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!
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.