Is writing a LinkedIn post a marketing or a business development activity? And does it matter?

Answer: Marketing, and very much.

In most professional services firms, there are people with a range of marketing and business development job titles. And yet there is an industry-wide problem with being able to clearly understand the true nature of the various roles. I often ask coaching candidates about the difference and get blank looks in return too often.

For simplicity sake, I like to think of marketing as any activity that is a one-to-many activity – speaking at a conference, publishing a post, tweet or newsletter, attending a networking event – with the goal being to broaden the reach of your message or brand. Business development is any activity that is a one-one activity – a phone call, a coffee meeting, an office meeting – with the goal being to identify a specific need and offer a specific solution. You use very different skills to conduct either activity. Marketing requires analytical thinking, can be done from your office and creativity. Business development requires active engagement with specific clients or prospects, high emotional intelligence, an understanding of the client and their particular circumstances and is the ultimate step in client’s making a choice. You need both to be successful.

Why is it important to differentiate? Because you need to choose the right balance of time and effort you expend in each area to maximize your outcomes. Because both take time, but only one makes money directly - business development. Only when you are in a one-one interaction, discussing a specific need with a client or prospect, do you have the specific opportunity to provide a solution for a reasonable fee.

I have seen far too many professionals get caught in the bright lights of presenting at a conference without leveraging the opportunity to meet potential buyers one-one on the side. And I have seen far too many internal resources wrongly utilised in marketing activities when their talents are more akin to business development and vice-versa. Getting the balance right is crucial.

Today's BD tip:

Look at your calendar between now and Christmas and consider the activity you have planned. Is your balance right? Consider adjusting the activities to suit your goal – do you need to improve people’s awareness of you and/or do you need more opportunities to be talking one-one about needs and solutions?

[First published on LinkedIn Oct 15 under the title 'The third week of Christmas - Are you marketing or business developing; and does it matter?']