The world is obsessed with celebrity culture. Top celebrities are scrutinized, gossiped about and are a constant source of conversation across social media platforms. With that being said, there is a lot that Inbound marketers, especially technology marketers such as managed service providers (MSPs), SaaS providers and others focused in the technology space, can learn from them, both positive and negative.
The biggest mistake technology marketers make in their marketing is to dismiss social media altogether. They think that because they, as individuals, may not use Facebook, Twitter or any other popular social media channel you might name, that there is no value. They often forget that even though they’re marketing the technology they’re most likely not the target market. They also often fail to realize different social media channels have the potential to reach different audiences depending on how well done the messaging is for the channel. And it goes without saying, billions of people are on social media. Facebook has more than 1.6 billion active monthly users. The chances that some of your customers are using Facebook are reasonably high. As an added bonus, skillful use of social media will increase your website’s authority and increase your SEO profile.
The undisputed Queen of social media is Taylor Swift.
She has a massive following:
80+ million Twitter followers,
83+ million Instagram followers,
75+ million Facebook followers,
19+ million followers on Youtube with more than 9 billion views
No matter what you think of her or her music, she is doing a lot right on social media.
Three lessons from Taylor Swift on social media:
Taylor Swift is authentic. When you review her channels, especially Twitter, it is HER posting in real time. She hasn’t turned her channel over to a team that is spewing sanitized corporate marketing dribble. Many of her pictures are unedited, she even posts some goofy ones that show her less than glamorous side. Part of her charm is a willingness to be vulnerable. It is a great lesson for brands. Many executives equate “professional” with dry, humorless, corporate speak. Nothing is further from reality on social media—especially in business to business marketing and selling. Every business transaction is conducted by a person or persons. People want to do business with people they know and like . Taking a slightly quirky approach can go a long way toward a successful social media presence.
Taylor has managed to maintain a persona that not only is she nice, but that she is a real person. Some other “celebrities” have tried to frame themselves as larger than life or divas, which is unattractive to wider audiences. It is important for technology brands to find a solid voice that speaks to their audience and is also interesting, informative, and hopefully educational and entertaining. What they cannot do is be boring or offensive to a wide audience. It is a fine line that can be toed with creativity and a deep understanding of what drives each channel.
- Understanding the Channel
Taylor is a master of each of her channels. Her Facebook and Twitter posts are written correctly for the audience. Each channel is very different. The use of hashtags, language, length and even the types of posts varies widely from channel to channel. For instance hashtags are used heavily on Twitter and Instagram, but are not used on Linkedin and sparingly used on Facebook. It is easy to tell if a business has a clue about social media by how they share the same post across channels. The dead giveaway is a misuse of hashtags and voice. I have seen people attack posts on Linkedin that were not business related and posts on Facebook that were ridiculed for using multiple hashtags. The “rules” if you want to call them that are ever evolving. Twitter is used quite differently now than it was 3-4 years ago, and as they mature (and if they survive) many channels like Snapchat, Vine, Pinterest and many other emerging channels will develop their own do’s and don’ts.
Marketing a technology product or service does not mean everything you post must be written for geeks. Technology marketers must learn to produce content that speaks to their buyer personas as people. Business to Business marketing is still marketing to real people. So have a little fun with your channels, and try not to be so serious. It will go a long way toward you growing your Inbound leads and increasing your sales.
Can-Do Ideas is a leading digital marketing agency in CT specializing in the Inbound Marketing methodology. We help clients come to you.