Does Your Brand Stand Out from the Competition?
By Bob Speyer and Justin Delos Reyes – Web Success Team
Half the battle of getting Facebook and Twitter followers is being noticed in the first place. Especially for brands that are fighting to become the next big thing in their industry. Clawing your way to social media and web success takes time, work, and believe it or not – courage.
Brands that achieve this type of success go beyond the boundaries of typical online marketing strategies. Here are some tips on how to save your brand from becoming another face in the crowd.
Some of the most talked about, shared, and re-tweeted stories on the Internet are about subjects the average company wouldn’t dare talk about. But if there’s one thing Old Spice’s “Smell Like A Man” campaign showed us last year, it’s that sex and humor sell. More importantly, they go viral.
We are not suggesting that every company use scantily clad women or hunky men to raise awareness for their brand. We are suggesting, however, that companies share content that gets people excited and eager to talk – just like Old Spice did.
Being provocative on social media is not the same as being offensive. Being provocative means producing content that your target audience won’t see anywhere else. Within every industry there are hot topics that are up for debate. Some are considered taboo. Some are considered off-limits. Some are just plain weird and out-of-the-ordinary. The stories your company shares about those topics can help your brand raise eyebrows and get attention.
Leak Information Slowly
If you want to create buzz for a product or event, putting all your cards on the table is the last thing you want to do. The key ingredient to creating buzz is to hold back on giving people everything you have to offer. You want to create anticipation. In ad circles this is called a teaser campaign.
A steady stream of information over a 2 to 4 week period leading up to a big announcement can keep people engaged with your brand. Think of your social media strategy in terms of how a movie trailer works. Movie trailers highlight some of the best scenes in a movie without giving the entire story away. Try incorporating the same recipe to raise curiosity and to pique your target audience’s interest.
Reach Out and Talk
If your brand is trying to make a name for itself on social media platforms like Facebook, Twitter, or on forums, you must be proactive in your approach. That means going out and talking to people instead of promoting your brand’s pages as the place to be. Major brands have an easier time connecting with people because they are already well-known. You might not have the same luxury. Therefore, a considerable amount of time must be spent starting conversations and building relationships. If you are unsure about who to start conversations with, consult with an online marketing team so they can identify the best influencers and potential evangelists for your brand.
Follow Your Competitors
What your competitors are doing on Facebook and Twitter shouldn’t dictate your online marketing strategy. But if things are happening on their pages, it’s in your brand’s best interest to top what they’re doing. The concept of out-performing your competition is not new. But no matter how obvious it is, some brands get caught up in their own world trying to get Likes and followers, that they forget to pay attention to their competition.
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