Jab Jab Jab Right Hook – Rethink the way you do your marketing
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Gary’s no-nonsense approach to the world of social media marketing I personally found a breathe of fresh air with his constant use of boxing analogies and also how he uses his other passion the New York Jets, I believe by the time his book was published the Jets finished 8 and 8 and the season after that 4 and 12 in the AFC East! So I can totally see why he chose his boxing analogy as he has clearly gained results from delivering “knockout punches” with his ideas and the way he preaches that we should be the next “Ali” in the marketing world.
Orthodox or Southpaw? Know which stance works best for you
If you were a boxer what stance would you choose? Would you choose the Orthodox style (left foot first) or does the Southpaw stance (right foot first) sound more appealing? Gary never used these terms in his book but I thought I would keep the boxing analogies alive! Once you have figured out your preferred stance it’s time to work on those hooks to take your opponent out.
So how does this have any link to the world of social media marketing? One huge takeaway from the book was knowing which platform works for your business/client. For example what works on Twitter doesn’t necessarily work on Tumblr. From experience, it’s an easy mistake to make by using duplicate updates to all platforms. This is when you lose your stance and before you know it your opponent has delivered a deadly blow to your head!
So how do you prevent that deadly blow to the head? This may sound easier said than done but you need to work on your preferred stance and execution. Firstly think about the language that every platform you use and think about every single platform allows you to highlight different aspects of your brand identity as Gary points out in the book.
In addition, as you’ve realised from your very own experiences from using social that a “one size fits all” approach simply doesn’t work and previously mentioned you have to understand each platform individually. Social grows at such a rapid rate with new features, updates, that this “one size fits” all approach becomes even more impossible. Understanding your various audiences is a must, especially how they can grow overnight in particular platforms. Take Instagram for example, Gary mentions that “Instagram established an audience of 50 million 60x faster than television” – if your mindset of the photo sharing platform is solely for the likes of teens and hipsters you might want to think again.
Executing your punches
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So you’ve figured out your stance now it’s time to mix it up and start punching! Gary recommends in the book that you should primarily tell your story on Facebook, utilise Twitter as a way of listening to what your customers saying, create art on Instagram, glam things up by using boards on Pinterest, and finally get animated and hip with Tumblr.
The stance and punches should start to develop once you find that rhythm you need to get more tactical. For example, if you are creating Facebook content think about factors such as call to actions, text length, is your content provocative, entertaining, or surprising? Have you used a high-quality image? Checklisting as you post is a must and this is another standout from Gary’s book that will definitely contribute to your social media marketing strategy.
Everyone uses social in their daily lives, however, using it for marketing is another matter, as marketers figure out on a daily basis on how we should deliver content to our audiences. By no means will it be an easy fight and that heavyweight idea you had could have you knocked to the ground in the first round; as Gary points out, it will be frustrating when Facebook once again makes changes to algorithms and feeds, but if you don’t give in to the frustration and have a proactive mindset on how to use their algorithm changes to your advantage you’ll instantly change weight divisions and become more stronger. Gary stresses that what matters is the effort you put into your work and that budgets should have no effect on the amount of effort, heart, and sincerity that go into your conversations with your customers. Once you’ve got this mix right you should have a great social media marketing blueprint in place. One quote that I will leave you to think about from Gary is that “There is no sale without the story; no knockout without the setup.” We definitely recommend this book to anyone who is looking to improve their social media marketing, you can purchase Gary’s book via Amazon.
If you’re looking for some inspiration and some “fighting talk” to get you started, we leave you the legend himself Muhammad Ali. What are thoughts and experiences on social media marketing? We would love to hear them, feel free to comment via our Google Plus and Facebook pages.