“Why are you reading a book about boxing?” My husband asked. He was hoping that I was trying to expand my knowledge of a sport he loves, but alas, I was diving deeper into a passion of my own, social media marketing.
The book Jab, Jab, Jab, Right Hook by Gary Vaynerchuk compares social media marketing to a boxing match. Organizations have to frequently “jab” their followers with meaningful, engaging content before throwing a “right hook” that prompts their followers to make a purchase or give a donation.
A short description of the book lead to my husband’s next question, “Why are you reading a 4-year-old book about social media?” His question was valid, 4 years is a lifetime in the social media world (I’m talking about you, Myspace!). The tips that Vaynerchuk gives are timeless though.
Here are some of his tips that are still relevant and worth noting:
“A great marketing story is one that sells stuff. It creates an emotion that makes consumers want to do what you ask them to do.”
No matter what platform you are using, storytelling is key. Your story should be told in an authentic way that evokes emotion. Your audience will begin to connect with your story and your brand.
“Different platforms allow you to highlight different aspects of your brand identity.”
Every social media platform is different. The post format, the audience, the algorithm, all different. Every post has to be created specifically for that platform and that audience. Many marketers see this as a challenge, but it should be viewed as an opportunity to start a conversation with many audiences.
“The incredible brand awareness and bottom-line profits achievable through social media marketing require hustle, heart, sincerity, constant engagement, long-term commitment, and most of all, artful and strategic storytelling.”
Yes, social media marketing is hard work, but in the end, it is worth it.