In my opinion there are three types of marketing, Awareness, Conversion, and Reminder Marketing. Today I want to talk about Reminder Marketing and how it plays in Social Media.
Of the three Reminder Marketing plays best in Social Media. Once you’ve have won the hearts of your customers, which is the hard part, now you just need to remind them who you are and what you do.
Specifically salespeople have the hardest time with this. Their clients may have loved working with them but if they are in an industry that only gets used every couple of years, it’s hard to stay top of mind.
I’ve heard stories of family members forgetting that someone was a real estate agent or an accountant. I have several people that I know through playing basketball and I have completely forgotten that they were in an industry because I associate them with basketball.
I’ve often wondered what would happen if Coke stopped advertising. It seems to me that there are maybe 20% of the population that only drink Coke. 20% that would always pick Pepsi. 20% that just don’t drink soda. The other 40% just drink whatever is in front of them. That’s millions in advertising to a fickle bunch.
So if you can get to people online, your reminder marketing is much cheaper than billboards and TV advertising that is using the shotgun approach trying to hit anyone breathing and hoping the people that are watching are fans.
And if you have fans in Social Media they are more likely going to share you to others in Social Media. Being there makes it easier to tag you and direct people towards you.
I constantly see people on Facebook asking, “Who’s the best ______ in my area?” The ones that can tag a business are more likely going to get a shot at the business.
Also, in my definition, email is Social Media too. And email is still shown to be powerful and effective.
Remind people what you do, who you are (give some personality), that others use your service, and that you are good. Remind them while not making it all about you because honestly that becomes boring.
Everyone wants the viral hit. They want their blog post, video, tweet, facebook post or anything to blaze through the internet. And while it’s hard if not impossible to figure what will be a viral hit, we have to start at the point of “Is this shareable?”
Right now we are in the midst of a government shutdown. While a few posts are going slightly viral it is unlikely any will be truly viral. You have the fervent supporters, the supporters who don’t want to talk politics, and the opposition. That’s not enough people to go viral.
This is why Hostess going under got more people talking about it than Congress going under. You’re not going to have backlash talking about the demise of Twinkies, though they are back now. There was no way they wouldn’t come back.
I shared about Jared and The Mill. I have a high threshold for sharing music but I really liked their sound. Their content was good enough to reach my threshold. I have shared about them since I first heard them.
Looking at which of your content gets shared will help you find the recipe. But remember that you have a bunch of lurkers who just want to see your content, their threshold is higher but that doesn’t mean they don’t read. Don’t always strive for the common denominator of sharing.
Don’t post just because you think you need to fill the silence. Make it good content that is worth sharing.
Often when we meet potential clients they are expecting something akin to TV style marketing on their social media platforms. They want to push their product, passion, message, or style.
With TV, magazines, billboards, or radio, it is Interruption Marketing. You have a very short window to get their attention and to appeal to some part of their brain. Because of this short time, it is about message and few companies can afford to do a long term marketing push without a specific message.
As popular as the Old Spice Guy was, almost no company was willing to be the trailblazer and try it. Afterwards, when it was deemed successful, several companies were upset that they didn’t get a chance to do that campaign and a few others tailored their ads to that style with varying degrees of success.
In social media, you can’t constantly push your message and I think people are starting to understand that as they adopt social media in their own lives. And then we have people with a sincere message whether it is about food, money, or something else life-changing, and that is all they want to put out. If you’ve ever been at a party listening to someone like that you know what I’m talking about. I call this the Party Test.
This is doubly true for non-profits whose message is often a bit depressing as they try to find help for the needy.
Without belaboring the point, something I read recently from Oprah puts into perspective and gives me someone with credibility to prove my point.
In an interview with New York magazine that her network’s early ratings struggles came because it was “too stoic and too serious”. “I have a tendency to look at everything from the point of view of: What is going to be meaningful, and uplift people? That can become too stoic and too serious — which is the same issue I suffered with at the magazine in the beginning. It needed more humor”, Winfrey told New York. “So we [began] looking for lighter fare. Welcome To Sweetie Pie’s works. Iyanla: Fix My Life was also a turning point. Having programming that was in alignment with the vision but also left the space to widen the lane for the vision. If it were up to me, I’d be doing [Winfrey’s Sunday talk show] Super Soul Sunday conversations all the time.”
Oprah is one of the most inspirational people out there in the past 20+ years. Even she came to realize that you can’t hammer people with those messages of change. You can’t sprint all of the time, you have to rest.
This is why we believe that you have to some humor and fun as well. The pages that don’t have to have a big enough audience to pull from to reach much success. But if you notice the types of posts that get the most shares it often involves levity or fun.
Are you showing your fun side?