This photo is by churl on Flickr.
I'm finishing up Inbound Marketing | Get Found Using Google, Social Media, and Blogs by the fabulous folks at HubSpot. The thesis of the book is that it's far more effective to acquire new donors, members and advocates by getting them to come to you (via Google, social media and blogs) vs. interrupting people (boo!) with unwanted emails, telemarketing calls, and radio and TV spots (even if you could afford them).
The trick is, "getting found" online takes a lot of work. You have to have the talent, creativity and patience to build up a lot of great content that people actually want to read. This is why your next hire should be a writer.
According to Brian Halligan and Dharmesh Shah, co-authors of the book,
"Ten years ago, your marketing effectiveness was a function of the width of your wallet. Today, your marketing effectiveness is a function of the width of your brain (bold my emphasis). You no longer need to spend tons of money interrupting your potential customers. Instead, you need to create remarkable content, optimize that content (for search engines, RSS readers, and social media sites), publish the content, market the content through the blogosphere and social mediasphere, and measure what is working and what is not working.In short, if you want to get found via search engines and via social media you need to start creating great whitepapers, e-books, (short) videos, podcasts, webinars, teleseminars, articles, blog posts, etc. NOW! The only way to do this is to have someone on staff that can write.
You want to think of yourself as half marketer and half publisher. You might consider making your next full-time hire a writer/journalist."
Can't afford to hire a marketing communications person? Read my tips for becoming a better writer in this article. You should also check out Copyblogger for excellent advice on composing compelling prose.