Many businesses continue to operate under the assumption that a website, a basic product offering or great brochure will bring profits and revenue to their bottom line. Those days are over. Brands are now crossing over into the hybrid marketing era that incorporates some form of social media.
You already know the importance of product, price, placement and promotion, but none of that matters without people. People is what build relationship and creates opportunities. And that’s exactly what social media has added: the fifth “P” of marketing.
Whether your brand provides information products, consumer goods or services, one thing still remains the same: the most effective marketing is still word-of-mouth (WOM).
WOM generates buzz and it gets passed along over and over and over again in a highly influential way. It’s how friends tell friends about the things that excite them or what business owners tell other business owners on what works for their business.
According to the latest Nielsen Global Consumer Survey: 90% of consumers said they trust recommendations from people they know, while 70% trusted consumer opinions posted online.
It’s indicative that all forms of advertising retains certain level of pervasiveness to them. In the case of WOM, it contributes to instant social proof and is particularly effective in social media.
Consider social media the new viral marketing tactic and will typically involve the following steps in launching a campaign:
An effective message: How you position your brand and the message you’re trying to get across. Knowing your audience (the influencers, decision makers) is the key to build a winning message. It’s all about getting the right message to the right people while being authentically efficient. Communication is the heart of your customer acquisition and engagement strategies, the key is fostering a high quality relationship that aims to build long-term value: the foundation of a trusted connection.
A targeted channel: Although many brands are still utilizing traditional media outlets, ideally you want to target the most cost-effective channel that’s appropriate for your brand. Social network advertising channel is rapidly becoming the favor platform for brands because online advertising is cheaper compared to other mediums such as TV and print and is far more targeted. With that said, face-to-face interaction is still the top channel for people engagement. Nothing will ever replace the old fashioned hand shake, a lunch or even that discovery phone call.
A viral network: Social media has created a new instantaneous viral network, Facebook has more than 250 million users and Twitter has 20 million growing more than 1000% year over year. There are other social networks you can tap in such as LinkedIn or even the blogsphere. The point is your customers are already on those networks connected and connecting with other like-minded individuals, sharing and commenting in groups with detail profiles and pictures. Consider social network that’s a directory with the domino effect.
Now that you’ve got your killer message and a channel to distribute it, how do you get the viral network to be, well, viral?
The answer is simple: you need to be trusted.
Relationships And Conversations
In order to be trusted, you need to build influence on your audiences’ terms and be truly authentic in sharing and informing. I’ve discussed being authentic before so I won’t get into the detail again, but recently I’ve found that there are some low level engagement that are both ineffective and deceiving.
In a recent article “Who cares about your news”, Valeria Maltoni clearly illustrated the problem with inadequate engagement and I encourage you to read her post. In fact, I too received similar email from Gary Vaynerchuk’s publicist on July 9:
Hey, this is xxx from xxx. I’m working with Gary Vaynerchuk to help promote his new book: Crush It: Why Now Is the Time To Cash In on Your Passion. Because the book deals heavily with social media strategy and branding, which is obviously something this blog talks about as well, we thought it might be something you’d be interested in checking out…
Ironically on the same day I received another email from a personal branding expert which I will not disclose here asking me to boost his rating on Amazon:
…my book, xxx, is being sabotaged on Amazon.com. Basically, 5 people are giving it bad ratings, just to be negative and then at the end of each review where it says “Was this review helpful to you?”, they (and their friends) are selecting “yes,” which pushes up those negative ratings to the top and hurts the brand of the book.
As a favor to me, could you please go to Amazon link here and press “no” under the bad reviews and “yes” under the good reviews…
Honestly, I wasn’t offended but rather disappointed with the meaningless connection attempts by both media “celebrities.” Not only do they have a large following, they’re also role models to many. It’s obvious that both emails wanted me to do something but why would I care about someone that doesn’t care about me? Have they read my blog or know what their readers are about? Is it all about selling books?
You simply have to apply those questions to your audience to start thinking about the meaning in your engagement. Often time it will lead to questioning the value of your product and the impact of your offering.
People can be impressed easily but that doesn’t mean they’ll act on it to buy your product or do what you’ve asked. You’re audience can be your best word-of-mouth marketing campaign but that comes from within the quality of the engagement.
As a marketer myself I understand the “selling” tactics but it only works best if you bring value to the connection and develop a consistent long-term relationship with your audience.
Why waste the time to reach out if you aren’t ready to have a meaningful conversation?
Owning The Social Distribution Network
Social media is about having a presence then connecting and sharing meaningful information with your audience for the long haul. I’ve covered the pillar strategies in “7 Keys to Creating Social Media Strategy for Your Brand” as a high-level overview, so now let’s look the desired outcome of branding in social media.
Conceptually, you are the center of the network universe and social media is the tool that enables you to build a community around a product or service in forging your brand’s marketing distribution channel. Once you’ve earn the trust, it spreads like WOM marketing expanding to all directions reaching your potential prospects.
Whether you have a brilliant product or the perfect message, developing your channel takes time and precision while owning it takes relentless focus on your audience’s ongoing needs.
The downside to the network is that it can work against you destroying your reputation just as fast. This means knowing your brand strategy in social marketing will be extremely important to maintain the sphere of trust.
Here are 3 keys to improve your brand while marketing in social media:
1) Move the “free” line
If you want to be part of the decision making process, you need to be considered as a key opinion leader or resource. Supply your audience with free resources such as reports, statistics and guides that can help elevate your perceived expertise. With the amount of information on the internet today, your audience can find almost anything but if you can quantify the information that leads to a path of knowledge enrichment, you will certainly earn a few brownie points to be considered as the prime candidate. Google does this very well with their how-to videos extending their brand with social learning.
Your customer will compare before they a purchase anyway so why not give them a reason to start liking you because you’ve willing to share the wealth. If the free information you provide is valuable, you’re already a step ahead of your competition not to mention that you’re turning them into your “A” customers by providing all the necessary training and education.
2) Crowdsource for improvements
While the success of your brand’s often comes down to the effectiveness of your message, it pays to ask questions. Companies like Starbucks, Best Buy and Pizza Hut are all using customer feedback to improve product innovation and service experience. Starbucks even let’s their customers suggest on new product ideas. Social marketing shouldn’t just be about the outbound messages; it’s an ongoing dialogue to better serve your audience.
The customers that give you feedback are often your most loyal customers so why not reward them by fulfilling a few of their suggestions. Keep in mind that providing what they want should not be the main source of innovation, rather it’s a good starting point.
3) Embrace brand transparency
People appreciate honesty and integrity so all you have to do is stay consistent and admit when you’re wrong. If you try to twist the truth, you’ll not last long and people won’t forget manipulations and deceptions.
This can be seen by how Major League Baseball players are forgiven about steroid use if they admit their wrongdoing rather than lie about it. The players that got caught were all given a chance to show their remorse, the ones that lied never get to play the game again because they simply can not be trusted.
In addition, when you show progress or improvement as a brand, your customer will empathize with you for the openness and sincerity. Similar to the examples I gave above on the two media celebrities, if they actually took time to get to know me, I may very well assist them with their requests, but now it’s back to square one again.
How are you improving your brand in social media? What kind of success did you have with your social marketing efforts? I’d like to know your thoughts.
In order to utilize the time on hand, it’s important to maintain focus on what’s relevant and wrap your head around a resource that walks you through the social media maze. Rarely is there a silver bullet that can solve all the marketing challenges so the key is to research and learn as much as you need before you jump in. However, research can be the source of wasted time so it’s better to approach experts within their respective disciplines or pick up a book like Friends with Benefits: A Social Media Marketing Handbook, by Darren Barefoot and Julie Szabo.