We’ve been having a lively discussion lately over at the New Coach Connection discussion forum about self-promotion on the discussion list – what’s appropriate and/or effective, why people like or don’t like self promotion in a discussion group, etc. It’s a conversation that seems to pop up every couple of months.
Most discussion forums have guidelines about how and when to post promotional offers. This particular forum restricts promotion to Friday – Sunday. It’s almost half the week, which seems like it should be plenty of time, but every so often, someone forgets (or maybe doesn’t realize there are guidelines) and posts something on a Tuesday or whatever. When a couple of people happen to post on the wrong day all in the same week, it gets everybody stirred up.
I don’t really mind it when people post on the wrong day; I’m always interested to see what my friends at NCC are up to. I do, however, have a problem with “drive-by marketing”.
Drive-by marketing is lazy
Drive-by marketing is when you show up out of the blue on a social network, throw out an offer and then disappear again. Marketers who use this approach are lazy; they’re not taking the trouble to really connect with their market or earn trust or cultivate relationship.
And the thing is, drive-by marketing simply doesn’t work – it’s a waste of everyone’s time, both the market’s and the marketer’s. The only thing it does is make the marketer feel like they’re “doing” marketing. They’re not. They’re just annoying people.
Don’t be that crazy guy on the corner, shouting
In the social network universe, it’s all about exchange, contribution and sharing for mutual benefit. Whether you’re on Facebook, Twitter, LinkedIn, a discussion forum or even a blog comment thread, the reason it works is because of mutuality. Win-win, or no deal.
Unfortunately, some marketers join a discussion forum just so they can post their promotional offers. They’re not there to share, they’re there to get.
The problem is, if you’re not actively participating in the discussion, you’re not really “in” the group. Your self-promotional posts are going to stick out like a sore thumb, for all the wrong reasons. You look like the crazy guy on the corner shouting at people walking by.
I’m sure you’ve heard this a million times, but it bears repeating: People buy from those that they know, like and trust. We don’t trust the crazy guy shouting on the corner.
Trust and credibility develop through interaction and exchange, not simply through visibility. Just showing up with an offer once in a while doesn’t foster trust and relationship, no matter how good your offer is or how well-intentioned you are.
Mind your manners
A discussion forum is a social network. Most folks are there for discussion, connection and networking. Over time, people interact, they check each other out, trust grows, relationships deepen, sometimes a little business gets done (sometimes a lot of business gets done!).
Most grown ups tend to follow a certain etiquette at social functions like meetings and parties: Be polite; follow the conversation for a while before jumping in with help or opinions; don’t be pushy, etc.
The same approach works with online discussion forums: Listen in and deepen the conversation first, before expanding it in a new direction. Having good social manners shows respect, builds trust and relationship, and is far more likely to deliver the results you’re hoping for.
Are you stepping over piles of gold to grab a few pennies?
Here’s another way that drive-by marketers fail: If your prospective customers are active on a certain discussion forum, and you’re not paying any attention to the conversation, then you’re missing out on a priceless opportunity to learn about your customers.
The conversation is where the GOLD is! If you listen carefully, they will tell you exactly what’s bugging them, what they really want, and how you can help. And then when you do post something self-promotional, it will feel more like a helpful resource in the context of a real conversation, rather than a rude interruption.
And if the forum you’re blasting offers at isn’t where your specific target market hangs out? Well then, why the heck are you bothering those poor people?!? It’s like driving through a nice neighborhood and throwing fliers out the window.
Bottom line: Drive by marketing may keep you busy, but it won’t keep you in business.
