But there’s too much noise today. And it’s only getting worse.
Your potential customers have thousands of things to pay attention to.
And their Twitter Stream or Facebook News Feed is already full of other alternatives to your product or service.
The problem is that companies want to rush in to the tools and tactics of social media, without giving much thought to their overall strategy.
And the result is that they look, sound, and feel just like everyone else.
They’re lost in a sea of mediocrity.
So the key to social media is to stand out.
If you want to see return on your efforts, then you need to separate yourself from the competition.
3 social media tips you can use:
Tip #1. Define Who You Are
The first step to any marketing strategy is to define who you are.
But not some wishy-washy “mission statement”. Think deeper.
Really flesh out your principles and priorities.
Don’t sell commoditized products/services, are virtually indistinguishable from the next competitor, and don’t have a clear vision of who their target audience is.
The first step to positioning is by believing in something.
Companies today want to “market” to everyone, and are afraid of taking a stand one way or another. But when you try to appeal to everyone, you really appeal to no one.
Instead, you need to “market” to those people who share your worldview.
These people aren’t just casual consumers, but your raging fans.
Start with your strengths:
- What does your company/brand really stand for?
- Who do you (specifically) serve?
- What is the unique solution you provide?
- What specific qualities does your company embody?
- Why does your company even exist (besides to turn a profit)?
- Why are your products/services better than everyone else?
Tip #2. Position Yourself
How will you be different from all the competition? If you don’t come up with a unique positioning, then you’ll be forgotten. You’ll get traffic, but it will bounce and never return again.
One way to define who you are, is by defining who you aren’t.
Tip #3. Do Less
Finally, do less.
When you don’t have a lot of time, energy or money, then you need to focus where you invest to make a bigger impact.
Where do you start?
a. Focus on the essential: Your website, your blog, and email marketing.
You own each of these channels (including all the data or content you’re creating), and they’re proven to be the most profitable channels. So start there. If your website is sub-par, your blog’s content isn’t engaging, or your email marketing is nonexistent, then start here first!
b. Focus on the highest ROI activities:
Now figure out where you’re receiving “uncommon” results.
Maybe your style of creating content resonates with people and you see a lot of engagement.
Or maybe your Facebook page sends a ton of traffic back to your website.
Whatever the case, you should be able to identify one or two initiatives that are really giving you a lot of return.
There’s absolutely no reason you need to prioritize more than two social networks.
Pinterest for your business might be a waste of time.
Because most companies (outside of the Fortune 500) don’t have enough time, money or staff to make the returns worth the cost. They will eat up a lot of your time and energy, without giving you the returns you need.
And your goal is to stand out, not fit in.
So instead of spreading yourself too thin (like every other business), go deeper and create a more rich, fulfilling experience for your customers.
By Brad Smith
See on socialmediatoday.com