Stick Like Glue Radio #176 On this special episode of Stick Like Glue Radio, I interview the senior Vice President of Double Forte, a PR and marketing firm. Lots of social media and other marketing nuggets in this interview – don’t miss it!
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On this special episode of Stick Like Glue Radio, I interview the Senior Vice President of Double Forte, a PR and marketing firm, Liz O’Donnell. Lots of social media and other marketing nuggets in this interview – don’t miss it!
Main Questions Asked:
- How do you cut through the online noise and clutter?
- Talk about being platform appropriate.
- How does someone find time to generate content?
- How do you work with ‘old school’ brands so they can stay relevant in the digital age?
- How do you help companies understand the ROI on social media?
- What is the best way to win hearts and minds of customers or prospects?
- What are the steps to creating content on a regular basis that is relevant and consistent?
Key Lessons Learned:
Cutting Through the Noise
- Relevancy to your audience is the key to standing out.
- Think about where the audience will receive the message both physically and mentally.
- People tend to set up personal rules for using social platforms, so it’s important to tweak messages for each audience and platform.
- Pinterest: Heavy on visuals and ‘how to.’
- Twitter: Use hashtags and ask for retweets.
- Facebook: Write from he heart.
What is Driving Your Content?
- Content marketing is a strategy to let people know who you are, what you stand for, and how you can help.
- Ask yourself, ‘What is my intent in posting?’
- Develop a mix of content so it speaks to people in different parts of the buying process.
- Are you building awareness, developing a following, or are you trying to reach your loyal listeners already?
- What are you going to be capable of in keeping up consistent content?
- Content is about volume and consistency.
- Focus on your most important platform and ignore the rest.
- Get started in a quality way in one or two platforms.
Consistency and Persistency
- Consistency separates those who are serious from those who are fleeting.
- Persistency is about recognizing that the sales cycle has gotten much longer than it used to be.
- People come to know you for certain things, and if they know you’re consistent and persistent, then that says a lot about how you would work with them as a client or a customer.
- Remember, it’s about ‘them’ not you.
The Content Mix
- What you say and how you say it matters.
- Build a content map.
- What is your main theme, and what are the three key stories from that theme? Where does it need to be delivered?
- Look at your content through the lens of ‘do you have a good mix of content that:
- Educates: People need to understand the service offered.
- Convinces: Let’s people know this is the service they should choose.
- Inspires: Reinforce that people are on the right path and that goals can be attained.
- Entertain: People want to have a good time and laugh.
Connecting & Authenticity
- Entrepreneurs aren’t ‘founders;’ they are ‘makers.’
- People don’t always want to hear your most serious and best advice; they want to get to know you as a person.
- After ‘relevancy,’ the second most important word is ‘authenticity.’
- Authenticity is a challenge for certain generations such as GenX and baby boomers.
- Stories are more powerful than data, and in order to have an authentic story, you have to be willing to put your authentic self out there.
- Most big companies understand they need to be on social media.
- The biggest challenge is that putting yourself ‘out there’ isn’t a megaphone, it’s a conversation, so you need to be prepared to hear messages back.
- Social media helps you connect with customers who might not want to ‘come back.’ It gives people a way to voice themselves.
Social Media ROI
- There is no one set of rules for any organization that is engaging.
- The way to measure has to be tied to what you are trying to achieve.
- Look at consumption. Was it viewed, downloaded, shared, and commented on?
- If you aren’t seeing sales and downloads, then you need to reconsider your strategy.
Winning Over Customers and Prospects
- Making a connection and delivering value is the best way to create content that entertains, inspires, convinces, and educates.
- Some content will need to be purely informative.
- Make customers and prospects laugh and feel good.
Steps to Starting
- Identify the audience.
- Develop buyer personas.
- If it’s not your forte to develop content, then hire someone who can do that, but some of it needs to be in your own voice.
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