One of the “hardest to get” principals in social business is the idea that you have to give to get.
“If I give away my ideas, what is there left to sell?”
The idea that sharing our best ideas and even our best practices can gain business is still a foreign concept to many just embarking on content marketing and social business paths.
It all comes down to the relationship. ROR (Return on Relationship) must be factored in alongside ROI (Return on Investment). True ROR is attained/gained when you’ve shared enough great content and ideas to become a trusted resource, a go-to guy or gal in a specific niche.
The social web is an incredible gift to businesses everywhere. For the first time in history, we can create relationships and build trust with people far and wide … through our voice, our views, our expertise. But the only way to do that is by unlocking and unleashing our content.
Only when a business accepts that sharing will enhance cachet, will that business start to understand that some of those phone calls and emails for more information about a product or service have come from sharing expertise, rather than selling product.