Is Anybody Out There?
The digital world can be a bit overwhelming. For marketers, the internet provides the opportunity to interact with their present and potential consumers at any time, with the hope of cultivating brand loyalty (and, hopefully, boosting the bottom line). On the other hand, consumers are constantly confronted with a barrage of information. (Facebook alone produces 2.5 billion pieces of content EACH DAY.) Breaking through the noise and establishing your brand as a voice worth listening to requires an approach that centers on relevancy, thoughtfulness and realness. Is it important (or interesting)? We’re not advocating that you should spend every waking moment scanning for the next big thing in internet humor or a soundbite from a “guru.” Even if you find it, chances are that somebody else has shared it before you got to it. But, you should attempt to share timely, relevant content that your audience will appreciate on a regular basis. Whether you're sharing a clip of a cat taking a bath or a tip sheet on figuring out Facebook's latest algorithm change, ALL content should be important to your audience on some level. Think Before You Post Nothing posted on the internet goes unseen. It may seem hard to believe, but SOMEONE sees every tweet, post and thought you put out there – even if it’s just for a second; even if it’s at 3:30 a.m. (If you’re tweeting at 3:30 a.m., you’re probably going to wish that no one had seen your musings in the morning, anyway.) Be thoughtful about digital content. Use an editorial calendar to keep track of upcoming holidays and events and structure content around them. Engage in meaningful conversations with followers on a consistent basis – and when we say meaningful, we mean just that. Nothing bugs us more than a form “Thanks for following! Like us on Facebook” direct message after following someone new on Twitter. If you have something to say, take the time to make it personal. And, of course, make sure social exchanges are positive and uplifting – no one wants to hear bad news or griping all the time. Ensure you’re a voice that people want to hear. Keep It Real Your community will appreciate if they feel like they are talking to a real person at the other end of the computer screen. A major benefit of the digital age is that we can make connections with people far and wide. Remember that communication is about mutually delivering and receiving messages. A robotweet is broadcasting a message, sure, but is it being received? Probably not with the intended message. Keep these three simple things in mind, and you’ll find it easier cut through the static and reach your target audience. After all, they don't want to be stuck in the content quicksand any more than you do.