One of the biggest mistakes one can see marketers making again and again
is trying to replicate the success of others. I hear you now, “Wait!
You’re saying I don’t want to follow the example of someone who has been
wildly successful in growing their business?! You’re crazy!”
But hear me out: While there is of course much to be learned from the
triumphs of those before you, the approach I see too often is straight
up copy and paste. Ew. It’s both sad and ironic to see, because most
of the social and growth hacking thought leaders preach day in and day
out that you need to learn how to tailor your communications to your
business and audience. Obviously, this means that a golf brand is not
likely to find success by following the social media plan of McDonald’s.
Instead, you should be looking at what successful brands are doing, and
then thinking about how you might be able to attack the same channels
with similar quality content, but not simply copying. Copy = bad.
Emulating = good.
So, how do you identify your strengths and put them to work promoting
your brand. For most people, identifying some obvious strengths will
come the quickest when they look into what exactly it is their business
already does. For example, an obvious strength of almost any business
is going to be their knowledge of the market within which they operate.
Obviously, if you own a golfing company, you’re going to know a thing or
two about the sport of golf.
One great way to leverage your strength for engaging social posts is
looking at what insights you have about golf that others haven’t acted
on yet. Do your products have a unique selling point that is extremely
relevant to golfers? That sounds like a good jumping off point.
Alternatively, you might find that you can use this knowledge to drop
yourself into social conversations on twitter, tumblr, and other
platforms that are very conversation based. People get hung up on
creating their own content on social media, but some platforms are
better suited so most of your content is actually repurposed and the
result of interactions with others (but that’s topic on its own could
take up books on end, and does).
Leveraging your strengths doesn’t just mean working within the niche
your business exists in, it also means playing on the actual skills
you’re good at. So if you’re a strong writer, content marketing might
make sense for you. Alternatively, if you’ve never studied paid
marketing and advertising, your best path to growth is probably not
through paid social ad campaigns. Of course, you may have other team
members involved in your brand that can fill in the gaps that you have
in your skillset, leaving you more strengths to play on.
Above all, be consistent with the efforts that represent your strengths.
Often times, you will try 20 things that yield mediocre results before
you hit the one approach that starts getting you big amounts of
attention, traffic, etc.