Does your daily social media regimen leave you feeling exhausted and
overwhelmed? It’s not you, it’s the amount of information posted online.
Amazingly enough, it’s estimated that the amount of data online – in the form of
blogs and social media – will increase by 600% by 2020. The noise online is only
going to get louder, so how can you get your message across?
Your target
audience is probably feeling Content Shock too. It takes work to keep up with
all of that information. Even the best social media tools can’t take away the
fact that participation involves time and focus. All this noise makes it that
much harder for your consumer to find what he or she wants.
Fortunately
there are ways you can reach your consumer. Here’s what you can
do:
Become an authority your fans can turn to: People
love experts, and you can become the go-to person your fans can trust for
information. All this clutter online makes people want to focus on that one
person who can give them what they want.
Partner with others in
your market: Consumers may be wary about marketing messages, but they
will trust experts. When you get to know others in your field, and
cross-promote, you both benefit by expanding your audience. Aim for alliances
with people who have a bigger audience than yours.
Stay on
message: All this clutter online means people appreciate brevity and a
targeted message. Sure, there are some super experts who can go off point, but
most of us need to identify our key points and stick to them.
Get
email addresses: When you have your fans’ email addresses you have a
direct means of contact. That list is valuable. Email manages to break through
the clutter of social media and stay in front of your fans. Create an opt-in
list and then share useful information with them.
Know where fans
draw the line: If you’re going to do an email newsletter, stick to
twice a month, possibly weekly. Don’t inundate them daily. You’ll only create
more of the content fatigue we’re trying to avoid.
Keep it
light: There’s plenty of negativity online so you don’t want to
contribute to that trend. Your fans don’t need negativity, they need and want
solutions to their questions. Give them ideas and inspiration along with ways
they can succeed despite the challenges they face.
Focus on a
smaller market: Find your niche, that’s where you want to shine. Your
fans are seeking specific solutions, not broad strokes. This is true across the
board – the trend is shorter books, more concise posts online. Develop your
areas of expertise and hyper-focus your knowledge. Your fans will love you for
it.
The human touch still matters: We’re surrounded by
automation – automated emails, automated social media replies, etc., so you’ll
stand out and earn the gratitude of your fans if you make authentic connections.
After presenting at a recent event a few attendees told me they were surprised
that I responded to my own emails. They loved hearing directly from me. Again,
this is a way you can stand out from the rest of the noisy
crowd.
Get the fans engaged: Think of ways your fans can
participate in your promotions. Put a twist on the current selfie trend, for
instance, and have fans take selfies of themselves with your book so they become
eligible to win a prize. Be creative and get your customers participating. It’s
a sure way to be heard above all the noise.
The noise online is only
going to get louder and while your instincts may encourage you to try something
flashy, it’s the wrong approach. If you want a long-term fanbase, you need to
give them substance. Start planning now for how you can maintain a strong
presence and stay on message. Your consistency will help you build a loyal
following. And then you won’t be just another flashy messenger who quickly got
lost in the clutter.
Reprinted from "The Book Marketing Expert newsletter," a free ezine offering book promotion and publicity tips and techniques. http://www.amarketingexpert.com
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