My first real experience with creating web pages was in the mid-90’s with the Purdue University Graduate School.  They knew they needed a web site, as it was the next big communication medium.  So I took their existing application forms, converted them to PDF, and added all the fields so an applicant could fill it out online, print it out and mail it in.  That seems crazy now, but that’s the best we could think of at the time.  They were just doing what everyone else was.  It’s not really a lot different from how most companies use video, social media and other new media today.

Granted, there are a few companies doing great things with these channels.  And we can learn a lot from watching them.  But until you can create something that is really adding value to your clients and prospects, just jumping on the bandwagon is probably not the right answer for you.  As your mother might say, “just because everyone else is doing it doesn’t mean you need to.”

That may seem blasphemous to most marketers today.  You should always be exploring new channels.  But you can waste a lot of time and money doing things just to blend in with the crowd.  What you really want to do is stand out from the crowd.  What if you bucked the trend and creatively used some “older” techniques?  What if you were the only company in your industry sending out hand-written letters?  What if you were the only one taking your product samples door-to-door?  What if you didn’t attend that industry trade show but instead hosted exclusive dinners of your own in cities around the country for those who couldn’t go to the show?

Yes, you need to make sure that you are doing efficient and effective marketing, but you may find that you can stand out more by looking for things that everyone else is not doing.  And if you happen to come up with a creative way to use social media or email to stand out in the meantime, go for it!  Just don’t limit your channel choices to only the latest and greatest trends.

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