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Thanks for a very informative post.
While I appreciate the link love, I should say that it is not easy. Being a good writer, speaker, etc... takes work, time, and years of practice. To create relevant content, build community and the subsequent trust that follows is a full-time job. I'm lucky to now have three business partners and about fifty staff members who do all of the stuff that really drives the business of Twist Image.
It's all fine and dandy to talk the talk, but the end product has to stand up on its own. So, I would advise people to perfect the product and service and do some of the image building while that's developing. I think it's detrimental to be a thought leader(whatever that means) and not have a product/service to back it up.
Lastly, video. I know this will be a sensitive subject based on your involvement with StandOutJobs, but lately, I'm seeing a lot of videos in places like Seesmic, Facebook, YouTube, etc... of people whose Blogs or Podcasts I follow, and I have to say, it takes them down a few notches in my book. I think it's hard to be great on video, and a lot of people who are brilliant Bloggers or superb Podcasters (great voice/content) - wind up looking goofy, unprofessional and cheap on video.
If video is done right, it can be awesome, but when it's not it's brutal because I can't get the visual out of my head.
I think it is something to talk about and discuss. It falls into the, "just because you can, it doesn't mean you should" category. I've even seen people who come off great in person, but when you see the video it looks like a bad quality local cable access show (with even worse production and presence). That being said, I have seen (albeit a few) that do take it to the next level - and those are the leaders that we should model ourselves after.
Happy New Year Ben - thanks for always providing fresh and relevant content. You really are a treasure to the Blogosphere.
Mitch - There's no question what you do is NOT easy. You're many steps beyond what most people do or have to do in order to build their profile. It can be as "simple" as blogging actively, participating in local stuff, etc. But certainly, the more you raise your own profile, the more your startup will benefit.
I also agree about the end product. Buzz is just buzz. Supported by a great product it's wonderful, supported by vaporware and all the buzz in the world won't likely save you. Sure, you can pull the wool over some people's eyes...but that's not a business.
As for video - I agree with you as well. No slight whatsoever on Standout Jobs. Video - like anything - has to be done right, and even as the tools become easier and more accessible, it doesn't change the fact that quality rules the day. The same holds true of anything...like blogging. It takes 5 seconds to setup a blog, but writing high-quality content is much more difficult.
I think that well-made videos are great; but it's not something you can half-do. Too many people make unprofessional looking videos that disservice their cause.
My Money: Managed blog:
www.shauna26.wordpress.com
Solid advice! You make an excellent point about sustaining the buzz after the initial push. It's one thing to get some early love from TechCrunch, et al but quite another to keep the marketing momentum.
Mark
There are lots of brands out there that don't NEED marketing effort to be seen. IMO, founders should concentrate on making their offering differentiated and downright better than the competition. Make it something people WANT to talk about. Most startups f
Once you've proven that people want to talk about you, then marketing is like pouring gasoline on a fire.
I definitely think that being active within your community is extremely important. I also think your comments on creating a buzz are very true, I'm glad you noted on that... as I would like for our start-up to focus more on sustaining a long-term buzz.
Without a doubt, marketing and buzz won't get you very far without a solid product. And companies need a solid product before they should get on the podium with their megaphone and start hollering. But I'd venture to say there are MORE examples of companies with killer products that didn't succeed against companies with less-than-stellar products BECAUSE of great marketing.
You had a long journey to be able to consolidate these great nuggets of wisdom, but just think, you're helping make the journey for others that much shorter!
Really enjoyed the post!
i would like to add some other resources like hackernews
http://www.hackerne.ws/
can also generate great initial traffic for interesting tech stuff
Great post and real problem. I think you hit upon the crux of the problem with "build something people really love and that might be all the marketing you need." High tech start-ups are typically started by engineers with "happy ears" - what ever they build will fly off the shelf. Maybe yes, maybe no, but I bet good communications and promotion are essential for attracting prospects, partners, investors and potential employees.
Some of the tactics that I have used in the past.
1. Document a plan and execute - don't treat marketing as ad hoc.
2. Put together an announcement calendar and with an effort around creating coverage with analyst and media briefings. Don't just issue a news release and prey.
3. Chase an editorial calendar and help shape the news with your prospective.
4. Be responsive (as in always available) to media and analyst inquiries. If you are not responsive, your competitors will be. And, if you are a private company, do not overlook financial analysts. They are pretty sharp and their research is typically free.
5. Don't just blog, but also secure by lines. IMO, a 600 word by line is worth a whole bunch of 1500 word white papers.
6. Related to your #1 above, exploit your stars (CEO, CTO, etc.) with speaking engagements. Get out there and tell your story.
@Tom: Thanks for visiting and taking the time to comment. I'm all for using social media and networking tools for marketing purposes, they definitely can be very useful.
thanks for this nice article.
Here in Germany videos are not often used in websites. What makes more sense? Placing an own video about our seo consulting agency on our website or publishing videos on sites like youtube, myspace etc.?
What experiences did you make?
it was really great thanks a lot..
Youtube is the best example. The most entries come from US.
Gery from http://needcube.com