The hardest concept for a business owner who has been around for more than ten years is “Branding.”
Branding was your logo.
Branding was your Est. Date.
Branding was the product.
Branding was actually never those things, but it was easier back then to draw in customers with those details.
Today, in the Digital World, Everything is About Information.
Our hand-held devices are the authority on just about everything. Should we eat at the corner restaurant? Ask Yelp. Should we buy that pair of shoes? How many stars does it have? Is this business something I can trust? Let’s Google them.
And I know that you know this fact, but do you really understand that telling customers how great you are is not the same as building your brand?
Look closely at this illustration. Now compare it is message to your last five Social Media Posts. How much information are you sharing? How often are you yelling at people to Buy Me? How many posts are sharing about why you do what you do? Customers want to “see” behind the curtain. How often do you do that?
How Do You Think Customers “Understand” You?
“Back in the day” there use to be that wonderful marketing principle about “three people who tell three people.” Remember? Personal recommendations, key placement print advertisements, and those loyal “three customers who told their three friends” were what made the lines of people wrap around your cash register. Today things do not quite work like that. Your customers are not placed within a 25-mile radius of your location (thankfully!) The promise of the Internet was that if you built a website, people from around the globe could possibly be your customer, right?
Google is Searching For Thought Leaders Who Share Information
All that you posts, write, and share about you and your business are thrown into a large river called “Google.” This large information system is hungry for anything that can be offered to the millions of people asking questions on their hand-held devices. Questions that need answers, right now!
Consumers do not want to know how great you are. They want to learn more about you through reviews, blogs, articles, and posts that you share. They have a very sophisticated way of determining if you are worthy of their time and trust and it is not just those “Millennials” who use this information system anymore. The fastest growing demographic for tablets and iPads are over 65! We are all using the Google-sphere to direct our attention– and our dollars–whether we like it or not!
And you want to know what’s even worse?
We Now Have a Shorter Attention Span Than a Goldfish
In 2013, statistics noted that we had an 8-second attention span when it came to digital information. By many accounts, today it is merely 6-seconds to catch me before we “X-Out” of a page to find something more interesting. You have less than 6-seconds to catch people in your headlines, articles, advertising, and even in the books, they read…..
“Front-load your best material in the first few chapters before readers put your book away.” -publishing agents everywhere
So How Does This Determine Your Brand?
Ask yourself the following questions: Where are you supplying information? What are you writing about in your Blogs? What new information are you sharing in your posts? On your Instagram feeds? How often does the content on your web page change? How often are you sending interesting content via email?
Information is what we seek. Problem-solving posts. How To’s. How Not-To’s. Content, rich with keywords and images that delight us in the first six seconds of our interaction with you and your business. And don’t be fooled by the occasional article in your local newspaper or local living magazine—these PR tactics will only enhance the regular and consistent information that your business is already sharing on a daily basis.One-hit-PR does not a brand make!
Thought Leadership is How You Get Found
And thought leadership is a long-term view of a digital marketing strategy. The question is: How are you sharing information that will get you found?
Maria Bereket is a Digital Media Marketing Consultant and Coach, LinkedIn Strategist, and Social Media Trainer. Her work focuses on bridging the gap of the digital divide by teaching people how to use social media to grow their business through social media thought leadership. She is an innovator and creative task master, so don’t contact her if you are not looking for growth and change. Teaching people to embrace technology and learn how to communicate in a digital world is her super-power. Connect @mbear88 or email her at Maria@DesignBearMarketing.com
Original Post on LinkedIn: https://www.linkedin.com/in/mariabereket/recent-activity/posts/