Businesses using digital marketing, social media marketing and content marketing tread a fine line when it comes to talking themselves up but how do you know when you’ve stepped over it?
That is the million-dollar question and the short answer would be, you don’t know and you won’t ever keep everyone happy.
I’m not in the business of short answers though (it would make my blogs useless for a start) so I’m going to let you in on a few little nuggets that help us at Juggling Swords.
There are loads of agencies out there that will tell you how important likes, followers and fans are on social media and that’s very true, they are. But, and it’s a BIG BUT (we like big butts), don’t put all your emphasis on just building an audience.
Once you have that audience you then have to think very hard about what content you’re going to give these fine people who decided to engage with your business in some way. We like to look at it from a more integrated content marketing approach.
There is so much noise on social media and the internet as a whole and most of it isabsolute crap. Your job – or the job of the agency that you employ – is to cut through the crap.
Quality, relevant and regular content is key and the tone of voice that you adopt within this content is just as important. Every business needs a strong tone of voice. Are you going to be wacky and irreverent? Are you going to be the voice of authority? It’s really important that you nail this right at the start of your content marketing or digital marketing campaign.
The people that follow your blogs and other social media are your bosses. Simple as that. Get to know them and how they speak. What else do they follow? What kind of stuff do they share? How hungry are they for information? Ask yourself all these questions then craft the content that they want.
This is the best way to build trust and respect. The other way would be to give them money and fine whisky, but that wouldn’t make good business sense.
So you’ve built a great audience on social media, your website is seeing a steady rise in users and you’re feeling fan-bloody-tastic. Job done, it’s time for a pint yeah? No. No. No. No. Your adoring followers won’t stick around if you’re not giving them something worthwhile.
Good content is an online currency. Give them something entertaining or that they can learn from. If you don’t do that, your followers – who incidentally should become your customers – will dessert you. Keep showering them with quality content and you’ll always be in their thoughts.
Celebrate your achievements with your followers, for sure, but don’t bombard them with a constant stream of propaganda about how amazing you are. People like to see a company that’s working hard and doing well but they’ll quickly turn off if there’s a lack of humility.
And definitely don’t post pictures of your new supercar now that your company is wildly successful, like one Scottish entrepreneur we know of. Only P. Diddy can do that. Everyone else who tries it just looks like a dick.