You may think marketing is timeless and an invitation extended is always opened. Nothing can be farther from the truth. Marketing is ever-changing. Take notice to changes in social media marketing in recent years. It used to be that Twitter, Facebook, and LinkedIn were the main gigs. Today, while these are still prominent, vying for one’s online attention is Google+, live video feed platforms such as Blab, Periscope, and Facebook Live, as well as the increasing presence of podcasting to name a few more.
Marketing takes on many forms to meet the changing needs of how people want to receive information and messages. Online marketing and changes seem to occur faster than traditional offline marketing. But, there are changes in offline marketing too.
Invitations extended to get in front of someone’s established audience have expiration dates. Think of one of the live video feed platforms, for instance. If someone invites you to join them on a live Blab session you wouldn’t accept and show up whenever you felt like it. You would agree, honor your word to participate, and be present. The same can be said for guest blogging or being a guest anywhere.
For me, it’s monumental that when you say you will join someone in front of their audience as their guest that you show up. Your word needs to count for something. If you fail to show up, how can you be trusted to show up for referral work or if your business is hired for a service? For me, there is a deep rooted connection in honoring your word and your commitments.
You may be wondering if a marketing moment lost can be resurrected? Things come up, some last minute, that can’t be helped. Upon everything, open and honest communication is key. Circumstances and timing may prevent you from saying yes today but after weeks, a month, or longer the timing may better position you to say yes. Tell the person this upfront. It’s as simple as “I can’t today but if it possible to do this in the future, would you keep me in mind and reach out or may I reach out to you as a follow up?”
Can the moment be salvaged? Perhaps…and that is a big perhaps.
2 Ways to Recover a Lost Marketing Moment:
- Reach out and ask. Before assuming the invitation is open do the person the courtesy of reaching out and asking. It’s arrogant and short-sighted to think the invitation is open unless it was expressed that way. Never, and I mean never, forward anything past the deadline date with the expectation that the person will market you and your business. Why should they? You let them hanging when you say yes but never came through.
- Offer something above and beyond to their audience. If you’ve missed honoring the commitment you made and want to salvage the marketing opportunity to get in front of someone else’s list, group, audience, etc. then you need to be prepared to bring something more to the table than an interview or your own wares to be promoted. You’ve lost face with the person and they won’t want to put you in front of their people unless the new offer is worth it to their list, audience, and connections.
Even with one of these suggestions the marketing moment may simply have passed. You didn’t act in time. When you agreed to be available and didn’t follow through you tarnished your creed with this person who may not be interested in giving you a second chance. Goodness after many months or longer, you may not even be remembered by them…especially if you hadn’t worked to build solid relationship with them to begin with.
If you really want to get in front of someone’s audience and the moment has passed it’s on you to think of something creative and pitch it to the other person. It may or may not suit. If the pitch is sweet enough for the person’s audience you may get the opportunity again. Most importantly remember it’s not about you. It’s about that person’s audience and what you can offer to them in the way of services, products, or a learning experience.
DISCLAIMER: This post is not passively written nor directed at one person in particular. If it stings in reading it then I’m guessing you’re guilty of one of these mis-steps. Learn from the suggestions and see if you can resurrect a marketing moment. Honor your word and when you agree to get slotted into someone’s marketing calendar know that decision was made with their audience’s interests in mind. It’s more about their audience than giving you and your business exposure.