I sell products that might be classed as dull. How can I spice up my social media marketing campaign?
Social media is the buzz word of any marketing campaign but it also runs the risk of being the most boring part of any promotion. As with any activity, if it is devoid of personality, it will simply fail.
All businesses need a personality, from small start-ups to large corporations. However, it is especially important for those fast growth companies looking to make a name for themselves – or for one that believes its products might be classed as dull. A simple way to give your company personality is to provide the outside world with access to your employees.
People shape the personality of their business, from top level management to junior members of staff. By making all employees the face of the business you can help promote the personality of the company and the brand, which is always far more interesting than any product. Organisations need to harness the enthusiasm of employees so that their passion for the brand can help reinforce the messages about its personality.
Before this happens though, businesses need to ensure that they have a social media policy in place providing staff with guidelines as to what can be said on the company social networking channels. It is also important to explain to staff the aims of using these social networking tools, and how they can help the business.
While this may seem like additional work, it is important to remember that if a business has character it is easier for its customers to relate to it. This in turn makes it much easier for your potential customers to remember who your company is, what it does and what makes it worth considering. People buy from other people, not faceless companies, and a business that has a real personality will have a better chance of attracting customers.
Social media tools, like blogs, Twitter and Facebook are a great way to give staff the freedom to become brand advocates. The more you can show what your staff are like and the culture of your business, the easier it is to display your brand’s personality to your potential customers. Every business has a personality, but often this doesn’t come across on boring inward-looking announcements. If a business takes the time to think about its personality, and ensure that this is reflected in everything it does, it will stand a much better chance of differentiating itself from its competitors and attracting new customers.
See also: SMEs tune in to social media