How do you make your small business indispensable?
This interview with Seth Godin he discusses making your business indispensable. It was make in 2010 and is more relevant now, than ever before.
Seth talks about being authentic in your business, attracting people to your small business and creating your tribe.
He discusses the way the internet has changed the old fashion interrupt driven marketing techniques. Traditionally, it is difficult for small business to play in this interrupt driven market place due to the amount of money required. It is a large corporation game.
With the advent of the internet and social media the game has changed. It is now a game that small business and solopreneurs can play in.
Create your Tribe
With the internet and social media marketing small business can create their tribe and their following.
Small business are run by individuals, large business are run by committees of some form. People can’t form a bond with a committee but they can with individuals.
If you show you are authentic and care about your customers, they will follow you, you can build your tribe. Seth defines a tribe as:
A tribe is a group of people connected to one another, connected to a leader, and connected to an idea. For millions of years, human beings have been part of one tribe or another. A group needs only two things to be a tribe: a shared interest and a way to communicate.
Large companies can of course create their tribes, but typically these are lead by charismatic leaders with innovative products, such as what happened with Apple and Steve Jobs.
As a small business you cannot be a smaller version of a large company. Build your relationships, show you care and add value for your customers.
Home Based Small Business
If you are in a home based business then the relationships and stories you tell are vitally important to your success.
As an individual or small organization, all the social networks provide you with a fork in the road.
Either you can work around the edges, spamming your way to more followers and more noise, figuring out how to make some sort of make-believe metric increase as a result of your efforts. Far two many people marketing on social media are just using it as another attempt at spamming.
Alternatively, you can use social media to form 1:1 interactions, making promises and keeping them. This second path means that your followers are actually followers and that your friends are closer than ever to becoming friends.
Seth Godin Quotes that you should take to heart and apply to your business:
Content Marketing is the only Marketing Left
People rarely buy what they need, They buy what they want
Make sure you have good content and you deliver products and services people want.
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