by Randall CraigFiled in: Blog, Blogging, Communication, Make It Happen Tipsheet, Social MediaTagged as: Digital Strategy, Engagement, Focus
No one cares about you – they care about how you can solve their problems. Write for your readers.
These two expressions epitomize the most important marketing concept: relevance. How often have you seen a post, picture, tweet, or comment that adds zero value? Or where the signal-to-noise ratio is, well, too noisy?
When it comes to using digital as a professional tool, there is a subtle shift that must happen. Instead of a self (or corporate) focus, the communication must be designed to be user-relevant, and user-focused. It’s true that celebrities (and politicians) often break this rule, but they really would do better if they improved their relevance.
Social relevance isn’t rocket science – here are five tips that can help:
What’s your signal-to-noise ratio? This week, review all of your social posts, using this five-point checklist as your criteria. (Are the posts really written for a targeted audience? Does it appear that there is an underlying goal? Are the topic choices important to the audience? And on a similar theme? Is there engagement?) If the posts are too wide-ranging and diffuse, then start writing for your reader: they will care more about you once you begin solving their problems.
Competitive insight: Reviewing your competitor’s social posts can often give you insight to their marketing strategy: reverse engineering what they have been saying, provides visibility to their priorities and goals.
Postscript: Read the last 60 (or 600) posts of mine at www.RandallCraig.com: What is my signal-to-noise ratio?
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