What is the Value of Education-Based Marketing
I had a very good question posed to me yesterday about marketing and the value of doing certain education-based marketing programs, such as blogs and newsletters. First things first, as a business owner I never advise clients to do anything I don't do. I blog, use social media, and write a weekly newsletter. In Heidi Sloss' insightful book Fortune is in the Follow-Up , she discusses the CEO's role in the company -- and that is to be the head visionary, marketer and sales person. She is right. In my opinion, the CEO should spend at least 50-70 percent of her time marketing and promoting the company. I think Heidi suggests we spend a higher percentage of our time doing marketing, but for realistic purposes, I'm going to say 50-70 percent. My client asked me about the value of her blog and newsletter. She felt she wasn't seeing direct and concrete return on investment (ROI). I gave her the answer I give everyone and it's twofold and goes like this: Education-base...