[ted id=28 lang=en]
What’s this “content marketing” catch phrase you keep hearing about? It’s one of your most powerful marketing tools. That’s what it is. If it’s not part of your marketing strategy, it’s time to reevaluate!
Content marketing is essentially selling your brand without (directly) selling your product. How in the world could that possibly prove to be useful? Theory is – make your customers smarter and they reward you with their business. When you take a minute to think it through, it makes all the sense in the world.
Example: Let’s say you’re a single parent with two young children. As a single parent, chances are – pizza is one of your go-to dinners. Pizza Joint knows this. They also know you’re likely looking for things to keep the kiddos occupied over the weekend, but you don’t want to fill their mind with drivel on the television. Once a day or once every other day, Pizza Joint lets you know about events that are happening in your community that also benefit your family. Their name is far more likely to be at the top of your list next time it’s pizza time. Make sense?
A direct sell every so often isn’t a punishable offense, but it’s also not usually the best way to promote via digital media. Make sure your content is relevant as well as current.
You have an audience to reach. What’s keeping you?
Get out of your own way, already! Watch Tanya Geisler at Tedx – one incredible woman. In the words of Stuart Smalley, “I’m Good Enough, I’m Smart Enough, and Doggone It, People Like Me!”
“I can’t give you a surefire formula for success, but I can give you a formula for failure: try to please everybody all the time.” – Herbert Bayard Swope, American editor and journalist; first recipient of the Pulitzer Prize
And this, ladies and gentlemen is the truth. There will be clients that want the world from you. Once they get the world – they’ll want the sun… and the moon. And the truth is that you’ll want to provide it for them to your own detriment and to the detriment of your other clients. There will always be someone that you just can’t please no matter the hours you spend with/for them, no matter the effort put forth, no matter the amount of sleep lost. Now there will be two possible outcomes. Outcome #1 – You continue trying to please said client, suffer inordinate amounts of stress, possibly lose other (quality) clients due to time spent on this one – OR – Outcome #2 – You fire your client. Yes. YOU are the one in control of your stress level and you are the one responsible for keeping it at a safe and tolerable level.
Do the right thing by everyone, always. Yourself included. To conclude, a little ditty: “You got to know when to hold ‘em, know when to fold ‘em, Know when to walk away, know when to run.” – Kenny Rogers
What’s with this trend? Why is it that Social Media has so quickly overtaken traditional advertising?
Very simply – people don’t trust companies. They never really did in large majority. Studies say that only about 14% of us trust them, period. It’s probably been this way for quite some time but prior to social media – we didn’t have much choice but to take traditional paths.
On the flip side, why is it that companies like Angie’s List are (and has been for years) so successful? Simple. We trust other people. If enough individuals have had success with Brand X and talk about it to others, it makes us much more willing to give that company a shot.
Anyone can talk the talk. Companies prior to social media marketing had to rely on their marketing teams to create clever jingles, targeting huge audiences, hiring the latest greatest celebrity, etc… Obviously these marketing strategies have their place. But keep in mind – it’s talk. Even talk from celebrities doesn’t generate trust.
What’s the point, Amber? My point is this: You want you sales to soar? You want to develop brand loyalty? You want both of these to continue? Then you need to hop on the social media bandwagon. It’s what the public has been asking for all along and we finally have it!
“You can’t buy attention anymore. Having a huge budget doesn’t mean anything in social media…The old media paradigm was PAY to play. Now you get back what you authentically put in. You’ve got to be willing to PLAY to play.” – Alex Bogusky, Co-Chairman of Crispin Porter + Bogusky
It’s the way it always should have been and “that’s the way, uh hu uh hu, I like it!”