Marketing services, especially those based on technology, often require more than just a basic advertising campaign and a flashy company name. Unlike tangible products, a service isn’t something a businessperson can just put on a desk and say, “Check it out, try it, feel it, and how many would you like to buy?” Instead, a business selling intangible services needs to focus on satisfying needs of customers as the end goal. The services are simply a tool to the satisfaction goal.
Social media: The new powerful branding tool. Companies are running out to Facebook, Twitter, Pinterest and the like trying to harness their influence. Some have ideas of how to use it, many don’t. I think where many marketers and brands get confused is where they think the power comes from. Social media power lies in dependence. This means your audience must be dependent on you/your brand/your online messaging. Is your content alluring? New? Original?
I was on an insightful webinar with Jay Baer the other day and he made a profound statement, “My Facebook News Feed is where my personal life and my professional life collide.” He went on to say that companies that think they are competing on Facebook by pushing out sales messages are totally getting it wrong. This is because they’re not competing with other companies. This is because, as Jay put it, “They’re competing with my wife! My life!”
I used to work for the Cystic Fibrosis Foundation (CFF). I chose this line of work because my sister has cystic fibrosis (CF). Some of you may have noticed my personal Facebook Page has BREATHE as the Cover Photo; it’s a daily reminder for me to try and give back, to breathe for those who cannot. Fast forward four years and I am involved with the Foundation again, only this time as a committee member for the Great Strides walk here in NYC. You may be asking me what this has to do with social media. I’m getting to that, but the short answer is: EVERYTHING.
You’re probably just as entrenched in the Sales vs. Value war as I am, even if you don’t know it. I’m fighting the good fight for value. Are you? I don’t think I have to explain why value rises above sales in social media, but yeah, I’m going to.