Digital Influence is EARNED...what are you doing to earn yours?
A lot of people (and companies) talk about "digital influence". And most often, they talk about it as if it is something you have or something you don't have. Which is fine when you are measuring digital influence, but what it misses out on is all of the things that one DOES to CREATE digital influence. So let's explore some of those things today.
The Important Thing About Influence
I love me a good definition, so let's bring this one back:
INFLUENCE: the capacity to have an effect on the character, development, or behavior of someone or something.
No one, and no company, is BORN with influence. All influence is EARNED. So what we're really looking at are the activities we do that EARN us the capacity to have an effect on someone else.
There are things that contribute to this, and there are things that DON'T. Let's look at some of the common things people think create digital influence that actually don't, and then we'll jump into what does ;)
Things that DON'T create Digital Influence
Digital Advertising - the advertising market is all about getting eyes on you or your product. What they're NOT all about is building a RELATIONSHIP with an individual person. So, although they might create visibility, and even potential sales, those things are NOT based on a relationship that your client has with you. And since we can't actually influence someone without a relationship, ads are not a good contributor here.
Brochures - so many people I've met think they have to describe every single piece of a product or service in order for someone to buy it. But a brochure, in itself, does NOT create influence. It may fill the information gap, but it doesn't EARN influence. So make sure you're not using it for the wrong thing.
Your Website - your website acts a lot like a brochure...it tells people things, but it doesn't build a relationship with them. And if you don't have something in your marketing process that is working to create that relationship, a website on it's own is worth very little.
Tradeshows - probably the number one marketing cost for many small businesses, tradeshows are really just an in-person brochure. Just showing up and being there, doesn't create any kind of influence. It may give you a good opportunity to connect with potential clients, but if it ends there, all it's going to do is increase the number of leads you have that won't go anywhere.
Social Media Posts - most social media posts are created to TELL people something. Something about you or something about your company. The problem is, if people don't have a relationship with you, they have very little incentive to listen to you on social media. And if your focus is simply on posting, and it doesn't include starting a conversation and building an ongoing relationship, then it's almost always a waste of time.
So, what DOES create Digital Influence?
I realize that I listed the most common marketing activities above. But it's true.
While these strategies have been used for years to "market", we're now living in a world that can smell marketing coming from a mile away.
One of the most interesting things that's stayed with me from my BComm course is the concept of "fluff" in marketing. It's those statements that people and brands make that no one can prove are true or false. And marketing is FULL of them.
And people know it.
You can say whatever you want about you and your business. But unless people BELIEVE you, it doesn't matter how much you say it.
And what makes people believe you?
Feeling like they Belong
This is the number one thing the majority of big brands have created that we can all create with a little intention.
One of the best examples (in my opinion) is Apple.
For those of you who are Apple users, think about WHY you choose Apple.
I feel like I have a unique perspective because I'm NOT actually an Apple user.
So why do people choose or not choose a brand?
Because they feel like "part of the club". They feel like the products or services are a "good reflection" of them.
They belong.
Creating Digital Belonging
The keys to creating digital belonging include:
Revealing enough about yourself that people can connect with you in a short time
Investing time, effort and energy into being in conversation with people
Inviting people to be "part of the club"
I mean, it's really quite simple.
The problem is, we have so many beliefs we're anchored to when it comes to what marketing and sales look like, that the simplicity of it all gets lost.
It comes back to intention.
In order to create digital influence, you must make the space and time available to create digital belonging.
And if you're NOT ready to do that, then you won't EARN any digital influence.
If you're looking for a great resource on creating digital belonging, check out the book Digital Belonging by Yogesh K. Soni.
Or, schedule a chat with me or another member of the Consult Crux team. After all, this is what we do 💖
