Guest Post by Daniel Elroy
Our inboxes are crammed with spam, our computer screens are besieged by pop-up ads and every Facebook page has a multitude of advertisements begging for our interest. The average computer user has learned to tune out all of these ads as nothing more than minor distractions in their everyday lives. We’re too savvy to fall for gimmicks, and even ads that might interest us are given short shrift as we simply don’t have the time to look at them. Thus, in a world where we are all constantly barraged by online marketing tactics, how do you find a way to make your campaign worthy of attention?
CREATE PREMIUM, SHARABLE CONTENT
When we see an advertisement for a film, we are often wary of the onslaught of adjectives flashing in front of our eyes (“A tour de force!” “Masterful!” “The Next Orson Welles!”) Yet, if a friend recommends it to us, we’re usually more inclined to take a chance. Social networks provide an endless array of possibilities for your existing consumer base to give your content the “thumbs up” it needs in order to have maximum impact on consumers who otherwise might not have been interested in your product.
Focus on content that’s story-driven. Dos Equis has achieved a legion of online fans by furthering the mythos of “The Most Interesting Man in the World,” including a “Stay Thirsty My Friends” website; indeed, there are countless “unofficial” Facebook fan pages devoted to him. The Old Spice Guy has his own Twitter account, which he frequently uses to offer up witticisms as well as to chat with fans.
Most importantly, make sure that your content can be easily shared. Axe is particularly masterful at offering up a never-ending assortment of humor-filled videos that can be passed along to friends with the click of a button. This approach has led to just under 2 million fans on Facebook alone.
A LITTLE PERSONALITY GOES A LONG WAY
Online marketing has grown increasingly personal. Take the opportunity to create a sense of intimacy between you and your consumers by engaging in conversation. On Facebook, Wendy’s recently asked the question “Do you eat your fries one-at-a-time?”, which generated over 600 likes and 400 comments. The M&M’s U.S.A Facebook page generated over 3,000 likes by simply posting a pic of a hapless looking yellow M&M with the caption, “I’m trying to prep early for Thanksgiving. It’s not going so well.” Give thought to your brand’s particular “personality,” then introduce yourself to the world. Your consumer base will be excited by the ability to partake in an ongoing dialogue with you.
BREVITY IS A NECESSITY
With only 140 characters at your disposal, Twitter encapsulates the philosophy that should be motivating your online campaign: communicate succinctly, or don’t communicate at all.
Your online advertising can flourish by using social media to strengthen your relationship with longtime consumers, as well as creating opportunities to reach audiences who tend to ignore traditional advertising. By focusing on story-driven sharable content, creating an ongoing dialogue with your consumer base and remembering that less is almost always more, you can provide a solid foundation for a successful online campaign.