Making your voice heard

Consumers make quick judgements about brands. We spend so much time online these days, we are constantly making snap decisions on who to follow. There can be different motivations as to why someone chooses to follow you, but for the purposes of this article I want to focus on businesses who are trying to attract new customers, and retain existing ones. If you’re looking for some quick pointers to help you stay on track with your marketing strategy read on.

BE CONSISTENT

One of the biggest turn-offs for a lot of people is inconsistency. As a consumer if you aren’t sure what a brand represents it can be confusing and you are less likely to commit to following and engaging with them. If you are starting out and want to build a community (and ultimately attract customers) you need to set out a clear brand identity for your company. I’m not just talking about visuals, but knowing how to translate your brand’s personality into the written word is crucial too. Are you funny, informative, irreverent or serious? Try anthropomorphising your brand – for example if Social Butterflies was a person it would be a career driven mother who was a savvy consumer of lifestyle products and services. If you can define its personality and attributes you can begin to see its place in the market. Being confident about this information will help you stand out from the crowd and create a niche for your business.

STAY TRUE TO YOU

Don’t keep chopping and changing your offering. Nothing says “I don’t know what I’m doing” more than a company that regularly changes its image and business offering. Being consistent doesn’t mean you can’t evolve of course, but over time. If you’re overhauling your entire proposition within a matter of months from launching (or even every couple of months) then something is seriously wrong. You need to take time out, reassess what it is and have a clear business strategy before you start marketing your services. Particularly if you are offering any kind of marketing services – this could be the kiss of death for your business otherwise.

THINK LIKE A CONSUMER

The best way to get back to basics with your online business presence is to think about how you interact with social media as a consumer. Sometimes you can be so immersed in the day to day running of a business you forget to put yourself in the consumers’ shoes. Look at how other businesses project their image online – what works and what doesn’t.

BE A LEADER

But don’t follow a lazy business model by simply copying what other people are doing. Authenticity and originality are the attributes which will engage and retain your customers, so keep it real. You’ll find that customers in a niche audience will tend to follow the same people, so you will stand out as a copycat pretty quickly. If you’ve been inspired by someone else’s success then that’s great, but trying to keep up appearances and shadowing someone else’s online persona will only lead to feelings of disappointment. Concentrate on your own strengths, your company’s USP and carve out your own voice.

DON’T OVERSTRETCH YOURSELF

Don’t compare your business offering to others and simply try to match or exceed it. If you have a strong offering in one or two keys areas, then focus your energy on building those up and making them pay. Once you’ve honed those, then you can look to expand your services or product range. Spreading yourself too thin just to keep pace with competitors is not good business practice. Always remember what your key skill sets are, refine them and teach yourself new ones.

IT’S NOT ROCKET SCIENCE

The message is pretty simple: know who you are and what you do. It’s not rocket science, but so often people get overwhelmed by the mass audiences online and start to panic. This is totally understandable; it can be an overcrowded marketplace. But all the more reason to take a step back and have a clear digital marketing strategy in place before you go live. Be confident in your offering and if in doubt seek advice from professionals.


If you’re interested in finding out more then visit my new digital marketing consultancy website: amywhitedigital.com.

<a href=”https://www.bloglovin.com/blog/18874577/?claim=nt8dse2scn2″>Follow my blog with Bloglovin</a>

The importance of being authentic

Size isn’t everything. I’m talking about audience size (of course). It’s not always a numbers game for companies wanting to market their products or services to customers. Quality can be better than quantity in terms of influence: an engaged, niche-demographic can be the best audience there is. I recently wrote an article about digital trends for 2017 and in that I mentioned the rise of the micro-influencer (usually with a following of approximately 30k).

This group of social media darlings have amassed significant followings but still retain key traits that companies (and audiences) are looking for: accessibility, authenticity and trustworthiness. Whether you are a company wanting to work with an influencer or an aspiring influencer wanting to work with a company, the most important relationship you have is with the audience you are trying to reach – forget them at your peril. You may have heard the term ‘brand ambassador’ used in this context, it refers to someone who has created an engaged following and a brand wants to reach this audience through this person, the so-called ‘ambassador’.

I’ve seen some very poorly executed examples of this kind of marketing, really cringe-worthy stuff. Just remember, the audience these influencers are courting are savvy social media users and they won’t be fooled by clumsy advertising, masquerading as real-life endorsement. As audiences become more sophisticated and discerning it’s time brands realised the importance of creating decent content with influencers, instead of simply pushing product placement.

Stop thinking about content ‘marketing’, start thinking about content ‘publishing’

I come from a background in editorial and I came into marketing later on in my career, but the values and integrity which I absorbed during my time at the Guardian hold true more than ever. Provide interesting, useful, engaging, thought-provoking content (blogs, videos, social media posts) that people genuinely want to share and the audience will follow. That audience is more likely to become a customer if they feel reassured by the way your company conducts itself online (and influencers will retain their valuable followers).

Audiences have changed: they make quick judgements and they are arbiters of their own online worlds. Google’s algorithm favours well produced content, so take time to consider how you can become the ‘go-to’ brand to get interesting, useful information. It doesn’t always have to be directly related to your business either. The new freelance business I’m working on will have this ethos at its core. Give people something of use and they will happily share it. Have confidence in your business offering and customers will follow.