As a marketer, with over 25 years of experience, one of my biggest pet peeves are companies who pump out so much content that it makes your head spin. It makes you wonder if they even read their own content. Do they follow their own advice? So it got me thinking about best practices for digital “talking,” which inspired this article. These tips can be applied to more than just marketers, in fact, they should be considered the “golden rules” for digital engagement.
Bernard Baruch, a famous businessman, once said, “Most of the successful people I’ve known are the ones who do more listening than talking.” This quote is the key to your success online. If you’re “talking” too much, a couple of things happen:
You numb your audience
There’s a fine line between educating your target audience and talking to them so much you dilute your expertise. Especially when they start thinking the same questions I mention above –do they read their own content and do they follow their own advice? Chances are if they are pushing so much content out (I am referring here to their own content, written by themselves, not shared content, or content written by others—that’s another ball game I will discuss in a follow up article)
You miss opportunity to listen.
When you find yourself “talking” so much, just as in real life, (you know the talkers at parties and events that continuously talk, not giving anyone else room to speak?) you miss hearing what your audience wants to know. You miss opportunities to learn more about your audience’s interests and questions.
You open yourself up to questions about your focus.
Going along with the first point, by throwing so much content out there, you are not only diluting your message, but you’re also opening yourself up for your audience to wonder what your recommendations truly are, and you can confuse your point. Having a clear and consistent message is vastly different from so much diversity in content that you can’t see a clear focus.
So how do you know what to talk about online?
In the age of Google and social media, you are constantly bombarded with content from your friends, colleagues, pages you like and paid advertisements. Despite this, it’s hard to know what YOU should talk about with your own content for your company. It’s easy to see what NOT to post, but how do you find content that people won’t ignore or become numb to?
Before you even think about what to post online, you first need to figure out who you’re talking to. To do that you need to think about who your target customer is, what are they interested in, where do they like to connect? Knowing these three key things about your ideal or target customer will help you narrow down what to talk about.
Just like in real life, no one wants to hear you talk about yourself all the time. In real life, this is called narcissism. To make it easy, there is a formula: 3, 1, 1:
For every 5 posts, there should be:
3 informative/interesting posts from other top influencers, such as sharing an online newspaper article relevant to your town, city or area of service you provide;
1 informational article written by you or your marketing team (either outsourced team or in house team) that comes from your blog on your company website, and;
1 post which talks directly about your company in a promotional way, such as advertising a special or promotion.
How NOT to annoy your fans and followers:
Try to limit your posts to no more than 1-2 per day on each platform (Facebook, Twitter, LinkedIn, etc.)
Don’t post the same exact content on every page. Try to rephrase the headline so that people don’t immediately dismiss your post because they’ve already seen it.
Watch your spelling and grammar. Nothing is worse than having your prospect or customer (or affiliate) wondering if you will pay that little attention to their -reservation.
The bottom line for “talking” online is to be respectful and insightful about what your audience wants to see and read. Need help with your online marketing? The experts at Solutions Marketing have proven results to help you bring more business to your company through integration of our targeted strategies. Call us today toll free, 888-580-5567 or email us, and get started!