Social Media managed to get us all excited and racing ahead to get some activity happening that we lost sight of the true purpose of our business: to create value through a strategic differentiation of our product or service versus the competition.
There are many tactics I've seen employed, and a lot of them might bring short-term success but they are not strategic at heart. There are no shortcuts, no easy way to win the market share fight, there is only one way to get stand out, to get ahead of your competition. So, what’s the secret? Well it’s very simple.
To put some processes and systems in place that enable you to improve how effectively you listen to your customers and then respond rapidly to market changes – before your competitors do.
Every strategy should be based on this. It is a continuous process and Social Media has made the rate that the market changes unbelievable. As soon as you think you have a clear picture of what your customer wants / needs then it will be changing.
Social Media presents an unprecedented opportunity to listen to your customers, create a unique differentiation and to get found. You should start with answering the question “only we can…”
Then it’s a case of developing a content marketing strategy and plan that helps you create real value in the minds of your potential customers. This is at the core of Inbound Marketing. Create remarkable content that provides real value to your potential customers and publish it (and discuss it) in Social Media platforms.