I had a conversation the other day about the value of blogging.  My friend was trying to understand how providing help to potential users of their service via a blog could grow her business.  ‘It seems like I’d be spending a lot of time providing information that really doesn’t guarantee results.’ she said.  ‘Wouldn’t my time be better spent on advertising?’

Sound familar?  Maybe you’ve asked the same question yourself.

If you follow this blog, you can find lots of info on how the Internet has changed the dynamics of mass media marketing.  Instead of rehashing that discussion, the interaction with my friend reminded me of a company that I got to know through years in the audiovisual business, Extron Electronics.  Extron is famous in the AV world, but if you’ve never been an AV geek, you’ve probably not heard of them.

In the late 1980′s, Extron’s primary business was building boxes that connected computers to large projectors.  Prior to LCD projectors and flat panel monitors, it was a daunting task to connect a computer to a large screen display.  There were hundreds of computers – each with a different configuration – and a variety of very expensive projectors that took specialized skills to set up.  AV technicians struggled to get the information they needed to make these devices work in a pre-Internet world.

So how does a small business like Extron, selling a specialty product, with no tie to the larger computer manufacturers or the high end projector manufacturers, make its name?  Well Extron decided to not only make great products, but also to become experts in how to interface all types of computers with all the types of projectors on the market.  This small, innovative company became famous within the AV business for its persuit of information on new models of computers and projectors.  AV techs all over the world learned Extron’s number and used it anytime they were in a pinch.

In a further brilliant move, Extron also started shipping small screwdrivers (called tweakers) with all their products.  These tools became indispensible for AV techs and was a great way to keep their phone number handy.  I’ve been out of the active AV business for 4 years now and still have a half dozen tweakers in my office.

So what does that have to do with social media and Internet marketing?  Extron gambled in an age before the Internet that providing valuable information to people who use their products would grow their business.  By providing support to key users of their products rather than just advertising their products, Extron conquered the industry.

So the moral of this story is simple.  Figure out who uses your product and focus your business on becoming indispensible to this group.  If you are successful, the users will make sure the market knows how to buy your product.  Oh, and if you need a cool electronic gizmo, check out Extron.  I love those guys.

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