Most people use this phrase when they are getting accustomed to a new home in a new city.

I propose that “Putting down roots” is equally appropriate for the work you do when you’re reaching out to new groups of people through your marketing efforts, whether that is direct mail, social media, or anything else.

“Putting down roots” means you’re making an attempt to grow.

When you write a guest blog post, you’re putting down roots. Those roots cannot grow though if you deprive them of water or, in this case, your attention. Go back to your blog post and respond to reader comments. Then, go back to the blog now and then and comment on other authors’ posts. Blogs have communities of like-minded people that follow them. Participating in those communities demonstrates what you are about, what you care for, how you think, and why someone might want to learn more about you and your organization.

The same goes for the rest of your marketing. You put down roots and then give them the attention they need to grow strong and fruit in the future. When you do an email append, you don’t just email once and then never again if people do not respond. You follow up and find out what those new people respond to. You nurture them, and eventually, you see the fruit of your labor.

Not every root grows into a strong plant.

But, as any gardener will tell you, the time and attention you spend on a plant before, during, and after planting is one of the strongest determining factors in the growth and success of a plant. If you put down roots in new places and nurture them with attention and care, you will see new markets develop, new people coming to you, and greater exposure and opt-in involvement than you’re currently getting in your normal groups and channels.

After all, gardens can’t grow if the gardener doesn’t plant new and more plants, right?

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Tags: direct marketing, Social marketing