All good marketers know that the way to create a popular and long-lasting brand is to associate it with a particular story. Apple did this when they pitched their computers as a user-friendly alternative to the PC. And Tesla did it when they got their prospect to imagine a gas-car free world.
But these are large businesses. What do you do if you’re just one person working from a home office? How can you possibly start a brand conversion?
In the past, it wouldn’t have been possible – or not without a lot of work. But today, it is much easier thanks to the power of social media.
The benefits of generating a conversation around your brand are truly spectacular. If you can get people to associate you with a certain way of working – a particular approach – you can differentiate yourself from your competitors and win in the market.
So, what techniques should you use? Check out the following.
Pull Off A One-Time Spectacular
If you’re just a lone entrepreneur trying to make it in the world, it can be challenging to gain traction with a broad, flaky audience, like social media users. But once you grab their attention, that’s when the algorithms take over. All you need is a single video view, and you’ll pop up on their recommendations for years to come.
Pulling off a one-time event can be a great way to start a conversation about your brand. Webinars might sound cliched, but they’re a great option, especially under the current lock down. They give you a fabulous opportunity to tell a story about who you are and what you do.
Try Building Engaging Content
Starting a conversation about your brand usually comes down to engaging content. If you want to gain traction on social media, you have to create something that immediately grabs attention. What you create can be written, interactive, or video, but you want to encourage prospects to get more information. It should provoke them to ask follow-up questions.
Content marketing right now is in a bit of a strange place. Companies think that they know how to blog and create videos, but many have a superficial image in their minds of what marketing is. They believe that spamming their customers with blogs related to their business operations is the way to win their hearts and minds. It is not. The only real route is to create unique value and align with their interests. So if you’re doing something with broader ethics, then talk about them. The people who agree with you will naturally coalesce around what you’re doing.
Start The Conversation On Social Media
Social media is a giant melting pot – and the front line in the current culture wars. You have the platforms and the “woke” left on the one hand, and everyone else on the other.
People looking to sell on these platforms, therefore, need to tread carefully. You don’t want to draw the ire of activists, but at the same time, you want to be controversial enough to begin a conversation. How you pitch this very much depends on your industry and what you want to sell.
