I recently struck out on my own and set up a marketing consultancy called Evolving Influence. This is the thinking behind the name.
Influence is an emotive word. It draws connotations to words like manipulative and scheming. People think of characters like Iago or historical figures like Machiavelli or Rasputin. It’s all very unseemly.
Influence is also a social media buzzword. It’s used too often and with too little thought. People have become slightly cynical towards it, particularly when it comes to the measurement of influence online.
Regardless of this baggage, influence is central to effective marketing. If your marketing is to have any value it must seek to influence people toward a specific outcome. An article might seek to position you as an expert. An email campaign might seek to secure meetings.
Moving above what particular tactics should aim to achieve, marketing should help businesses build relationships; it should start new relationships and make existing relationships stronger. As your business relationships grow, your influence over those with whom you have a relationship grows too. The drivers behind this influence – trust, a good reputation, worthwhile interactions – can be boosted by marketing.
Effective marketing should help companies grow their relationships, increasing their influence and helping them to become stronger businesses.
Growing relationships isn’t a process with an end, nor is it quick or linear. Like evolution, it is a continuous process which requires adaptation as circumstances change.
We help evolve your ability to influence clients, prospects and peers by building brand personalities and implement systems that foster strong relationships.