I had a cool experience today whilst rummaging through some social media responses.
I’ve been on a mission to seek out amazing people in the B2B space, as well as other marketing thought leaders to come onto my podcast.
I reached out to an individual over LinkedIn a couple of days ago to propose just that, and today I received a unique response: a video of him responding to my request.
FYI, almost nobody takes the time to send out a personal note on social media platforms, much less create a response video instead of a comment.
It really opened my eyes to the fact that a “scalable” marketing strategy tends to be more phony than anything.
The way I see it:
- ~70% of people will not engage or respond at all.
- ~20% will engage with a monotonous and canned response.
- ~9% will “personalize” the response by adding your name or one simple fact about you in the note.
- And only ~1% (and maybe less) will really leave a meaningful and valuable response.
All in all, I’m learning (quickly) that if I want to actually stand out AND make some kind of impact on the people around me, I have to put in the work to build relationships.
There’s no way around it. Nor should there be. People are the essence of any successful business.
So I’m doubling down on not just “personalizing” my content and my responses, but on being PERSONABLE. I’m going to be the one person that others follow and think “Wow, he really does it differently than everyone else.”