If, like many in professional services industries, the majority of your work comes from repeat clients and referrals, your story is the most important business development tool you have. It's also the only thing that can't be stolen.
Think about the brands that you identify with and find more meaning in. Maybe Nike or Apple or Starbucks are on that list.
These brands stick out because they have mastered the art of transcendent brand storytelling.
Even if you don't have the resources of these big brands, you can learn from them and build your company into a transcendent brand.
A while back, a marketing agency approached me and asked if I could help them understand how their clients, mainly manufacturers of architectural products, could be more effective marketing to architects. I said, “you have to start by putting yourselves in the architects’ shoes and end with being their best, go-to resource."
Think about the last time you were at a party and you were trapped in the “conversation” with that person that spent the entire time talking about themselves. Your brain stops listening and starts thinking about how you’re going to move on to the next situation. Do the stories you tell do the same thing to your Ideal Customer?
How do I prove the ROI to my Boss? How do we get more Twitter Followers? Why don’t we get any engagement on our Facebook Page? Are you asking the right questions about Social Media Marketing? Do the Executives at your company understand how Social Media Marketing should be integrated into your overall Marketing mix and assimilated into your business culture?
Your favorite meals are memorable; they’re an experience; there’s a process to them. That’s what you need to create with your Social Media Marketing. Every platform you use, every article you write, every photograph you take, every post you make must be part of a process that contributes to a memorable experience.
You need to share all of your knowledge and expertise. You need to tell the world everything you know about what you do. And you need to give it away for free. That’s probably not advice you’re looking for. But what if I told you that giving it all away was the best way to succeed with Social Media Marketing? What if giving it all away was the best way to find your Ideal Client?
A friend of mine and I have been chatting lately about the best Social Media Marketing books. Nikko has really impressed me. It seems like every time I mention a book he’s bought it and read it almost before I’ve even completed my thought. He’s consuming these things faster than I can come up with a title and author so I figured I would compile a list of the best of what I’ve read, suggested and given away over the last year.