Social Networking has become the new “Location, Location, Location” when you consider how to best promote your business and small business website.
So when you are tweeting, or posting to your wall on FaceBook, what are people understanding about you?
Do you talk about everything going on around you?
No clear picture of who you are?
If this post so far seems vague… You are right!
Which is exactly what you need to stay away from when posting and tweeting, because it is all about BRANDING YOU ~ YOUR SERVICE ~ YOUR PRODUCT…
I read an article lately that made me really sit back and solidify my branding process. I mean there are only 3 million people or companies out there providing small business website hosting and custom small business website design services… :- ) not much competition right???
So here are the major points of the article (full article here) – Jackie Purnell
Looking at you:
- Who are you – What do you have to offer
- What is your point of difference – what makes you unique
- What do you want to do – what are your trying to achieve, your goals or objectives, who do you want to help
- What sets fire to your underwear – what fires you up, what are you compelled to do
The foundation of your band will be seen through your answers…
Understanding what the foundation of your brand is develop the following…
- Your Message – how clear and consistent is your message to your core core foundation
- Your Credibility – keeping up your end of the relationship, building trust
- Your Relationships – how you foster your audience and engage to build loyalty
Several years ago I became very interested in how companies sold their products through TV ads. So I started asking myself every time I saw an ad what are they really selling?
For example,
Use our tooth paste and your teeth will be their brightest…
Their suggestion -> You’ll be able to kiss the girl – What they are selling -> Sex.
Wear our glasses/clothes…
Their suggestion -> You will be attractive – > You will be popular, hip, you will get the guy -> sex
Yea, I know the two examples use sex as the underlying product they are selling. There are many others though like prestige, wealth, power, security, safety…
So when it comes to BRANDING what are you selling, what should you be selling.
For example, a real estate agent isn’t just selling real estate, what is it that they are selling about themselves?
What is it about that person people are drawn to?
Power, Knowledge, Experience, Connections, Resources, Prestige, Wealth, Security, Safety
These aren’t the only ten reasons people are drawn to a real estate agent, but it does give us a place to work from.
So the question is, what do most Real Estate Agents sell when marketing themselves? From what I have seen over the many years I have worked around them, its, “They have access to lots and lots of property listings” -> Resources.
So here is an example of branding that I think will crystallize my thoughts…
This Realtor is a Broker with offices in Seaford, Georgetown and Lewes Delaware, with close to 40 years experience, operating his own real estate agency for over 27 years. He was a former Chairman of the Delaware State Real Estate Commission, Currently the Chairman of the Delaware State Chamber of Commerce, a Commissioner of the Delaware State Magistrate Screening Commission, a Trustee of the Beebe Hospital Foundation (Lewes Delaware), a member of the Riverfront Development Corporation Board of Directors and a former Delaware River and Bay Authority Commissioner.
So… Taking just a moment to consider this persons activities, experience and knowledge, I would think focusing on Power, Knowledge, Experience, Connections, Resources, Prestige would be the most Powerful in attracting and keeping people reading his blogs, posts and tweets.
So tweets like: DE State Chamber met with Gov. Markell… more… real incentives for business growth -> this tweet would be pointing to his blog.
Other blog entries could be:
top ten weirdest transactions ever…
Top ten funniest stories…
New legislation affecting Business Owners
Met with so and so last night over….
New legislation affecting Delaware home owners/farmer/builders….
I am sure with a bit of brain storming, there would be at least a page and a half of ideas of what to blog, post or tweet about….
So the question I put to you is, what sets you apart from your competition? Is it your accomplishment(s), experience, being an authority about a specific type of transaction, product, area of the country.
Write about what you are passionate about and remember most importantly sell to what people are really looking for, its rarely the product or service, more often it is what the person receives from having it, i.e. Prestige, Admiration of others, security, safety…
More on branding coming up.
Till then though, Always to Your Success!
-Kit
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