Our livelihood is a science and an art combined. We review metrics and crunch numbers to inform our performance, but we primarily engage in a sociological artform called people—prone to shifting trends, often unpredictable in terms of media consumption as a hive.
People obsess over “viral” content as the holy grail. I disagree with this. We’ve seen a campaign go viral, and for all the wrong reasons. Let’s transition from an old school mentality of advertising. Don’t pay money to hit ‘em hard and fast and as many as you can. It isn’t solely about impressions gained. Customers have a voice, and it’s up to them whether your content produces real results. It’s an exchange between brand and consumer in a flurry of content and conversation which leads you to the crème de la crème: community!
The key is sustainability. A community of influencers and a strong base of willing listeners powers growth that actually means something of value. They generate the highest quality of referral traffic most likely to convert with the least amount of touch points necessary to complete your sales cycle. You want this ever elusive and powerful commodity? Earn their loyalty first. Bloggers call it earned media but the term also includes SEO because you “earn” search rankings through building backlinks and maximizing traffic numbers. The correct term, I believe, is called Return on Relationship(TM). I’m a firm believer in the #RonR movement spearheaded by Ted Rubin.
It’s a world where we expect results instantaneously. This pretty little blogging queen, however, tells you real success takes time—and people. Retweet value and referral traffic may not be financial assets but they mean everything to your revenue goals. The currency is relationships. So have yourself a digital kiki and get your wealth on, gurrl.