Ignore what others are doing. You know how to best talk to your community.

WineLibrary.TV’s very own Gary Vaynerchuk posted his latest video on his website, it got me thinking about a couple of things. The topic of today’s video was that “1 show doesn’t fit all”.

So what’s that saying? Well Gary’s point was that just because someone has a success with a specific program or campaign, doesn’t mean that it will necessarily produce the same results for you. Rather than trying to “keep up with the Joneses”, you should be more focused on what you think is the best way to engage the community. Yes, you can look at all the metrics, blogs, and research that you can come across to help make a decision, but if you’re nearest competitor decides to use podcasts to reach out to their community, then do you think that it’s the same way to go? Why should it?

Just because your competitor is now targeting a specific demographic or personality, does not mean it’s the same way for you to go. You of all people understand your community the best. Don’t try and feel that when it’s time to run a specific campaign that it needs to be something that’s already done. If you think something works best, then go ahead and run with it. Don’t second-guess yourself and see what company X, Y, and Z are doing. If you do, you might as well merge your operations with them and let them call the shots…because that’s the only way things will get done.