your social media, or a team of people helping you run your busy life. Unless you are truly connected, effectively communicating, realizing relationships are critical to moving forward in a positive direction — both online and offline — you have only established the shell of a ‘presence‘ with no solid foundation.

Even with the maximum number of followers, if no one’s listening to you, you might as well be shouting your message into the wind, out in the wilderness – no one is going to hear you. No one  cares.

If your messages are only self-promotional, filled with sales or marketing of your products and services, likely they will be largely ignored. It’s just another sales message out there, in the thrashing sea of other sales messages, tossed out for anyone who might turn a listening ear, but certainly not to  anyone in particular (Think: commercial-pun = ad nauseum).

You may be able to string folks along for a while. Some might buy what you have to offer because they’re believing in your claims. One day they’ll realize your ‘relationship’ with them is strictly that of a purveyor of products, and you don’t even know who they are — or care to know, regardless of the lip service-only you give to “the importance of customer relationships.”

If your business success modus operandi is only to ‘build the numbers’ — ongoing, that is all you can ever do. This process is destined to be ongoing for as long as you plan to be in this type of business, employing this method of obtaining new customers, clients or contacts. Calculating in the cost of attracting a new account or contact in this way, is a very expensive way to do business. There is a cost to everything, even for those actions not taken. Not building relationships to serve as a solid foundation is an additional cost, plus the word out on the street — when folks realize they are not the center of your business universe.

The truth is, If “I Ain’t Got You,” ‘you ain’t got me, and we are not together.’ While that is reminiscent of yet another song (for another day), this remains the bottomline for durable branding, effective communication and connection — the hallmark of any individual or business, dedicated to  an endeavor for the long-haul.

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About the author: Becky Cortino provides Content-driven Marketing Strategies and Professional Business Services via Express-It Media Fusion as an Integrated Marketing Communications Adviser specializing in Branding, Communications Design and Media, especially for Business Owners and Independent Professionals ready to make an impact, and maximize the return on their marketing efforts.

Background Experience Includes: Work in the International and Domestic Markets, Major Market advertising agencies experience, including BBDO. Professional, Commercial Experience in All Media. Founder of Marketing Communications Services (1982), a marketing-PR consultancy, offering clients an extensive background in all areas of marketing and sales, with a diverse client base, services ranged from local, statewide, national and international in scope, and nominated for the Greater Tampa Chamber of Commerce Small Business of the Year Award. Becky has received numerous other awards and recognitions, including Small Business Administration Small Business Institute Award (for consulting).