The one where I rant about Marketing

So, I’m sitting in a conference virtual session this morning, and I’m listening to a woman spew absolute bullshit about marketing that is infuriating.

The ticket to this conference costs $500. My work is paying $500 for me to be at this conference, and they’re also still paying my salary while I’m not ‘in the office’ doing office things for the next two days, which is another bunch of money. So, we’re invested.

The lesson this woman is teaching: to grow online, follow as many people as you possibly can, wait a few days and then unfollow anyone who didn’t follow you back.

This isn’t marketing. This is fucking stupid. Don’t do this, people. Don’t play the ‘how many people can follow me back’ game. Just don’t do it. We’re not in high school. We’re not trying to get people to sit with us at lunch. Marketing is about real-world engagement. I know people typically roll their eyes at me when I tell them that, but it’s true.

The goal with marketing is not to get 100,000 followers. Sure, 100,000 followers sounds great in theory, but if 99,600 of them don’t give a rats ass about what you’re doing, then what’s the point in them following you? The goal is to find people who resonate with your content, your products or what you’re trying to share. If you run a small store that sells candles, you want people who like to buy candles following you. If people don’t buy candles but they follow you, they’re not contributing to you, your business or your marketing efforts. If you run a blog about parenting, you want moms and dads to follow you. If people following you are 16 year old kids who don’t read your content, or even remotely pay attention to your blog, you’re essentially speaking into the void. Marketing is about finding your people, your niche and your space on the internet. Marketing has absolutely nothing to do with quantity of followers, and everything to do with quality of followers.

If you’re good at marketing, it won’t matter if 50 people read your blog or 50,000 people read your blog. They’re all going to pay attention because they care about what you have to say. What’s the point in having 50,000 following you if only 50 of them actually read your blog? There isn’t a point.

Marketing is about appealing to people.

Marketing is about resonating.

Marketing is about creating messaging that matters. Telling a story that’s worthy of being listened to.

Marketing IS NOT adding as many people as you can to try and get them to follow you back to that you can look popular. Looking popular doesn’t translate to real interaction.

If you’re using digital platforms to try and make friends, you don’t need 100,000 friends. You won’t ever have 100,000 friends. So even still, playing ‘how many people can I get to follow me back’ is ridiculous.

Real growth online is slow. It’s calculated. It takes effort. It takes communication. It’s thoughtful. It’s garnering an audience who is exactly who you would wish for your content to reach. If you sell candles, it’s building an audience of candle lovers. If you write about parenting, it’s building an audience of people who care about parenting. It’s not going after the entire population of the planet…

I’m pretty sure this isn’t coherent due to my having been ranting so long. I’m going to end this here.