I have a “strong suggestion” for you entrepreneurs, start-ups, spin-offs, R&D folks, developers, CTOs, CEOs, COOs, CMOs, PR and crisis communications peeps – well, everyone involved in getting the word out about some “new thing.”
Connect strategically now. Online, strategically, on LinkedIn, Facebook, Twitter and more.
Now, when the product idea is just a seedling in your brain and soul. Now, when the client tells you about the inkling of a community initiative that you know may need support in the future. Now, when you know your new corporate strategy is going in a certain direction.
Because the time to launch your new product, community initiative, or strategy will be upon you before you know it. (Read my previous bog, Why Product Launch Plans Need to Include Social Media.) When that happens – I hope it happens for you – you want to have access to… …1,000? 5,000? 50,000? More? Strategic connections that can tell, sell, buy, refer or simply share with their friends and colleagues. And they can do it through very cost-effective social media, but only if you are connected to and engaged with them.
I.D. your market personas. (Read my previous post about personas.) Schedule time each week to connect (put it on your calendar). Search for the peeps. Follow or invite them. Engage them. Be interesting. Be strategic. Have fun. Do a build-up. Then, you can make an explosive launch or campaign when the time is right.
By the way, Crossing the Chasm refers to the seminal book by Geoffery Moore, about how to market technology. I suggest that what applied to tech companies back in the nineties (the buyers are in control; sell by peer referrals), is true for most industries now because of the disruptive technology of searching and buying online. (See my previous post, New Buying Paradigm Not So New for High Tech Marketing.)
Did you have connections when you most needed them? On social media platforms or other? Or, did you have to scramble?