Some of the most prominent strategic communication and
marketing buzzwords of 2013 are content, engagement, and community. They are all supposed to relate to an overall
strategy where a business produces unique and specialized content to engage
members of a specific target audience, and, in turn, hope that they join a
community that supports that business. On its face, that appears to be an honorable
strategy. The problem with that plan,
however, is that the goal is skewed and far too short-sighted. In business, the goal is not only to engage
and gather a following, but to develop a customer base that truly trusts your
business.
Think about how many times you like something or even retweet
a tweet. And, think about how many
organizations you decided to follow. If
you are like most people, those actions are mostly based on a whim. Most are reactions to something we find
entertaining, or we are simply giving some content a thumbs up, or we are
giving our blessing with a digital “amen.”
Whether in Dallas or Atlanta; or Dubai or Albania, from a marketer’s
viewpoint, it is wonderful to have likes and followers, but that does not make
for solid client or customer bases.
Reliable client and customer bases are measured by consistent
financial support of a business. That
consistent financial support is only developed through trust. As much as notoriety in the form of likes,
followers and retweets is flattering, in terms of financial success, many times
it is short-lived and based on a short-sighted strategy. As a business owner and leader, it is up to
you to not only make sure you provide entertaining and engaging content that
appeals to the masses, but that you are more importantly instilling trust in
your brand.
As diversified and technical as marketing is in this social
and digital age, it is easy to get caught up in the popularity game. Remember, however, that your strategic
communications efforts must all support building trust in your brand which will
directly impact what you are in business for in the first place, revenue. Consistently monitor your efforts to make
sure they are instilling that consumer trust and that you are not just giving
passersby a daily dose of entertainment.
The goal is not simply to be liked, but to turn digital passersby into clients
and customers that trust your business, and put their money where their likes
are.
Concierge PA: After all, our hallmarks are loyalty, privacy and trust!
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