Posted On: December 12, 2016
It’s no secret that social media is taking over the marketing world. Having your voice heard on a platform can relate to shouting an idea in the middle of a retail store on Black Friday. At times, it can seem like your content isn’t being seen or appreciated. I’m going to go into some of the many strategies you can use to increase the chances of having your message heard.
The Social Media Takeover
Busy, noisy, and impatient. These are some of the many characteristics of the social media takeover. While SEO, SEM, and many other marketing strategies are important, social media platforms have definitely shown their dominance and deserve the respected attention.
When you look around during the day, you notice that the majority of individuals are on their phones. Instead of physical, real world advertising such as candy or magazines by the registers in stores, or billboards on the road, many individuals are gravitating towards their phone to keep them occupied. When they are looking at their phone, chances are they are browsing through a social media platform. We know where people are looking; now it’s time to take advantage of the opportunity, the right way.
Stop Asking, Start Giving
There is one significant mistake we see businesses do on their social media, asking more than giving. In the past, before social media, popular methods of marketing and advertising included TV commercials, radio spots, website banner ads, billboards and many other traditional formats. The old school way of marketing was to ask for the sale right away. They would ask, ask, and ask without giving. While this was very effective in the beginning era of the internet, social media has now changed the game dramatically.
While those outlets can still prove effective when used in conjunction with modern strategies, they are not the primary source of marketing anymore. People are more attracted to content that is entertaining or insightful, rather than pushy advertising. The next section will go into how you can make that happen.
Blend In To Stand Out
Nobody has the patience to read an advertisement that is slamming words and selling points in your face. To effectively expand your brand, you need to provide content that blends in with the particular social media platform you are posting to. Facebook, Twitter, Instagram, LinkedIn, Snapchat, and the list goes on. These platforms have their own individual personality. You need to post content which blends in with what you see when you scroll through your news feed.
What do you enjoy seeing when you browse through your chosen social media platform? What is the last thing that made you laugh, taught you something important, or inspired you? Most importantly, what has made enough of an impact to make you share that content on your personal news feed for your friends to view? We are in a time where it is important to treat your audience like human beings, rather than constantly asking them for a sale. Take note of this kind of content, and think of ways you can use these tactics to give to your customers, rather than asking.
Let’s Summarize with an Example
Let’s say you run a company that sells athletic shoes. Instead of constantly posting images of your product with pricing, post content that will inspire your audience to want to play their sport or share an amazing play. Keep up to date with the latest sport trends and plays. If an NBA player were to make an amazing game winning dunk, be sure to catch that moment and share it on your social media outlets. If there is an interview with a well-known athlete, and there happens to be a funny moment, make sure to share that feeling with your audience.
This will allow you to blend in with what your audience views on a daily basis. Maybe for every 10 to 15 times that you “give”, go for the “Ask”. This is the “Jab, Jab, Jab, Right Hook” concept as conveyed in Gary Vaynerchuk’s book. This will allow your audience to realize that it’s your brand that is pushing the insightful or entertaining content, and will make them more inclined to purchase your product or service.
Here is the important message to take from this: Make your audience FEEL as if they are treated like real human beings and BE the reason why they receive a burst of positivity in their day.
About the Author
Self taught web developer who has proven to excel in a variety of areas. He started his career with Future Design Group as a web developer and has strong input in the operations of social media marketing. Esteban is constantly studying and researching digital marketing trends to keep up to date, and he always has a theory/educated prediction on the future of digital marketing.