In the current age of information, statistics reign supreme. Organisations rely heavily on data metrics for almost all business processes, from product development to marketing – and everything between. But what if the social media data that you analyse is the wrong kind of data? How would that impact your present business operations and your plans for the future?
What are social media metrics?
Metrics are quantity-based measurable data sets that can be used to provide information on a range of business activities. However, not all data metric types are created equal. Some figures are accurate and indicative while others, although they may be correct, provide irrelevant and/or misleading information. Based on the type of info provided, these data sets fall into two broad categories, namely: Vanity Metrics and Engagement Metrics.
Metrics: Vanity vs. Engagement
Vanity metrics: Vanity metrics are statistics that provide general information, and are usually too broad or vague to have tangible business impact. Figures such as page likes and average user time are examples of vanity metrics. While on the surface theses stats may seem impressive, they don’t actually tell you much about your active client base. For instance, “average time spent” includes the time that your page may be left open for hours by users that have no intention to purchase. But, the bad news doesn’t stop there. As vanity-based records are easily manipulated, the figures you see may be fabricated altogether. This is done by unethical methods such as buying bulk followers. Such followers are not actual people, but rather fake or automated accounts. Unfortunately, the rude awakening for businesses is only likely to arrive when it’s too late.
Engagement Metrics: Engagement metrics are relevant and factual statistics that provide valuable insight into your market. While these numbers are much more conservative that vanity data, engagement metrics are reliable and functional when it comes to practical application within the business environment. It is not only to the type of data, but also the level of detail that engagement metrics offer, that promotes knowledge-based decision making.
Engagement metric sets reflect how real people interact with your brand. Reports can be customised to show only relevant audience sectors in terms of your business’s geographic areas of operation and defined customer criteria. This helps to provide a more realistic indication of your actual consumer market. Furthermore, analysing your engaging audience demographic may reveal additional untapped audience segments to target for expansion. You can can review the success rate of different marketing approaches to maximise the efficiency of future activities. In addition, you can gain access to competitor social media information as well.
Engagement Metrics & Business Strategy
When it comes to business strategy, it is clear that the data type used has a serious impact on the success or failure of a venture. Make certain that the reports provided by your social media team reflect engagement metrics customised for your organisation’s specific requirements. Such statistics need to be critically assessed and interpreted by decision makers. Social media activities should be aligned with your business objectives, and marketing campaigns reviewed to determine return on investment. The analytic tools offered by social media are incredibly valuable, but only if they are used correctly. Tap into the wealth of information offered and reap the rewards that follow.
CLICK HERE to set up a meeting with Social Media 101
Social Media Employee Amplification is one of the three main categories of social media advocacy marketing. The other two categories are influencer marketing and customer endorsement. Influencer marketing relates to promotion by traditional brand ambassadors like celebrities or affluent personalities. More recently, social media accounts with a large follower base have been added as influential entities. Customer endorsement refers to positive public commentary by clients and is considered word-of-mouth marketing.
This article focuses on the third and most intriguing form of advocacy, namely employee amplification. We will explain what this concept means, what the benefits to using it are, and highlight key considerations for implementation.
What is Social Media Employee Amplification?
In short, this approach centres on harnessing the power of your staff as brand ambassadors for your organisation. The process itself involves tapping into the value offered by employees through social media activities. This is done by encouraging staff members to publish or share brand messaging on their personal social media pages. The concept of employee amplification certainly adds a whole new dimension to the term “human resources”…..
“76% of survey participants said they were more likely to trust content shared
by their network (people they know) versus content shared by brands.” (Adweek)
Who should use employee amplification?
Theoretically, any brand could use this technique, regardless of organisation size or business industry. But success of employee amplification hinges on how your staff feel about the brand. Are they passionate about it? Are they proud to be associated with it? Do they believe in the service or product offering? The more loyal an employee is, the more authentic their endorsement will be. No staff member should be forced to publicly support their employer via their personal platforms if they are not keen to do so. Unhappy or unwilling individuals are likely to cause more harm than good.
“79% of firms surveyed reported more online visibility after
implementing a formal employee advocacy program.
65% reported increased brand recognition.” (Hinge Marketing)
Benefits of Employee Amplification
Reach & Exposure: Earlier is year, Facebook made a change to its algorithm that had a major impact for business pages on the platform (click here to read more). The change meant that users see more posts from their friends rather than business pages, drastically reducing organic reach by brands. Employee amplification means that you can counter-act this change as content shared by staff will not have the same restrictions as posts shared by your business page.
Using business networking platform LinkedIn as part of an Employee Amplification strategy is also a great way to gain exposure via employees’ professional networks. The platform has a viral quality to their algorithms in that every post that a user likes, comments or shares is directed to their contacts timeline. Content shared by users has a generally much wider reaching when compared to a business’s own page.
Organic reach: As mentioned above, posts shared by employees will have organic (free) reach. Such exposure would result in better social media figures that are unlikely to be achieved via any other unpaid method. It is therefore a financially beneficial technique.
Credibility & Engagement: Content shared by a staff member is largely seen by people that know the person thus adding a level of credibility to the message. Posts by network contacts will also have a higher engagement percentage (views, likes, shares, comments) than those sent directly from the brand’s account.
Business & Marketing: Other tangible benefits include increased sales, improved brand awareness and affinity, and a higher level of consumer trust in the brand. Not only do these elements positively impact bottom line objectives, but also support other company activities like recruitment due to favourable positioning.
“Company branded messages reach 561% further when
shared by employees versus branded.” (www.postbeyond.com)
Ways to promote staff support & activity success
Position relevant/key employees as thought leaders and trusted advisors. This not only impacts the brand positively, but also helps elevate employees’ personal brands. For certain companies, this could also lead to more business. For example, a high-level or high-involvement sale often relies heavily on the relationship between sales consultant and potential client. As most people research new acquaintances online, the more impressive; credible and trusted the brand’s employees look, the higher the possibility of closing the deal.
Include value-rich content for users: Centre messaging should on interesting or useful content such as articles or tips. If you need to send out direct marketing posts, incorporate some sort of value for the recipient, such as a great offer or valuable resource.
Craft posts in a way that makes staff want to share it with their audience. Again, valuable and interesting content is key. This includes posts shared directly from the brand’s page, as well as employee-generated content. Visually appealing, good quality content is imperative to encourage staff advocacy.
Make the process as simple as possible. This means providing them with suitable high-quality, correctly sized images. Written content for posts can be provided as well should certain employees prefer a less time-consuming option.
“33% of employees agreed that relevant content would
encourage them to share.” (postbeyond.com)
Employee Amplification Strategy & Risk Mitigation Tips
Start by getting staff trained on social media fundamentals. Training will provide them with a basic knowledge of social media etiquette (such as do’s and don’ts), as well as best practices per platform. This upskills and empowers staff. It also ensures a level of quality when it comes to social media activities. These skills will benefit them in both in their personal and professional capacities.
Have a social media policy in place to mitigate potential risk. This is an imperative requirement that needs to be in place before employee amplification activities start. It provides staff with rules to abide by and sets out company recourse if they fail to do so (including possible legal action). It is best to consult a legal expert knowledgeable on the social media legal landscape for advice.
Implement an internal social media procedure. Structure a plan that includes an approval process so that all content is screened prior to publishing. Each participating employee’s personal accounts should also be screened before they share any company posts. This will prevent the brand from unintentionally associating themselves with undesirable viewpoints that the employee may have on their page (such as prejudicial or controversial content).
Offer employee incentives. While you may be fortunate enough to have staff that are happy to share brand messaging out of sheer loyalty, use incentives as effective motivators. Whether you measure trackable data (e.g. clicks to website) or engagement statistics (such as comments, shares and likes), the choice is yours. You can also have specific rewards for a certain outcome, such as lead generation or recruitment referrals. You are likely to find quite quickly that the value gained from leveraging off staff resources far outweigh the incentive expense.
“31% of high-growth firms have a formalized employee
advocacy program.” (Hinge Marketing)
Social Media Employee Amplification is an under-utilized method that could open up vast opportunities for your organisation. However, it is a technique that requires planning, research and infrastructure before implementation. Statistics clearly reflect that the effort and resources required are a viable investment with attractive returns. In this context, being a statistic is a good thing – so get started now!
Need assistance with employee amplification? We can help with:
- Social media training workshops (employee amplification, personal branding, social media etiquette, how to understand and analyse data)
- Structuring customised social media policy and procedure documents
- Screening employee social media platforms
- Complete content and platform management
- Influencer marketing
…..and much more.
CLICK HERE to contact Social Media 101
The economic climate is tough to navigate in general, but when it comes to businesses with a niche market base, there are even more challenges to face.
One major issue is marketing. Most traditional methods are based on advertising to mass audiences, which does not suit brands that service a niche client base only. Such specialist companies have largely come to accept that these kinds of difficulties come with the territory….….
….… but what if there was a solution that could be fully customised to suit each organisation’s unique requirements and objectives? One that is both cost-effective and result-driven?
If this sounds good to you, keep reading – it gets even better…
Challenges Faced by Niche Brands
Organisations that service a very small consumer market are known as “niche” brands. Their small market size could be as a result of a limited consumer demand for their business offering, for instance. A company that offers a highly specialised product or service is an example of such a niche brand. Most business-to-business (B2B) based organisations, as well, fall into this category.
While marketing is important for all businesses, the small consumer bases that these companies service makes it even more crucial to connect to right audiences. Unfortunately, as mentioned above, most advertising methods focus on mass communication to a generalised audience. As only a small percentage of message recipients are relevant to a niche company, the result is excessive wastage of investment and low returns.
Other more targeted options are print ads in industry-specific publications or exhibition stands at trade shows. However, these techniques are expensive and yield poor results. Not to mention they grow increasingly outdated as market trends progress.
The bottom line is that traditional marketing methods have never been effective when it comes to niche audiences. But as market minorities, specialist brands have not had much choice but to use the options available, as unsuitable as they were. Until now…… (I told you this was going to be good)
Social Media as a Marketing Solution for Niche Brands
At this point, you may be thinking, “why the big build-up – everyone knows about social media”. BUT, do you, as a niche brand, fully understand what this type of media offers you?
Let us explain why we are so excited about the capabilities of social media when it comes to niche brands. Arguable, niche brands have the most to gain by transitioning from solely traditional media to social media marketing. This is because such brands experience the most wastage when using mass promotional methods (versus more mainstream brands). The highly customisable nature of social media allows you to substantially reduce wastage, and therefore increase return on investment. But it’s not just a financially beneficial option – it opens up a wealth of information, insight and audience tools that promote overall business growth.
Key social media benefits for Niche Brands
Below, we have listed a few of the core characteristics of social media that make it the ideal solution for niche and B2B brands. We also provide practical examples of how each of these factors can be used for tangible business benefit:
Fully customisable and agile:
Social media offers highly customisable options – meaning that niche companies are able to tailor functions to suit their needs. This relates to a range of factors, including: targeting different audience segments, options regarding spend per message, control over campaign duration and growing a client base.
Targeting on social media supports detailed, multi-level criteria that can be used to streamline audiences. For example, you can specify geographic regions, then restrict to an age group within these areas and further target based on specific interest (such as a sport or activity). The result is a high quality, custom target group.
If you have different audiences within your market, you are able to customised messaging to suit each group. Let’s say your business sells to both end-user customers as well as other businesses. You can advertise a product to B2B clients with technical info and specs, and then promote the same product to consumers with details of where they can purchase.
With a niche market, customer engagement is even more important. These client bases are minority groups sharing something in common, and therefore they relate to each other more in comparison to mass market bases. Common ground could be due to shared interests, knowledge, experience or business activity. Social media allows you to connect with relevant people and tap into their expertise and experience to improve your business. It also gives fans a way to connect to people they relate to, providing an enhanced customer experience.
Billed for actual exposure:
Paid advertising on platforms like Facebook is based on actual message exposure (as opposed to traditional media platforms that cannot provide data in terms of views). This means you only pay for content that appears on a user’s news feed. In addition to the financial benefits, this provides a realistic indication of your online market size based on audience response.
High-involvement: expensive or technical
Some sales are considered high-involvement purchases. This could be due to their pricing or complicated application. Social media campaigns provide a way to market these. For instance, educating the audience on functions and benefits first, and thereafter driving sales. Again, this is a great approach for B2B or technical products. Social media platforms are also a viable and practical way to generate leads for your technical sales team.
Social media is an inexpensive, effective method that provides high returns and measurable results. In a niche market, a well planned and executed platform could give you a competitive edge based on customer loyalty, as well as allow you to tap into new markets. It is definitely a winning option for B2B and niche-based brands.
For more information on how to make social media work for your niche business,
CLICK HERE to contact Social Media 101
How agile is your marketing strategy?
Hmmm, putting you on the spot with this one, are we?
If this is a question you have never asked yourself before, you are not alone. The term “agility” is not generally at the top of the agenda when marketing teams sit down to meet. But we are here to explain why your marketing plan should, in fact, be agile. We will also provide you with information on how to incorporate agility into your existing brand strategy, as well as highlight key benefits of doing so.
Why do marketing strategies need to be agile?
When we talk about agility, we are referring to the adaptability and responsiveness of your marketing activities, content and execution infrastructure. Historically, agility was not a significant factor as marketing was predominantly done using traditional media and methods. This typically entailed one-way communication sent from brand to audience, and content was generally passively consumed.
However, in the current business landscape, being agile is of paramount importance. Consumer use of digital methods – social media in particular – is ever increasing. This means that customer commentary (both positive and negative) is mass and even globally communicated in an instant.
But what does this have to do with your brand?
Well, if you do not have the ability to react or respond at the same speed and with the same level of reach as the general public, you are at a serious disadvantage. Whether in reply to customer demands, taking advantage of a market opportunity, or damage control in terms of negative publicity, agility is required. In fact, in serious cases, being agile could even mean averting potential legal action.
Ok so now that we have emphasised the importance of agility, how do you get your marketing activities to meet these criteria?
The key is to use the very same platform that consumers do – namely social media. And doing so does not mean you have to throw out your current marketing plan. While social media can be used as your sole marketing medium, you can also incorporate it into your existing strategy as part of an integrated solution.
Social Media as an Agile Solution
While plans and objectives differ from business to business, certain key aspects should underpin all agile strategies. Including these factors not only improves marketing activities, but positively impacts the brand as a whole.
Below is a list of a few core features that are characteristic of an agile approach. We explain the importance of each element and demonstrate how social media is ideally suited to support it:
A fundamental factor of agility is the ability to adapt. The need to adapt could arise due to changing organisational, consumer or industry requirements. Such changes may range from relatively small adjustments (like correcting a minor error), to major amendments – such as alternate messaging due to a serious matter (e.g. due to public concern or negative feedback).
Social media marketing, by nature, is highly adaptable. Strategies, while planned and structured, are not set in stone. Instead, messaging is flexible and can be adapted to suit changing needs as they arise. As content is digital-based, changes can be done at little or no cost. This is in contrast with traditional alternatives such as printed promotional material, which incur high costs and wastage if content needs to be adjusted.
The level of control offered by social media is not just limited to content, targeting can also be adjusted. For example, when it comes to Facebook, you are able to change the audience target criteria while a campaign is ongoing. This allows you to speak to different demographics and monitor the results.
Brands need to be responsive to consumers at all times. Although general queries form part of customer service, marketing activities also need to be client-centric. This means developing content in response to preferences and needs as communicated by clients.
The interactive nature of social media supports this function excellently. Client engagement behaviour such as comments, shares and likes indicate how the audience receives each post. By using this insight, the marketing team is able to post more of what the audience wants, thus increasing customer satisfaction. Also, poor engagement rates or negative feedback on certain posts indicate that such content should not be repeated, or there needs to be an alternate approach by marketers.
In the unfortunate and undesirable situation of public backlash or outcry as a result of brand communication, the brand needs to respond quickly and in a manner that diffuses the situation (as opposed to leading to further criticism). It is important to craft the correct response before publishing it – if needed, legal or public relations experts should be consulted.
Rapid Turn-Around Time
Responsiveness and adaptability are only efficient if done with relatively speed. In order to be agile, marketing activities need to have a quick turn-around time.
In comparison to other marketing methods, social media has one of the fastest turn-around times. You can eliminate certain components such as third-party printing companies, or publisher/broadcaster timelines. Posting a message, removing a post or amending an existing one can be done quite quickly when the need arises. As mentioned above, in the case of a sensitive issue or public matter, do not compromise quality for speed of response – always ensure that the best possible response is delivered.
A rapid turn-around time is also especially valuable when it comes to maximising market opportunities. For example, let’s say an area is hit by a sudden hailstorm. A vehicle bodyshop/panelbeater could send out a post that targets people from that area – possibly offering a booking special. This is an example of using agility to make the most of an opportunity through social media.
Agile marketing techniques prioritise factual data as opposed to estimations and assumptions. Most traditional marketing options do not provide accurate statistical information, nor do they support cost-effective market testing.
Social media platforms, on the other hand, offer a wealth of accurate data metrics. This includes not only information on market and consumer behaviour, but also the results of each marketing activity. You are able to run A/B testing via the platform in order to improve future results. Effective use of measurement and reporting tools means that you are able to constantly improve the success rates of marketing activities. Thus not only do you get a higher return on marketing investment, but you also use your marketing budget efficiently.
Goals of agile marketing strategies include a high level of responsiveness in terms of both rate and speed, being adaptable to changing internal or external needs, having a rapid turn-around time and achieving higher success rates when it comes to marketing activities. The technique of crafting content based on audience response is likely to improve customer sentiment, promote brand loyalty and even lead to word-of-mouth marketing.
Social media platforms have the capability to support all these requirements and much, much more. Be proactive and incorporate agility into your brand’s marketing plan – preparation and planning are key to successfully navigating through what may lie in the future.
For more on developing an agile marketing strategy, CLICK HERE to contact Social Media 101.
We will help you prepare for market and industry hurdles.
LinkedIn: The Good, The Bad and The Ugly
LinkedIn is a social network specifically tailored for business professionals. It is a brilliant platform to use for networking within your industry, enabling you to connect directly with decision-makers and allowing you to bolster your professional brand. In the last few months, LinkedIn has included some exciting updates like the ability to upload video directly onto the platform.
As a business owner and professional, the platform is, however, saturated with recruiters looking to head hunt professionals as well as sales people hoping to sell you their products which makes the landscape difficult to navigate and convince your ideal prospects to speak to you.
And now for the ugly… and this does exist on LinkedIn. There are a number of fake profiles who harvest people’s personal information, like your email address, and use this to send out spam and phishing emails. So be aware, any email that lands in your inbox which seems out of sorts or suspicious, especially when being asked to download or click on something, rather ignore.
There are two ways to present yourself on LinkedIn. The first is through your personal profile and the second is through your business profile. These are both important to have properly set up and serve different purposes. Think of your LinkedIn profiles as your shop window. People are bustling down the street or in this case through the platform where you want to attract them into your store, or onto your profile. With this in mind, it is vital to have a clear, strong brand shown on your profile, whether your own brand or that of your business.
The difference between business and personal LinkedIn profiles
Followers vs. Connections
Business Profiles allow your business to gain followers of people who want to see latest updates, information and insights from your business. Personal profiles allow you to connect with other individuals where you are able to view their latest updates and them yours. You can also comment, share and like their posts which will then be shared in your network’s timeline when they are next online.
Paid Advertising vs. Free
Business profiles allow you to promote your content through paid advertising where you can target specific companies or job titles you want to reach. LinkedIn is one of the more expensive social media paid promotion options, however they do offer specific targeting as mentioned above which can be used should speaking to specific decision-makers be your objective. Personal profiles can be used for free where you can upgrade your profile by subscribing to LinkedIn for more access options depending if you want to InMail people outside of your network or post job vacancies.
Business profiles allow you to update images, videos and text posts up to 1000 characters where Personal profiles allow you to update images, videos and articles which can be shared to your Business profile.
Commenting vs. Sharing
Business profiles allow you to post updates and include links from other pages or websites however you cannot post or comment on other people’s posts via your business page. You are able to respond as your business to comments on the content posted on your business page. Personal profiles allow you to comment, like and share both Business and Personal page’s content as well as respond in your personal capacity to comments on your own posts.
Business profiles allow you to view reach, impressions and engagement for both paid and organic posts as well as track likes, comments, share and followers. On your Personal profile you are able to see data on profile views, article views and search appearances.
Optimising your LinkedIn Business Profile
Ensure to set up your business profile to include the following things:
- Profile picture of your company logo. Clean and simple so that it is easily displayed. The profile picture on a business page is much like the profile picture on a personal page. It is the main identifier of the page and so you want to ensure your company brand is well distinguished.
- Background image… this is your online billboard and should represent a strong call-to-action of your business. Whether that be your website address or contact number, it must be clear what the user needs to do when they come across your business page.
- Populate the company about section, giving people more information about what you do, how you can benefit them and where to contact you.
Optimising your LinkedIn Personal Profile
Ensure to include these when setting up your personal profile:
- Keep in mind that this is where you want to put your best foot forward. In a lot of cases loads of time and other investments are put into fine tuning your company logo, tone of voice, brand identity, look and feel, product range, etc. All these elements also need to be considered when populating your personal profile.
- Firstly, have your actual name populated so people can find you. Or at least the name that is included on your business cards, on your website, etc. The name people know you by. This is to make sure that people can find you and know who you are.
- Then you would need to include your title. Now there is a lot of talk around including here what you can do for people, like in my case “I help people use LinkedIn effectively.” Personally, I’m not a fan of this because when I get a connection request from someone who uses this strategy in their title, I usually check these via my smart phone. What happens is, the title is shortened to fit on mobile so all I see is “I help people….” Which means you are pretty much doing the same thing as every other person using this tactic. Personally, I prefer that you include your actual title. What do you do so that I know immediately why you are contacting me or whether I should connect with you.
- Ensure to have a profile picture which clearly shows your face. I know most people opt for a more professional looking photo on LinkedIn of them in a suit, however I am not opposed to using a photo which represents you and your personality. Do keep in mind this should still be a clear and professional headshot, not a photo of you jet skiing or lying in bed, nor your company logo – I want to see who you are.
- Your background image is still your online billboard. If you are well linked to your business in other words, the MD or a Director, this can be used to showcase what you want people to do regarding your professional link to your business. That could be your company website address, your contact number, that you offer a complimentary assessment, are hosting a summit, etc. Use this advertising space as effectively as possible. If you are more focused on building your personal brand, ensure to include information about you that you want people to know. Your social media handles on other platforms, your blog site address, that you are a world-renowned athlete or top business mentor in your field.
- When populating your about section, you have roughly two lines before someone has to click “read more” so make sure you get to the point on what you want people to know about you within those first two lines.
- I would then recommend to populate your work history as best as possible, but also be discerning as to whether you would rather only update this from a certain point showing a timeline to bring you to the position you are in currently. What this means is doing a little bit of window dressing. Now I am not saying lie on your profile, but unless you are actively searching for a new job, it is best to put your best foot forward so that you can position yourself as a thought leader in your industry. In other words, if you flipped burger patties in college to pay for your tuition, it is not necessary to include this work experience. Rather just populate the degree you earned while at college. Your CV will cover all your work experience in detail which you will send out upon request and when you are in the job market.
How to Win on LinkedIn
So now the meat and the juice of how to use LinkedIn effectively. Your business and personal profiles will work symbiotically to drive positioning and thought leadership. The worst thing you can do is constantly talk about what you have to offer, in other words sell. Sending unsolicited and generic or blanket inMails telling people what you do quickly become redundant. Effectively, you want people to inMail you asking for your services. Here are my top tips to drive and populate your LinkedIn sales funnel.
Firstly, provide value. Update interesting articles on your personal page sharing industry insight, interesting tips or how-to’s. Now I know everyone is going to come at me saying that they don’t want to share their IP publicly because their competitors will scoop up this information and have an advantage. In response to this, don’t post your secret sauce, but there must be things that are pretty common knowledge in your industry amongst you and your competitors that your clients and potential clients may not know but would find of value or interesting. These are the insights I am referring to, like in this case I am willing to share with you how to win on LinkedIn with a few tips to improve your client experience when engaging with you and your company on social media, however I won’t share our secret sauce on paid advertising and targeting.
Also, you can share a link from your article posted on your personal page on your business page. Unfortunately for now, LinkedIn doesn’t offer the option to post articles on business pages but this is a nice work around.
With that in mind, keep your business page populated with interesting posts, ideas and offers of value to drive traffic to your website or to get in touch with you. You can then also share these posts onto your personal profile as it is more likely that you will have more connections on your personal profile than followers on your business page.
Secondly, make sure you engage with others on LinkedIn. From your personal capacity, like and comment on other people’s posts in your timeline. Share your views and opinions, politely – don’t get into heated discussions and please avoid posting or commenting on anything religious, political or sexual in nature. Use these comments to position yourself as a thought leader, the go-to in your industry.
On that note, if you get a seemingly negative comment on your post, don’t engage! Don’t feed the trolls. They are there and giving commentary in the hopes to illicit a response so don’t give it to them. They will quickly realise they get no kicks from you and move on to other unsuspecting prey.
Be discerning on who you connect with. This is not about not connecting with someone you don’t know, but if you get a connection request, have a look through their profile to get an idea of who they are and what they do to see whether there is value in you connecting, be that a client, supplier, referral, etc. The same goes when connecting with people. Rather choose to connect with people who are relevant to you and your industry as they are likely to post content that speaks to you, providing you with more opportunities to comment on their posts and show you to be a thought leader.
If you found this interesting and of value, I urge you to implement these changes to see what impact these tips could make to your personal and business pages on LinkedIn. We also offer more in-depth workshops regarding personal branding to really bolster your online persona as well as assist businesses with full-scope branding strategies for LinkedIn.
Please feel free to be in touch, should you want to talk more on this.
CLICK HERE to contact Social Media 101.
What is Disruptive Marketing?
Disruptive marketing refers to communication that is considered intrusive by the recipient.
These are generally outbound mass marketing messages, usually with a hard-sell approach. Traditional forms of interruptive promotional activities include unsolicited sales calls, print marketing and even billboards. Online pop-up ads, push-messages and spammy emails are digital methods that cause disruption.
Intrusive and Interruptive
Marketing Does Not Work
Well, for starters, it’s annoying. No one wants to be interrupted by an unwanted and/or irrelevant message. Think about the fact that movies on paid television channels are ad-free, or that web browsers have ad-blocker settings. Some businesses, however, still disregard this trend and continue to use push-marketing tactics. These type of “force-feeding” practices are not well received by consumers who feel that the brand does not respect their time or preferences as an individual.
Customer needs and desires have also changed over the years. More so with the emergence of increasingly demanding consumer segments (such as Millennials), as well as the growing use of digital platforms by clients. These evolved audiences have little tolerance for self-absorbed interruptive brand messaging. An irrelevant or unwanted advertisement will be ignored and the marketer regarded with disdain. And once this negative view is established, it is very difficult to connect with such a client in the future as they become unresponsive to any further communication sent by the brand.
In addition to customer behaviour, mass marketing is not good for business. Media ad space is expensive, yet does not provide factual data in terms of returns. Untargeted messaging is not an effective use of resources due to excessive wastage. And with ad-blocking device and app functions on the rise, an increasing percentage of “push” communication messages will not even be seen by the intended recipients.
Alternative Solution to Disruptive Marketing
The essence of successful marketing lies in ensuring customer expectations are met. Social media is an ideal way to communicate with consumers in a non-intrusive and client-based manner. It allows you to connect to your audience, as opposed to just pushing promotional material onto them.
Social media is considered a permission-based form of marketing as clients can choose to opt in for more communication by liking or following a page. Engaging and interesting content that is targeted to a relevant audience leads to them choosing to continue receiving messaging from the brand. Quality page posts that add value (for example: articles, tips and guides) pulls consumers in promotes positive customer sentiment. Once users see that the business is client-focused and useful, they are significantly more open to brand marketing messages related to products or services.
Users are also able to discover a brand’s page through search engines. This generates inbound audiences that have an existing interest in the business’s offering. The interactive nature and two-way communication channels offered by social media further assist in allowing inbound communication from client to business. Also, the business’s page contains a history of brand activities including value-adds and information. This is a form of storytelling that lets new or inbound audiences see the “bigger picture” and get a sense of overall brand identity. And I’m sure you will agree that it is highly more effective than a traditional broadcast ad or print ad viewed in isolation.
From a business perspective, social media returns far outweigh other forms of mass marketing. As audiences can be targeted for maximum relevance, investment is efficiently used. Targeting is especially significant for brands with a niche market or a business-to-business model as it provides a viable way to reach specific clients without having high wastage typical of traditional methods. Reports provide measurable data so that you know what you are paying for.
Quite frankly, in the current market climate driven by client needs, there is no room for business-centric hard-sell approaches characteristic of disruptive promotional messages. Communication has to be focused on meeting customer demands in order for brand marketing to succeed. Social media supports the entire client journey, creating a platform to attract and retain customers. It also delivers positive results through effective, objective-based planning of activities. Invest in your social media presence and compare the results – we are confident that you will be pleased at the outcome.
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