I identified two categories of strategies in Online Self-Marketing. They are characterized in this table:
|Long-term strategy||Short – term strategy|
|Content marketing strategy||Guerilla strategy (viral marketing)|
|Continously created content, which is important to the target group||Create unique, unconvenional content which transports the product|
The Content Marketing Strategy is a long-term strategy, because the Self-Marketer needs to continuously create interesting content. By that he will build reputation and establish himself as an expert in the internet. The strategy aims at target group who need to trust a person. The Self-Marketer does not necessarily need to have a own website, they can start a blog via blogger or wordpress or they use Twitter, Viemo or Youtube. All web services, which make it possible to continuously upload content, which then is connected to the same source / profile, can be used.
The target groups I defined in my last Bachelor Thesis Issue can both be attracted by this strategy. The HR Type A, will be attracted because the web 2.0 industry uses the internet actively to find new personnel. HR Type B is attracted as well, because you can direct them to your website via your resume and by that differenciate yourself from the mass of applicants who want to work for that company. The target group can see that this person wrote a lot of articles about a topic and they can judge by the comments if these articles are well received by the internet audience. I am personally using this strategy, although I must say that I really need to improve. For example will I have to write more articles and those periodically.
So how to decide if that strategy is the right one? I think that this strategy is good if you want to establish yourself in the long run, but not if you are looking for fast results. But both strategies can be combines as well. I will get to that later.
The Guerilla Strategy is the one you can achieve those fast results with, but it is more difficult to execute. In the center of each guerilla campaign is a unique, unexpected and unconventional idea. To invent such an idea is the difficulty, e.g. could you use a facebook ad to find a job. The Guerilla Strategy often comes in the form of a Viral Marketing Strategy. When you had the unique idea you create the content which triggers people to share it with their contacts and by that it spreads like a virus. A viral marketing campaign could be an interesting video resume you upload on the internet and which is so good that it eventually reaches your target group. An unique idea was the one of Daniel Seddiqui, who set out to do 50 jobs in 50 states and got famous doing it. So besides the special idea you also need to use a tool that facilitate people to share that idea, e.g. twitter, youtube, vimeo, facebook.
The target group, which can be reached by this strategy is rather HR Type A, because they are more active in the internet, but when you do a good job and your campaign reaches the masses it’s possible that almost everybody will know about it. For example did Daniel become so famous, that he gave several interviews on national television and even German TV reported about him!
A third strategy which combines the Content Marketing Strategy with the Guerilla Strategy has the advantages of both. It can be used to build reputation on the long run and raise attention of a huge audience. The Self-Marketer simply posts articles or interesting content alongside with unique content (with high viral potential) on this website or profile. For example does James Alliban write articles on his blog and became “internet famous” with his vimeo video about his business card with augmented reality.
Until proven otherwise, I believe that every online self-marketing strategy can be classified as one of these two (three) types of strategies.