There have been many conferences and client phone calls where I was eagerly asked, “What is the next big thing?”
There is no secret sauce or pie or roast. The key to digital marketing success boils down to three factors:
- Language Tricks to Close the Sale - January 29, 2014
- Latest Contact At Once! Mobile App Release: Text & Chat on the Go with Full Business Control - January 23, 2014
- Dealer Video Marketing Profile—Bob Kirek - January 7, 2014
At the most recent conference I spoke at, I proposed an idea that allows any business to hit all three points and find digital marketing success. The starting point? Stop thinking like a business, and start thinking like a consumer.
Let me start by saying that the top social networks (that are most likely the legs your current digital marketing strategy stands upon) were never intended for businesses.
Facebook was created for students first, and when those students graduated it expanded into the general public. Then they decided that maybe businesses should join the fun and have their own feature on the site, Facebook Pages.
Even in a digital marketing career, however, I’m hesitant to connect with businesses that are just so eager to sell to me morning, noon, and night via the same social networks I use to keep in contact with my loved ones.
A new social strategy: bring back the basics
Over 80 percent of marketers believe that Facebook is “critical” to their business and they can’t get their hands on enough articles about how businesses can use social network properly. Webinars, whitepapers, blogs—it is endless.
Why don’t we go back to the basics, back to the beginning, and start using Facebook and the rest of the social networks like a user? Why can’t we use our own staff as digital faces of our business instead of profile photos, boring buildings, and emotionless logos?
Have your staff utilize every social network and website out there as if they were a user, except they are a user representing your brand. You’re now a person and not another logo or brick building. This opens up your online strategy, because now you’re not just writing and posting about your products. Their experiences at your business and in your community are now content!
Think about it. Every social media critic jokes about how these online communities are just average people talking about the weather, what they ate for lunch that day, or if “Hunger Games” is like, way better, than “Twilight.” And then on the other side of the spectrum we have businesses banging their heads against the wall looking for content that works.
Stop thinking like a business, start thinking like a consumer; stop using social network like a business, start using them like a consumer. This is my secret sauce.
Christine Rochelle is vice president of operations for PCG Digital Marketing.0