When we get off track, like most of us do, it’s good to get back to two basic questions: What is our purpose and who is our audience? For example, is the purpose of your social media to get likes and engagement or to build trust and credibility? If you can do both, that’s great but if your real purpose is to reach the right audience to build trust and credibility, don’t trade that in for a surprising post that stops the scroll while also hindering credibility.
All marketing has a purpose; determine what that is first. Then you can ask if the post, ad, page, etc. is helping towards that end. We also all have an ideal audience/client. We know when we come across someone who is perfect for our solution. We get giddy because we’re certain they will be thrilled with what we have to offer. It’s intoxicating when such a match is found. The language in your marketing should speak directly to that person. Because we also want them to feel giddy when they discover us. If you’re trying to speak to everyone, you’re speaking to no one and no real connections are made.
When you find yourself lost in the weeds, remember to ask yourself: What is the goal? Start with the end in mind and work your way back. Don’t be too hard on yourself for getting off track, a little wandering is good for creativity. But don’t wander so far that you lose track of what you’re trying to accomplish. Get creative with tactics as long as they are in line with the strategy, purpose, and audience.
PS: Want to surprise and delight (while staying on purpose and brand of course) don’t miss Scott’s thing on “flavor text” below! But first, Kate tells us how to build trust with our most valuable asset.
