Becoming a resource in your industry
Everything you do online is a form of a sales pitch, from how your website and social presence is perceived to the type of content being posted regularly. Many businesses however, miss the mark on utilizing digital strategies by instead slamming followers with harsh sells and marketing jargon.
We can't treat online efforts like we would other mediums; it's in real-time, constant and gives the power to the people.
Taking a different approach online
Marketing itself has changed. The days of Mad Men style advertising where the tagline is the most important element have vanished.
Don Draper never had to worry about his client's SEO rank or online presence. Marketing in the social world is about branding and positioning yourself as a leader in your respected industry.
This goes above typing “expert” or “guru” in your bio headline. Becoming an industry resource takes time, effort and a stock pile of relevant content directed towards your primary target audience. It also helps that users can find your information not only through social networks but when searching on Google.
Be relevant and be interesting
As business owners it's a struggle not to include “Buy Now!” or “Share our page” after every Facebook post, tweet or blog because that is of course why you are online, to sell. However, we must step out the regular way of thinking in terms of marketing.
If you're posting content of true value to the right people at the right time than most likely your content will be read and shared. Your strategy should be about building trust as an industry resource through content and not broadcasted marketing spiel.
No one likes a narcissist
Your parents probably told you it's rude to constantly talk about yourself, well; the same rule applies for your business online. This is where your industry as a whole plays a major role in shaping the content you are publishing. Resist the urge to update solely on your business, instead discuss latest industry news, related fields or what's going on in your community.
You'll get more eye rolls and unfollows from harsh sales pitches than any leads. People want to connect with experts, businesses who are doing innovative things in their industry. Your digital marketing efforts are a way to reflect that.
*Learn digital marketing strategies in our workshop August 14th
For business Owners and Marketing Managers to learn how to successfully organize and manage social media teams for effective campaigns.