If you build they might not come

In the baseball movie, Field of Dreams, Kevin Costner hears the voice that says "If you build it they will come."  So, he builds the baseball field and the legends of the past do come.  A true Hollywood script all the way to the end.

It is unfortunate that even today, small businesses and many marketers still believe that line applies to what they are doing.  If they build a website or have a blog or tweet regularly, the business will come.  When it doesn't, they turn to SEO or Social Media experts (self proclaimed mostly) and they tell them to build a new SEO enhanced website or use their social media expertise, etc. What these unfortunate people are finding out, is that Kevin Costner's character really did more than just build the field.  He had to go on a journey across America to actually get the legendary players to come out and play. 

Too many small business owners are falling prey to the social media hype that a great social media effort is all that is needed to be wildly successful.  I beg to differ...a great social media effort is only successful if you have a great business strategy that provides value to your target consumer.  The business strategy would need a highly detailed marketing plan that includes product/service design, pricing models, and the integrated marketing effort that encompasses more than just social media.  And above all, the business strategy has to have a way to differentiate from others in the market.

Being the CMO for a larger company I often get questions from friends and acquaintances regarding their marketing strategy.  Usually, it is along the lines,  "I have been using this marketing company that specializes in by type of business. The current strategy isn't working and they are recommending now being on (insert the latest social media channel hyped) because that will work better than (insert the previous hot social media channel). What do you think?  Is this a good idea?" 

Now, I could ask a few more questions, provide a solid recommendation and possibly help them.  What I realized is that the marketing company is being paid outlandish fees for their advice, the business owner won't really listen to me anyway because, well, my advice was free and I am not an expert in their industry.  So, I now give them the best advice they will ever get for free.  "No, that is a stupid idea, quit paying for their services and just do what your competition is doing.  You will be money ahead and likely just as successful as you are now."

I don't really know if anyone has ever taken my advice.  I doubt it, the advice you pay for is always better isn't it?