Creating engaging marketing with social media at the forefront has become one of the most pressing needs for companies in the modern world. It used to be that technology-based companies, those in software and design, were the main companies that needed to really have a handle on the bleeding edge of marketing, but it is no longer so. With everyone these days focusing plenty of man-hours on researching and strategizing the next plan to see success in online marketing, it forces companies from almost every industry to stay on their toes and address every new update that comes from Facebook, Instagram, Pinterest, and even Twitter.
Algorithms, best posting times, paid ads, Google AdWords, and funnels of communication can make any business owner’s head spin, especially for understaffed small businesses. Not everything that glitters is gold, though.
Business owners should always keep the foundations of marketing in sight while working on their various efforts.
Simply put, marketing can be broken up into two main categorical efforts. You are always trying to:
1. Increase branding and recognition.
2. Generate leads or sales.
In most scenarios, it’s probably fair to say that your company’s ads are trying to do both. I mean, getting yourself out there and making money is the goal, right?
The problem I’ve noticed though is that people forget these simple goals and even forget the main definition/principle of marketing, simply, the storytelling and promotion around your company.
For some people, me defining the goals and definitions of marketing will seem rudimentary and basic. Don’t write me off just yet! I can’t tell you how many people I’ve coached that were focused on the details of whatever campaign that they were running and that the overall story, theme, and marketing efforts of their company were suffering.
Take Nike for example. Everything that they put out from apparel to shoes to the Nike Run Club app is focused on one thing – helping you win, or better yet, making you a winner. No matter what you see from them, it will always continue that story. Sometimes its a customer giving a review, sometimes it’s a simple shoe commercial, sometimes its an empowering story of a star athlete and their journey – all of it is based around selling you the idea that you will become a winner if you by their product.
Now back to you and your business. It is extremely vital that before you ever consider putting out ads, content, visuals, promotions, etc. that you take time to create the foundational story behind your company’s brand and it’s products/services. Don’t worry about all the details yet, let’s just focus on the message and story that you’re selling with your company’s name. The value of having a quality and attractive story there is priceless.
It is extremely vital that before you ever consider putting out ads, content, visuals, promotions, etc. that you take time to create the foundational story behind your company’s brand and it’s products/services.
Think about it this way – if Nike didn’t have that consistency and put out ads with disjointed messages and stories, it would likely give the customer a feeling that perhaps they are not as quality as they communicate because after all quality is felt and experienced not communicated.
Now I can almost hear a certain group of reader’s thoughts out there on the internet – “you don’t understand, there are so many things to do that I don’t have time to develop this, I barely have time to make posts and content as it is.”
Well, let me put it to you this way, without a consistent story underneath your brand, all of the time you are spending (or worse money you are spending) on content creation, is a waste. I may be one of the few that thinks it’s better to put nothing out if it isn’t the best quality, but I can say with confidence after years of beta and market testing that your product without consistency and quality thought put into the overarching story and marketing efforts, will ultimately be viewed is lower quality than your competitors.
…without a consistent story underneath your brand, all of the time you are spending (or worse money you are spending) on content creation, is a waste.
Simon Sinek in his book Start With Why says these two quotes:
“Very few people or companies can clearly articulate WHY they do WHAT they do. By WHY I mean your purpose, cause or belief – WHY does your company exist? WHY do you get out of bed every morning? And WHY should anyone care?”
“People don’t buy WHAT you do, they buy WHY you do it.”
Do what you need to do to reprioritize this in your mind. Do not let this slip. Your new goal is to create the big story behind your brand. All of the other tasks in your marketing efforts are the lower priority to this – AND the best part is that once you have this solidified story created, it actually becomes EASIER to create content. You aren’t just stabbing for ideas, but pulling from the same general theme consistently.
If this is something you struggle with and could use some help creating, we would love to help you on your journey to consistency in marketing. Through coaching and monthly support, we have seen clients go from small and struggling to flourishing in their marketing. Feel free to email or call us with any questions.