At this point I don’t think there is a doubt that social media is a powerful tool. Not only has a business sold over $100m of jet engines via a Facebook ad, but many people will claim social media is even able to influence election results and overthrow dictators and create revolutions. With that being said, many people and organisations are failing miserably in creating a successful personal or business brand online. This is because the majority of people and businesses are constantly shouting at you on social media to just buy something from them. Or to use the authors expression throwing “right hook’s” all the time to make a sale. But if you want to build a successful brand online, asking someone to buy something in every post is a losing strategy. This is the premise of Gary Vaynerchuk’s book “Jab, Jab, Jab, Right Hook”. So, what can we learn from the book?
Give instead of take
The key message within the book is that just constantly shouting at your audience to buy something from you is not a sustainable long-term strategy. You are creating a transactional relationship with your audience and its one where you tell the audience that you only ever want them to buy something from you. Your entire strategy is dependent on the person seeing your content and actually wanting to buy whatever it is you are trying to sell at that particular moment in time. However, if you provide value to your audience, you are going to build a following that is interested in what you have to say, and when you do offer them something to buy, you not only increase the chance of a percentage of your audience buying it, you will have a much larger audience of potential customers likely to buy.
What is value to the audience?
Let’s imagine you are a running shoe company. Which strategy is likely to be the best long-term marketing strategy? Option 1 where all you do is post “please buy these running shoes”. Option 2 where you provide information every day on how to improve running performance, get in shape, lose weight, eat the right foods to improve running performance etc. The right answer is of course option 2. Under option 1, your post is only of interest to those looking to buy shoes just in that moment. Option 2, your post is of interest to everyone who runs, because you are providing useful tips to help them with their interest running, making it a lot more likely that they will come to you and buy running shoe products from you every time they need it. They will engage and follow your brand over a much longer period of time, ensuring you have a loyal, dedicated and engaged audience.