Is your marketing making promises that you can't keep? Are your websites, blogs, social profiles, Instagram photos, tweets and Facebook updates over promising? Is your blog or website filled with services you can't deliver, even on your best day?
As marketers, we're paid to build excitement, increase brand awareness and drive results. It's in our DNA to make people smile, to inspire and empower them. Savvy content marketing writers know how to put the right words on the digital paper to drive the intended action. However, brands have to be careful and ensure that their words are truthful - and that the promise stated in their tweets or posts can actually be delivered in a timely manner and the required level of quality.
The social web is becoming noisier day-by-day - it's difficult for even smart marketers to stand out from the crowd and rise above it. Many fall into the frenzy of beautiful visual graphics, never ending sales pages, over exciting live video sessions and the list goes on. Before they know it they've made a long list of promises that are far outside of the scope of what they can provide. Instead of helping their efforts, their over promising marketing messages and actions are hurting the brand. These broken promises lose trust, hurt relationships and decrease brand equity.
Think about a time when someone made you a promise and then broke it. How did it make you feel? Did it make you trust the person more or less? Did it make you want to hang out with them, work with them or recommend them to a friend or colleague? The chances are high that your answer is a flat out "no way!" And given that, why would your customers and online audience and community feel any different?
You are what your promises deliver. Today, authenticity and transparency rules the social web. Customer experience is your brand, period.
Customers, community and audience members demand that brands deliver on what they promise. Marketers have to learn to stop over-selling, to stop over-promising and under-delivering. Smart and savvy digital marketers know that they're better off under-promising and over-delivering every time. Why not surprise and delight vs oversell and disappoint?
Check out the 193rd episode of the Social Zoom Factor podcast for 7 ways social, digital and brand marketers can keep their promises. Included are strategies, tips and tactics to earn trust, create a conversion funnel that actually converts and ensure that marketing efforts are helping the brand, not hurting brand reputation.
In this 30 minute podcast you will learn:
- 7 Strategies and tips to increase conversions by keeping your digital and social media promises
- The importance of making the RIGHT promise
- Avoiding overselling and spamming via social media
- Importance of being very descriptive in digital promises made
- Why you must educate the user, viewer, listener on the process
- Why users, viewers, community members want to be told what to do
- Why customer experience is everything
- Importance of engaging
- 2016 Content Marketing Editorial Calendar Template
- Audience Analysis Worksheet (worksheet to help you prioritize your niche)
- Content Marketing Editorial Calendar Podcast Tutorial (episode 189)
- 17 Social Business and Social Media 2014 Predictions
- Increase Conversions with Trust, Not Spam
- Mobile Marketing: 5 Top Tools to Optimize Conversions
- Earned, Owned an Paid Media in a Nutshell
- Influencer Marketing in a Nutshell
- 10 Habits Highly Effective Social Media Marketing Leaders
- How to Get Your Social Marketing Budget Approved (podcast)
- 7 Metrics to Measure Value of Your Content in the Inspiration Age (episode 173)
Free webinars: We are also launching a series of webinars and training opportunities to dig even deeper. Sign up here-> You are the Media - Building Your Media Foundation
How to Subscribe to Social Zoom Factor Podcast
This post originally appeared on Pam Moore's blog