When you are trying to figure out how effective your marketing is, there are a lot of different data points that you can measure. Clicks, requests, conversion rates, time spent engaged with your content.

Of course the very best measurement would be this one – If I stopped showing up, who would care?

Who is going to miss it and how do they let you know. Whatever you do is what you do, and you are probably not the only person doing it. There are lots of other people who know what you know, and are willing to help. But would these people be missed?

To be missed, do this.

Think about community not customer. You are not the only person who sells what you sell, but you are probably the only person who is trying to make a connection. Don’t focus on what you buy, focus on who you are trying to help your clients become.

Narrowcast. You can’t be all things to all people. In fact, stop thinking about finding new clients, instead be unreasonable about figuring out how you can matter more to the clients you have. Give your customers a story to share. They will only share the story with other like minded people, and when those like minded people hear the story, and want to hear it again, they’ll next want to be part of that story.

Don’t worry about being everywhere. Worry about being where your clients are.

Thanks for this opportunity to teach you something.