Giving a little away

How can you prove that online marketing is drumming up business?
'I've been trying it for years, I don't see quantifiable value'.
'I use my analytics and post regularly on Facebook but I'm not convinced it works'.

The answer is simple – most of us go about it the wrong way.

In 2013, a guy called Jay Baer wrote a book about 'Youtility'. In his vision, smart marketing is about 'help not hype'.
That is to say, brands should focus on giving away things of real value to consumers, rather than just talking about themselves all the time.
The idea in itself is not new. As a brand, are you the person at the party telling everyone a good story, or are you the narcissist in the corner posting selfies on Instagram? 
Of these two people, who do you respect more?

A  case study: Red Bull, so reputed for their marketing genius.
What does this genius consist of, fundamentally?

Filming really cool stuff, editing it really well, and distributing it free of charge.
Red Bull is the backdrop, the facilitator, not the centre of attention.
Of course, this is an extremely costly exercise – Red Bull reputedly pumps up to a third of its revenue back into marketing.
But this is the fuel that fed its steady climb to the throne.
This is why it remains King of the Energy Drinks.

It's certainly not because Red Bull is so undeniably delicious. Come on now.

For a smaller business this stuff doesn't have to cost millions – it just has to be relevant to your brand and capture your target audience's interest.
Fundamentally, we must look at our online following and ask ourselves what pertinent material we are giving them, without asking for anything in return.

Giving does not come naturally in a traditional business context, especially as an SME with limited budget.
However, in an online world so steeped in egotism, stepping to the side of the limelight and acting as a platform for great stories may be the competitive edge you need.