The Last Thing Your Target Customer and Audience Wants From You is More Content
Facebook recently announced some big changes coming to their newsfeed algorithm that impacts brands of all sizes. As the social ecosystem of “experts” broke down, blogged about, and summarized their thoughts on these changes, what surprised me the most was how many marketers that claim to be experts in this space were shocked to see these changes.
Facebook and other top social networks have been migrating toward a pay to play model for the last 3-5+ years.
For years we have been warning our marketers, brands, our clients and social media training academy students to stop building their business on rented Facebook land. It's risky business.
It should be no shock to anyone that the social networks have no choice but to attempt to at least slow down the mounds of content overload and spam that is ruining the end user experience.
Will 2018 be the year that marketers and business leaders finally wake up and realize social media, content marketing, branding and digital marketing is not simply about creating more and more content?
Will it be the year that the majority finally learns that quality over quantity is what wins not only in the short term but also the long term? It's not only about the current sprint on Facebook, Pinterest or Instagram. Instead the focus should be on building a sustainable business and integrated platform that will endure the shifts and changes, big and small.
How did we get here?
How did we get to this place that small businesses and even large organizations with limited budgets and declining sales believe that they need to post 5, 10, 15 times a day across multiple social networks? Why do they spend time on social networks where their target customer isn't even hanging out on?
Did this mentality come from the days of black hat SEO, Facebook algorithm changes, email spam, corrupt agencies and consultants dealing bad advice or something in between?
It seems the louder the social web gets, and the more that social networks such as Facebook and Twitter tighten down the algorithm for news feeds and timelines requiring more engaging, interesting and meaningful content, the higher the volume is turned up from brands of all sizes. The louder it gets, the more junk content that gets pushed out and splattered on the social walls like mush content spaghetti.
This junk content shows up in the form of live video that rambles and rambles with little value. It also shows up in status updates on Facebook, LinkedIn and Twitter. It appears in Instagram and Facebook Stories, Snapchat stories and click bait that over promises and under delivers.
Of course you can't forget all of the beautiful visual social media posts that are being thrown at the social walls of every social network on a daily basis. Marketers think and make themselves believe “well, these beautiful visual images can't be spam even though I post them 10 times a day… because they are absolutely beautiful.”
The last thing your target, dream and ideal customer needs from you is more content.
Content overload is happening on every social network, communications and marketing channel.
Heck, all we have to do is wake up every morning, open our eyes and we practically see and hear content. I can lay in bed and yell out to my “Alexa” for just about anything I need.
I can grab my iPhone and ask Siri any question I have and within seconds she'll show me 3-10 blog posts, articles or videos answering my exact question.
It is not content people want.
It is not more rambling blah blah blah live video people want.
It is not more visual quotes or how to blog posts people want.
Your ideal customer doesn't wake up in the morning and think… “I can't wait to go find another 5 tip blog posts to read or a 3 tip YouTube video.”
Your customer isn't thinking “I am excited to watch a live video of someone wasting 10 minutes saying hi to everyone who joins and they blabbing about themselves for 10 minutes.”
What does your customer want?
Stop the madness!
What content does your ideal dream customer, community and audience need from you?
How do you answer this question?
The first thing you must do is know your customer. I can't answer this question for you in this one single blog post.
However, I can tell you that in 2018 you must take an audience based approach to your marketing, social media, content marketing and everything in between.
If you don't know your audience and serve them what they want and need from you, you are guaranteed to lose them at hello.
As you develop your social media, digital, content marketing and branding strategy for 2018 you must take an audience based approach.
It's time to focus and deliver value.
It's time to get in the head of your customer. What do they think. What do they want? What do they need from you and why?
How are you going to help them solve their greatest problems?
How are you going to serve them something unique that they can't get from every blog post, podcast, video or email blast already sitting in the palm of their hand.
If you are struggling with achieving your goals and a positive ROI on your investment in online marketing, it's time you start working smarter.
Stop following the herd.
Stop trusting every blog post, podcast and video you listen to.
Stop looking over the fence at your competition and copying what they do.
Instead, start spending time with and researching your ideal dream customer.
Inspire them. Entertain them. Connect with them in a human way. Help them achieve their goals.
Serve them immense value and you will have the keys in your hand that frees you from building your business on rented Facebook land.
Less is truly more. 2018 is the year all marketers must learn and embrace this mindset.
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Social Profit Factor can help you ignite your online tribe and grow your business with social networks such as Facebook, LinkedIn, Instagram and Twitter. 2018 is where those who have simply been “hustling” to get by realize they must hustle and work smarter. Before you even think about posting that video on Facebook you must know who you are, what your audience needs from you and how your efforts are going to deliver value for your audience and your business.
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