I’ve noticed a trend recently when it comes to blogging and social marketing: it seems like a lot of companies are talking at their customers and not with their customers. When it comes to marketing, it feels as though businesses are shouting into the void and throwing everything they’ve got at the wall to see what sticks. Man, what an awful way to market.
Marketing and sales are so intertwined that they can look like the same thing. What’s worse, sales is usually such a higher priority that for many businesses marketing is sales. I’m here to tell you why that’s not a good idea. Marketing isn’t about talking at people, it’s talking with them. When done well your marketing efforts will fit seamlessly into the day to day of your prospective customers. This is a pretty hefty undertaking though, so I’ve broken it down into three bite-sized points to take home: you need to perfect your message, you need to adapt your style, and you need to focus on quality over quantity.
With these three tenants in hand, your marketing strategy will feel more organic and authentic as it resonates with those who encounter it.
Perfect your message
Ultimate marketing is about your message. You have something to share with the world, and while how you share it is crucial, what you share is just as important. It’s not just what you’re selling, it’s the reason ‘why’ as well. Marketing done well isn’t ‘Hey look at this product, we made this product and you should buy this product.’ That works for children, but not for everyone else.
To really craft a winning marketing strategy, at its core you need a solid message that people can buy. It doesn’t have to be altruistic or idealistic or any other ‘istic’. But it does have to be authentic. Take Apple for example. They were founded on going against the status quo, by challenging convention and making the personal computer a work of art rather than a utilitarian machine. At the end of the day though, they still sold computers, they just had a different reason as to why they did. Find your reason and your marketing strategy will follow its lead.
Adapt your style
You know what irks me? It’s when I see an identical post on Facebook, Twitter, and LinkedIn. You’ve got three very different social media outlets with varying degrees to what type of posts they support as well as their lengths and you get people just pushing out the same content to all three. Not only does it scream ‘laziness’ to me, it just screams. It’s filler and it’s not the winning content that would engage or compel me.
Instead, adapt your message to its medium. If you’re pushing the same content across networks it doesn’t show much thought. However, if you use image, video, and text content in unique ways to reach your target audiences then that shows an incredible amount of thought. It’s certainly tough getting started though, fortunately there are plenty of great resources such as this article from Hootsuite to help you brainstorm.
Be thoughtful with your content, don’t just fire BBs into the abyss, send your message out strategically and you’ll see a difference in its reception.
Quality > Quantity
When the internet became a thing there was a mad dash to be on it. When Google came around and used advanced algorithms to rank websites people went nut over page rank and SEO. Turn the clock to present day and you’ve got people pumping content for the sake of content into the web in hopes that their site will rank higher.
Not only is it ineffective, it can make your marketing strategy look scatterbrained at best, and irritating at worst. When it comes to content, whether it’s blog, video, or social it’s quality that matters more than quantity. You’re a thoughtful person; I know that so your readers and followers should as well. Sure you could pump out 10 low-quality blog posts each week, and they may get some attention and views but wouldn’t it be better if you spent more time and wrote 5 quality posts that received a higher level of engagement?
Yeah, I think the choice is clear too.
Stop shouting into the void and start marketing with intent and style. Your marketing efforts don’t have to be about throwing everything at the wall to see what sticks. Instead, they can be strategically landed jabs to lure customers in and hook them on your message and brand.
By following our tips you’ll give new life to your marketing and content strategy, and engage potential customers in an ongoing discussion rather than yelling through a megaphone. At the end of the day it’s about building relationships, and crafting a personal brand that resonates and engages with its audience is a fantastic way to get to the next level.