What brand first comes to mind when you think of a brand rockin' it online or offline?
Why was the brand the first to pop into your mind?
It's likely because of one or more of the following reasons
- Makes you feel good
- Makes you happy
- Helps you Feel special
- Helps you feel smarter
- Has earned your trust
- Listens to you
- Engages with you
- Satisfies a need or desire
- Solves a problem
- Makes you laugh
- Makes you cry
- Maybe even makes you mad
- Connects you with others
- Helps you grow
- Helps you do more
- Helps you be more
- Gives you a reason to care about them
- Their people make you feel good
- Speaks to you as a human being
- Treats you as a human being
- Does what they say they will do
- Offers something unique
- Shares value
- Is consistent
- Offers an experience you can't get elsewhere
- Is visually stimulating
- Connects you to something bigger than yourself
There are far too many brands online that are along for the easy ride. They go with the flow. They visit Mashable and other top news blogs every day and tweet the same links all their status quo friends are also tweeting. They may even post, repost and share the same cat photos, quotes and word puzzles 24/7 that have absolutely nothing to do with their brand or services. They follow others, mimic others, plagiarize content, vs make their own way.
The people leading social for many of these brands are the folks complaining that social media doesn't work. They state their audience doesn't engage with them or doesn't like their content.
However, when you ask them who their audience is, they don't know. Even worse when you ask them to describe their ideal customer, they have a hard time doing such.
Oh and don't ask them about their goals or objectives as they won't know the answer to that either.
So, let's think about this….
They are following their competition who usually doesn't know what they are doing.
They are settling for status quo.
They don't know their audience.
They haven't set goals.
They don't have a plan.
They spend majority of their time on Random Acts of Marketing (RAMs) because they lack a plan!
And they wonder why they have no results.
Stop the Status Quo!
It is no surprise that the online world is getting more noisy by the day. Standing above the crowd is not going to happen by following your competition or tweeting a few top news articles per day.
Marketers must roll up their sleeves and get to work.
Smart marketers are doing what it takes to rise above status quo. You'll find them spending time to ensure the following:
- Take time to plan
- Develop a brand strategy
- Develop a social business plan and strategy
- Develop a content strategy
- Know their audience
- Set goals and objectives and a specific plan to achieve them
- Determine Key Perfomance Indicators and how they will be measured
- Implement a measurement system
- Empower employees as active brand evangelists
- Establish an influencer marketing program when appropriate
- Avoid shiny objects
- Stop Random Acts of Marketing (RAMs)
- Measure, tweak, rinse and repeat!
The road less travelled has far fewer ruts!
So let me ask you a few simple yet maybe not so simple questions…
- What sets you apart from your competition?
- Why should your audience (or anyone) care that your brand exists?
- What value are you offering?
- How are you helping your audience?
- How are you helping your community solve problems?
When you follow the status quo you find yourself in the ruts. You know what I am talking about. Ruts of no return on investment. Ruts where communities are shrinking, not growing. Ruts that leave you with little real and measurable result of any kind at the end of every month.
Ruts are not going to help you grow your brand awareness, increase revenue, nurture community or achieve your goals. In simple words, ruts are where the lazy get stuck. If you are in a rut, it's time you find your way out. You must think bigger. You must think results. You must decide to zoom your brand once and for all!
Find Your Social Brand Zoom Factor!
It is time you find what is going to make you and your brand go zoom.
You must rise above status quo.
You must stop wasting time on tactics and strategies that you know in your heart and mind are not delivering real result.
You must change your focus to what matters and the actions that will deliver results.
You must quit focusing on cat photos to boost your Facebook algorithm and figure out how to drive real business results.
You must figure out WHY your audience, customers, stakeholders and larger community should give a rip you and your brand exists.
You must find your own social zoom brand factor!
We help brands of all shapes and sizes find their social zoom factor. It doesn't happen over night. It requires research, patience, commitment and teamwork. If you don't know where to start, call us. We can help.
“Social Brand Zoom” Series
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Struggling with getting the support and investment you need to turn up the dial on your own personal brand and employee advocacy programs?
- White Paper: 15 Tips to Zoom Your Brand
- Worksheet: Download our Content Marketing Editorial Calendar Template
- Worksheet: Download our POST audience analysis worksheet
- White Paper: 10 Tips to Get Your Team on Board with Social Business
- Blog Post: 8 Steps to Develop a Social Business Strategy
- Blog Post: 15 Steps to Ignite Employees as Loyal Brand Evangelists
- Blog Post: Social Business Governance & Policy: 17 Tips to Mitigate Social Media Risk
- Blog Post: Digital Body Language: 105 Factors that Impact Personal & Business Brands
- Blog Post: Quit Trying to DO Social Media, Focus On Business Results
- Blog Post: 10 Things You Must Know About Your Audience (includes tutorial video)
- Blog Post: Social Brand Humanization: Authenticity vs Transparency
- Blog Post: Building, Growing & Sustaining Communities
- Blog Post: 13 Characteristics of Human Brands