‘Twas ever thus

Things social media managers hear all the time:

“We should be sharing this on social media.”

“Can we put something out on Twitter about this?”

“That’s a perfect Instagram post…”

The answers are almost always ‘No we shouldn’t’, ‘No’, and ‘No it’s not’.

It can be tempting to treat social media as the dumping ground for the stuff you don’t think warrants any extra thought or budget. After all, it’s free, quick and easy. But, this kind of thinking is going to yield very little results for your brand.

The same attitude that gets your Great Aunt to like a picture of your cat on Facebook won’t cut it when you’re trying to convince people to part with their money.

The fact is, social media marketing is still *marketing*. The need to give it some thought, to be protective of your image, considered in your messaging, and creative in your output is still as relevant as it was pre-internet. Marketing is the same now as it was then.

Right message, in front of the right people, at the right time.

Don’t let the bastards grind you down.

Sam


Ogilvy on Advertising is a great place to start for tried and true marketing advice that’s still relevant in the digital age.

Not everyone is going to care

One of the questions often thrown out during discussions about any business or comms idea – normally by those who claim to ‘speak for the consumer’ – is ‘does anyone care about this?’.

It’s a fair question. There is no point pouring money or time into a project that no-one else cares about. But surely the answer is almost always: ‘of course somebody does!’.

That somebody might be an audience the size of a small country, or a select few individuals who are highly interested in your niche, but that isn’t at all important as long as you’re realistic with your business model. The aim with building a brand that matters, isn’t to get everyone to care but to find those who do and connect with them directly.

If you’re building a ultra-premium chocolate brand it really doesn’t matter that most people wouldn’t pay over £1 for a bar, and couldn’t give a monkey’s about where the beans come from for you £10 a bar product. There are enough people out there who do. Find them. Build a product they can love. Speak to them in a way they value. And ignore everyone else.

The problem with the question ‘does anybody care?’ is that it’s really asking ‘does this have mass-market appeal?’. Not only is it presumptuous to think that’s what you’re going for, it’s not at all a helpful starting point. Something *built* to appeal to everyone, more often than not appeals to no-one.

If that spark of an idea in your head sets *your* heart racing, you can be sure there are others out there too. The only thing then you have to work out is how to find them, and make your idea come life.

Hearts not eyeballs

Organic reach. Paid reach. Impressions. Retweets. Presence.

It’s all overrated.

Obsession over analytics and data has led us into a world where we seem to think the number of people you manage to shout at is the measuring stick of marketing success. There are two problems with this.

The first is that only a fraction of those who you have the potential to reach will ever see your content or messaging. Of those who do, you will be lucky if more than 2-3% stop to look properly. An ever smaller portion of those people will actually do anything about it and maybe perhaps consider potentially buying something from you, *if* on the off-chance they happen to feel like it. Not great odds.

The second problem is that by placing such weight on how many people *might* see your work, you become careless and fail to get to know the people who are seeing it. With such a broad church of an audience, you’re forced into a ‘throw shit at the wall and see what sticks’ approach. Again, not great odds.

Instead, marketers and brand builders should be thinking about depth, not width. Focus on what Seth Godin calls the ‘minimum viable audience‘ your business needs to work properly. That might be 10,000 people, or it could be 10. Then, expend all energy, not on trying to grow that number, but on building trust.

Get to know your audience, who they are, what makes them tick, what they find useful, and practice the craft of talking directly to them. Everything you do, say and create should be about serving their needs and rewarding them for their loyalty to your brand.

Do this and you’ll find that by speaking to those who want want to listen your chance of success goes up significantly. Oh, and it’s a hell of a lot less tiring than shouting into the abyss.

Language Barriers

Whenever we learn anything about anything we love to prove it. It’s only natural, especially if you’re enthusiastic. One of the ways we like to show we know something about something is to use the lingo.

Acronyms, abbreviations, buzzwords and bullshit.

If you read anything about marketing on or offline, every book, article and whitepaper (maybe even my own blog) is pumped full of it. And, if you’re looking for a bit of advice on how to make your business stand out, or make a start in digital marketing, it’s like everyone who seeks to tell you how it’s done speaks a foreign language.

David Ogilvy, perhaps the most influential adman ever, said this:

Our business is infested with idiots who try to impress by using pretentious jargon.

He was notoriously brash, but he has a point. Jargon works a bit like armour. It makes us seem more powerful than we are. Makes us feel safe. Reassures us that we’re doing the right thing, even when we’re not. But it can also force us into a box, restrict our thinking and will us to apply some ‘textbook’ theory where it makes no practical sense.

As far as I see it, marketing and branding are reasonably simple. Not easy – but simple. It’s about consistently showing up, staying true to who you are, always doing the right thing by your customers and working tirelessly at making your business matter to others, no matter how few.

There’s no one way to do that. There’s no set budget that needs to be spent. No must-use platforms or nailed-on strategies. No magic pill. No need for jargon.

Everyone can build a brand whether they’re a marketing guru or a handyman in his own van who couldn’t give a toss about David Ogilvy. Provided you’re doing good work, all it takes is persistence and patience. Don’t let the language barrier convince you otherwise.

Sam


Sorry for the radio silence over the last few weeks. It’s all been a bit hectic, but hopefully, this slightly longer-than-usual post makes up for it. I’m back now, so speak soon.

Tearing up the rulebook

Over the last week, I’ve been thinking through a few problems related to a couple of projects I’m working on. It’s surprising how often my ideas on potential solutions have changed.

My first reaction to almost any complex problem is usually to be a revolutionary. Everything is broken. Let’s start again. I must implement change.

I don’t think I’m alone in that knee-jerk reaction, but often it’s misguided. The urge to blame the hand you’ve been dealt and wish for better cards is strong. It’s also an easy escape. More often than not the cards you’ve already got are more than adequate. You’ve just got to play them right.

If you’re looking at your business and wondering how you’re going to forge a strong brand out of what seems like a mess, or far too boring, or ill-thought-out – resit the urge to start again. Start by thinking long and hard about the truths of that mess – the indisputable facts – and then start to piece it together in a way that means something more.

Here’s where my thinking lies at the moment: carefully-considered evolution often produces better results than all-out revolution. No doubt it will change again.

Trust

If I were to try and get you to sign up for a paid subscription service where you’d get regular, exclusive and high-value content, all written by me, you almost certainly wouldn’t. Why? Because I haven’t earned your trust – not least because I haven’t posted in over two weeks.*

I haven’t built a solid track record of consistent delivery for any of you to trust that your monthly subscription would be worth it.

Within the last couple of years, my mum has taken up running. Having never done much before, she has persisted in getting out and putting in the miles on a regular basis, and lo’ and behold she’s got herself up to a very respectable standard.

I think she enjoys it now, but she’ll tell you that when she started it was a slog:

“If I only went when I felt like it, I’d never have gone. I had to tell myself that it’s just something I do, not because I feel like it, but because it’s what I do now.”

The people we admire most are those who, come rain or shine, are consistent. They are consistently productive, or polite, or principled, no matter what they’re faced with. It’s that level of consistency that builds admiration and trust.

It’s not just about consistently showing up, but consistently being consistent in how you show up.

How can you show your audience that they can trust you and your brand?

Sam


*Somewhat ironically, the last post I wrote was about ‘showing up early and consistently’ in order to build that trust…

Show up early

Everyone knows the saying.

Trust is earned, not given.

This is true. But how exactly do you earn trust?

The most obvious way is by sticking to your promises. Say you’ll do something? Do it. Say you have a set of principles? Stick to them. Say something is important to you? Prove it.

I’ve talked about this and how it relates to brands before.

But there’s another way brands can earn the trust of their customers – by consistently showing up before they’re required. That is, doing the right thing day in and day out, before you’re called upon to do so by any increased exposure or notoriety.

Whether that’s a commitment to every last detail in the quality of your product, the reliability of your content output, or the way you treat your staff, suppliers or customers right from the off. Your consistency and willingness to ‘show up’ even when no-one else is watching, counts for an awful lot down the line when it comes to earning the trust of those you hope will pay your bills, and someone just happens to notice.

It doesn’t really matter how. What matters is that you did it consistently – and continue to do so – not because it’s looks good, but because it’s important to you.

People can trust that.


Not my best, but I’m here. Showing up. And I’ll be back, hopefully, with something better.

Thanks, as is so often the case, to Seth Godin for the inspiration on this on.