Social media, SEO, and the ego of a marketing / sales person. All three of those things are gigantic, and all continue to grow out of control. But even the juggernaut universe of the social web is dwarfed by the sheer size of some SEOs’ egos.
As marketers, we should be keen on spotting imbalances in markets. Trained ninjas sizing up the competition, and spotting opportunity. Low hanging fruit is what we live off of. Well, the imbalance of the size of peoples’ egos versus perception creates the perfect formula for that low hanging fruit.
Ask yourself; why is it so many web marketers are such easy prey when it comes to ego stroking? It’s simple. The power of YOU. “YOU” is the most powerful word in marketing. “YOU” is the new “FREE.” “YOU” are susceptible, and even “YOU” can’t hide from the essential human need to be recognized.
Perception is reality, and if the person stroking “YOU” is somebody who has you believing they are larger than life, or at least larger than you, “YOU” will always notice if they notice “YOU.”
Lists of people you consider to be “aspirational” (somebody who’s position you are striving to be in) are an effective way to make them to notice “YOU.” Everybody recognizes recognition. Link to some of your favorite bloggers or industry experts, especially if their following is similar size or maybe just a little bigger. With some ego stroking, they will notice. Heck, they might even link back. And you’re putting karma points on the board. People like people who like them.
But if you want to make an even bigger dent, link to somebody who is HUNGRY. Somebody on the front lines, right now, trying to get where “YOU” are at. Somebody who finds “YOU” aspirational. There’s a lot more bang for your buck in making a big impression on the next big thing, instead of getting in line to impress the current big thing.
So re-assess your next ego bait piece for a minute. What’s going to get your more milleage, a lot of a little that is growing, or a little of a lot that is not? Think about it. And take time to notice the new kid on the block. That kid might just be the next big thing.