Lately, I’ve been attending a number of meetings, networking events and business gatherings and I’ve met a lot of interesting and fascinating people.
Many of them are pursuing some amazing ventures with passion and a clear vision. Others, who describe themselves as being “in marketing”, talk an interesting game and profess to have lots of experience and success.
But what’s interesting is that when you crawl under the hood and begin to examine where and how these people are engaged in the new world of marketing, quite a different picture is revealed.
For example, when you actually look at their web site (if they have one!!), their branding, value proposition, examples of their work or social media presence and participation, things don’t exactly align with the perception that they attempt to create in person.
No where to hide.
A quick search review of their page rank, the quality of their blog posts (if they have a blog!), their Klout score or their social media stream, provides valuable insight on whether a so called experienced marketing expert or guru is “walking the talk” on how a brand can succeed in today’s dramatically changed marketing environment.
For those that profess to be “in the know” on how to help companies increase profits through “results-oriented, effective marketing” and “disciplined selling”, it is more than reasonable to measure their credibility by assessing how they measure up to what they are preaching to others.
The good news is that it’s now easier than ever to expose who’s posing with just a little research online. And it makes it even easier to find the resources and providers who invest in and adapt to the continually changing dynamics of the Internet and how to maximize its potential to help a business succeed and grow.
The Kimono is always open.
Today, more than ever, everything matters and everything a brand or resource does is now transparent, searchable and measurable in more ways than ever before. As Chris Brogan, New York Times best-selling author and president of Human Business Works writes, “Your branding isn’t a logo, the same profile pic everywhere, a catch phrase, or a theme song. Your branding isn’t a clever little ploy. It’s a whole package, a whole storyline, a promise and symbols.”
You may be in business. But now you’re in marketing.
What’s more, the new business requirements of having to consistently create content of value for a target audience while participating with a consistent online presence ensures that there’s nowhere to hide for those that aren’t engaging, growing and experimenting with the new tools and techniques of marketing.
And what about you?
Have you come across these “experts” who are all talk in your interactions? What tips or techniques do you use to quickly evaluate a contact’s credibility. I’d love to hear your thoughts on how you expose the “hot air” bags.