Marketing Strategy Everything You Need to Know About the ACE Method Published 2 years ago on December 18, 2017 By Darla Brown We frequently reference the ACE Method on The Modern Marketer. Particularly when we talk about sales in the context of inbound marketing and the buyer journey. But what is the ACE Method exactly? This is a sales funnel that leads people along the buyer journey in the context of digital marketing. Notice I said “a” sales funnel and not “the” sales funnel. For all you non-salesy people out there, this is because this isn’t the first sales funnel to exist. And to really understand and appreciate the ACE Method, you have to understand some other funnels first. The old school funnel Prior to the age of internet, inbound marketing, and the power of the sales process being so heavily influenced by the buyer, there was another funnel. Some people refer to this as the “traditional” sales funnel and it’s actually existed for more than a century. Over the decades, various redesigns of this funnel have come out but the basic and most classic principles of the traditional sales funnel is: Awareness – the consumer becomes aware of the existence of a product, service, or brand (typically through advertising) Interest – the consumer becomes interested in the brand and how it fits with their lifestyle Desire – the consumer develops a preference towards the brand Action – the consumer makes a purchase, becoming a customer Seems all fine and dandy, right? Well, not really. This model worked before we all had access to the internet and couldn’t as easily seek out products, services, or brands that we had an interest in. When you consider this traditional funnel, it makes sense that sales methods like the ABC method came out of this process. With so much power in the hands of advertisers and salespeople and the lack of buyer resources out there, businesses could make a killing just from telling consumers things like “you need this product, trust me.” Consumers aren’t that gullible anymore. They have the resources available to them at their fingertips to be able to decide what they want, so they don’t need salespeople or advertisers telling them what to buy. In fact, most people find that kind of pushy and insulting. That’s why the idea of inbound marketing arose with the age of the internet. Inbound marketing and the inbound funnel Inbound marketing was basically pioneered by HubSpot. The idea is that you can attract customers through content and interactions that are relevant and helpful rather than the very disruptive and pushy approach of traditional marketing (or outbound marketing). This is where the terms “push” and “pull” marketing came from… Push marketing is essentially pushing the marketing messages in front of the ideal audience, with the marketer being in control of what the message is, and how, when, and where that message is seen. Pull marketing attracts people by putting value out there and allows the consumer to be in control of how and when they interact with you as the marketer. So inbound marketing really builds off of pull marketing, with potential customers being able to find you through blogs, social media, and search engines. By creating content that addresses needs or problems of your ideal customers, you attract qualified leads and build credibility for your business. Here’s the basic funnel for inbound marketing: Attract – getting traffic of your ideal audience, or buyer persona, to your website via tools like blogging, SEO, and social publishing Convert – converting that website traffic into leads by offering up some sort of valuable content in exchange for their contact information Close – turning leads into customers by using marketing tools that close the right leads at the right times Delight – making current customers into promoters of the business by engaging them with relevant content, surveys, and smart calls-to-action When you put valuable information out there surrounding your business, the right people will come to you. Leads will essentially qualify themselves. Dope, right? You just get to create and distribute content at the right times then sit back and wait for the right people to come to you. But will they, really though? Is that really the growth hack to modern business? Not quite. To succeed as a business in the modern day, you actually have to… *gasp*… treat people like humans instead of dollar signs. Inbound marketing is considerate of the buyer and their needs, but it’s not quite enough. It assumes the prospect will always come to you after they’ve consumed enough of your content and interaction at the pace they like. Modern marketing means meeting the buyer where they are and guiding them not only through the buying process and past the transaction, but all through the process of authentic human connection. Modern marketing and the new funnel Loads of inbound marketing gurus and experts will tell you there are formulas, models, tricks, or tips to best targeting and converting people into your business. But what they’re talking about is hacking human behavior, and there’s no singular solution to getting humans to behave the way you want them to….. So here’s where modern marketing takes inbound marketing a step further and gives way to the ACE Method: engaging people on a human level. It’s easy enough in this digital age to sit back and hope you attract the right people and hope those right people become customers, and that some of those customers become advocates for your brand— all because you used the right content to get them to behave in the way you want. You can’t just expect consumers to reach out to you when they’re ready to buy from you. Sure, some people will do that, but not all people have that kind of personality where they’ll actively seek something out if they’re interested. If you want to succeed in modern marketing, you have to engage people on a deeper level, beyond transactions. In modern marketing, you’re more than just a salesperson… you’re a connection creator. The inbound strategy misses the human piece of marketing. There are people sitting behind those screens, people with unique experiences and preferences for interacting. And as buyers, those unique experiences and preferences should be engaged. So knowing all that, you have a far better context for how the ACE Method works to serve not only the online sales world but humans online. That’s why this funnel follows so closely with the buyer journey. Here’s a breakdown of the ACE Method: Acquire This is the awareness stage in the buyer’s journey. At this point, the consumer is aware of a pain point or a problem and that a solution, namely your solution, exists. This is where you want to reach as many people that fit your buyer persona as possible. Content marketing is key in this stage, and that’s why I suggest following the Power 120. If you have an entire library of content that interested people can binge on, you’re going to have an easier time in the next stage of the funnel. After producing content, you have to be sure to distribute it in a way that makes sense. This means promoting it on your social channels, guest blogging, optimizing it for searches, and it sometimes means having one-on-one conversations with people. Marketing experts don’t promote this technique, but the truth is that one-on-one interactions are the best way to form the deepest and impactful connections. Those connections are what move people through the funnel to the very bottom. Keep that in mind. Convert This is the both the consideration and decision stage of the buyer’s journey. Here the consumer has highlighted and defined their problem and has established a solution, strategy or approach. At this stage, it’s important to nurture the leads you have through content such as landing pages, sales copy, Facebook ads, and email marketing. Just like with any inbound marketing strategy, you aren’t forcing a sale. You’re providing nurturing information to indoctrinate the consumer. Again, having one on one touch points, or more intimate interactions, is useful for instilling your content. This type of social distribution is far more persuasive in the buying stage because of the connections you can make with people. Digital communication does not limit you from making these connections. Engage This is the point past the sale that many marketers preach about but less frequently put into practice. It’s arguably the most important part of the funnel. If you want the customers to stick around and continue to buy for you, or better yet sing your praises, you need to continue making meaningful connections with them. This can be accomplished via email marketing automation, retargeting ads, and social content. But guess what else? Yup, you guessed it— intimate interactions. Forming those genuine relationships with loyal customers does far more for your business than simply automating engagement post-transaction. Remember that lifelong customers are far more profitable than getting new customers. Scalability This is a separate portion of the funnel because it is no longer about the buyer journey— it’s about the relationship you’ve formed being able to grow your business. People who get this far down the funnel are people who will market your business for you. Not because you’ve sold them so well on your brand, but because you’ve had such a strong impact on them. The relationships you form in business are so integral to its scalability. The relationships you create based on your content can grow into lifelong brand advocates. So Why Use the ACE funnel? Unlike the traditional sales funnel or the inbound marketing funnel, the ACE funnel is not just about making sales or promoting your business. The ACE Method is about creating genuine connections with people that not only sustain profit from sales, but grow your business overall. At the end of the day, there’s no more effective of marketing than connecting with people in an authentic way. It may not be a sexy solution, it won’t get you sales super quickly. But it’s much harder to lose people you’ve formed relationships with through your content than it is to lose customers who’ve simply engaged with your content. Everything we do tactically in our business complements the ACE Method. And because we prioritize the relationships surrounding our business, we will have a business in a year when 75% of the businesses around us will not exist anymore. If we lost all of our customers tomorrow, we would still have our content and our relationships. And that’s far more important for sustaining and growing business than sales. Follow the ACE funnel, and you will be making the most of the digital sales world in the most authentic way possible. JOIN THE NETWORK FOR FREE.Immediately access our PRIVATE FB page, exclusive videos, weekly business & marketing tips, 1-on-1's with The Modern Marketer and so much more. It's not just a list, it's a family. JOIN THE NETWORK Related Topics:bloggingbrand voicebusinesscontentcontent marketingcontent marketing for small businesscontent marketing strategydigital advertisingdigital marketingdigital marketing strategydigital sales funnelfeaturedinstagrammarketingmarketing strategysalessales funnelsocial media Up Next Want to Accelerate Your Brand Growth? Let Your Objectives Guide Your Tactics. Don't Miss Trends and Tips for Killing it on Social This Year Darla Brown Continue Reading You may like Marketing Debates 001 – Email Marketing, Websites, SEO and Social How to Jack Attention from News & Trends 8 Ways to Troubleshoot Your Social Strategy So You Don’t Make the Same Mistakes As Last Year If Your Business Can’t Create Advocates, You’ve Already Lost You Don’t Need a Website in 2018—Here’s Why Growth Hacking 101: How to Make People Take Action Using ‘Context’ Click to comment Leave a Reply Cancel reply Your email address will not be published. Required fields are marked *Comment Name * Email * Website one + = seven Content Marketing How to Jack Attention from News & Trends Published 2 years ago on February 1, 2018 By Darla Brown What is newsjacking? Newsjacking is the process of following the topics and trends that are happening in industries relative to your business so that you can tap into audiences that are already interested in something that’s happening now. One of the things we talk a lot about as marketers is “keywords.” We all want to know what people are typing into that search bar on Google so that we can connect them first. That’s what SEO and SEM is all about. But what we don’t talk about as much are the topics and trends that are happening so fast that Google, SEMrush, BuzzSumo, Alexa, or whatever keyword tracking tool you may be using isn’t tracking on it. They’ve already missed it. That’s where newsjacking comes into play. Newsjacking is your ticket to growth hacking! Click To Tweet If you’re paying attention to what’s happening on the news—or trending on Google, Twitter and Facebook—there’s an opportunity here to grab attention that a keyword tracker won’t be quick enough to show you. If your brand has a relevant stance or positioning on a specific topic or trend that’s happening right now and you can provide legit content around that topic, then you can tap into new audiences. Audiences that would never find you if you hadn’t showed up in their search query about that topic or trend. Newsjacking, or trendjacking as some call it, is a lot like influencer marketing. The only difference is there’s not a third party involved. The topic itself is the influencer. The topic has that attention. What you’re really doing is attention jacking. But here’s the thing about newsjacking: It can work really great for bringing traffic to your business, but it can also go horribly wrong if you’re not careful. There’s a lot of factors at play when you’re hopping on a trend, so you have to be wary of your timing, your message, and your context. There’s a fine line you have to walk for newsjacking to work for you. I’m going to break this down for you with some do’s and don’t’s of newsjacking so you can understand where that line is. Let’s get it. DO Your Research You have to keep in mind that trending topics, particularly ones in the news cycle, are always developing stories. So when a story first breaks, that’s only a part of it. Most of the time, it’s better to wait a bit until there’s more information out there before you write about a news topic. Otherwise, if you’re too quick to publish, you could miss out on some critical information that drops later—information that could have been even more useful for your content had you known it before publishing. Avoid “more later…as it develops” type of talk. You really want to get as much information as possible before writing. In this day and age where everyone’s wary of fake news, it’s important to get your facts straight and to be as accurate as possible. Or else you risk losing credibility with your audience. So spend some time browsing the news sites, the comments sections, and talk to other people about the topic. Sometimes people in your immediate circles have some insight on the topic you may not have thought about before. DON’T Write Without Providing Context The end game with newsjacking is to ultimately bring attention to your business and the value you… Click To Tweet If a topic isn’t relative to your industry and you write about it anyway, it’s really not going to make sense. Maybe you’re passionate about that topic and you have thoughts about it, but it’s not going to do you any favors within the context of your business. Sorry, but your audience doesn’t care about news topics unless it affects them. On the other side of the coin, you always have to keep in mind who you’re writing for (or speaking to, if it’s on video or audio). A topic you’re covering could be relevant to your industry, but if it’s not filtered into a context that makes sense for who you’re trying to sell to, it doesn’t make sense for your business. Always keep your buyer persona in mind. Here are some questions to ask yourself when considering a news topic or trend to cover: Is this relevant to my industry? Could my buyer persona connect to this topic? Can I bridge this topic directly to value that my business can provide? DO Provide Value Here’s the thing about trending topics: a lot of people have something to say about them. That’s why they’re trending. Your objective in newsjacking is finding a way to offer some new thoughts on the given topic. Something unique. It can be difficult, particularly if there are already a flood of thoughts out there on the matter. But it comes easiest if a topic comes up that you find yourself passionate about. Chances are if you’re passionate about it, you have some value to offer on that topic. You know we’re all about value over everything. With newsjacking, it’s no different. When you’re writing or speaking about a topic, your goal first and foremost needs to be to provide some sort of value. DON’T Newsjack Just to be Heard Look, consistency in producing content is important. And newsjacking may look like a shining opportunity to add to your growing archive of content, but if you’re just doing it to check off a box you’re not going to get the results you want. Just like with any content you produce, it has to provide value. If your newsjacking just adds to the noise out there, you’re wasting your time and effort. Plenty of people produce content to get attention. But nobody will be interested in your content if it’s lacking of substance. Give people a reason to read or watch or listen to your newsjacked content. Ask yourself: Why would people want to read this as opposed to any other thoughts on this trend? What does it offer that other content doesn’t? DO Captivate People Some people are reluctant when it comes to newsjacking, particularly if there’s a political element to the given topic. But a lot of times, controversial topics are the ones that really grab people’s attention. And you want that attention. You want to engage people and get them going. You want that discussion. And sometimes, a little controversy can be good. As long as you can engage people in a relevant way that makes sense for your brand, that’s good attention. However, be warned: You can go too far… DON’T Be So Controversial that you Divide your Audience Yes, engagement and discussion and attention are all good things. But if you’re not careful about what you’re writing or saying, you can end up dividing your audience and losing attention. With political topics especially, you have to be aware that people in your audience have hard set opinions. And if you challenge these opinions too much, your newsjacking efforts will backfire. Be careful when you’re taking a stance on a certain topic. The more context you provide, the more viewpoints you can write or speak about in relation to the topic, the better your chance of not dividing people. Or, don’t bring in any viewpoints and just use the topic as a jumping off point to talk about something more relevant to your brand. So represent as many perspectives as possible, or represent none of them. Don’t speak to divide, speak to unite around your brand value. DO Make it Evergreen, If you Can We talk a lot about evergreen content, and producing value that is useful months or even years into the future—not just right now. That can be difficult with newsjacked content since it’s specifically about a topic or trend that’s happening right now. But if you can take that topic and create value around it that outlasts the relevancy of that topic, that content will still be useful after everyone’s forgot about the topic. That’s a powerful thing—being able to immortalize a topic by providing a context of evergreen value around it. It’s not an easy thing to do by any means. You can still provide value with newsjacked content without making it evergreen, but it’s far more valuable if you do. DON’T Wait Too Long to Publish your Content Trends can be here today and gone tomorrow. If you’re sitting on some content that you wrote on a particular trending topic and you’re waiting to see if any new information will come out about it, you could lose your window of relevancy. It’s a tricky thing. You don’t want to publish too soon and risk your credibility, but you also don’t want to publish too late and miss the relevancy of the trend altogether. That’s the point of newsjacking after all— to ride a brief but strong wave of relevancy. So how do you know when the time is right to publish? When you feel like the trending topic has developed and you have enough information to provide some real contextual value, it’s time to publish. The value comes from your brand, not from the topic. So publish it once you can provide real value from your brand! DO Atomize, Break it Down, and Promote It You want to get as many eyes on your content as possible while the newsjacked topic is still relevant. So like with any content, you have to optimize it for all your platforms. If you write an article, you can take a quote from it and put it on top of an image for an Instagram post. You can also tweet that quote. You can make a video about that article and just talk it out. Or if you do a video first, take notes from your video and turn it into an article. There are tons of ways to break down your content and make it work for any given platform. But whatever you do, make sure you promote it while it’s still relevant. This is a good opportunity to justify some Facebook ad dollars! DON’T Just Publish the Content and Move On You may think after you’ve published your content, atomized it, and promoted it, that you’ve done all you can and it’s time to move onto the next piece of content. Nope. It’s not over. Just because you’ve put your thoughts out there on the topic or trend doesn’t mean the discussion is over. You have to keep monitoring the discussions and engage with others on the topic. You have made yourself a part of the conversation on that topic, now you need to engage in the conversation until it dies out to get the most out of that window of relevancy. Make the most out of your content. Engage with others about it. Conclusion Newsjacking can be tricky. You have to be careful, and there’s not always a clear right answer to the what, the how, and the when of newsjacking. It can be hard to decide what trends or topics are relevant to your brand, how you’ll provide value in the context of a given trend or topic, and when to publish that content. But the good news is that the who, the where, and the why are always clear with newsjacking. Who you’re writing for is always your buyer persona. Where you’re publishing your content is all of your channels (in the format that makes the most sense for that platform). And why you’re newsjacking should always be to provide some unique value or insight from your brand voice. One thing is for sure: newsjacking takes practice. The more comfortable you get with it, the better you will understand how to successfully newsjack. JOIN THE NETWORK FOR FREE.Immediately access our PRIVATE FB page, exclusive videos, weekly business & marketing tips, 1-on-1's with The Modern Marketer and so much more. It's not just a list, it's a family. JOIN THE NETWORK Continue Reading Content Marketing Growth Hacking 101: How to Make People Take Action Using ‘Context’ Published 2 years ago on January 26, 2018 By Darla Brown Guys, it’s no secret: we put out all our best information on The Modern Marketer. We preach Value Over Everything because we truly believe in providing value above any business agenda. People can be suspicious of that and wonder how the heck we make any money if we’re giving away our value for free. You may even wonder yourself how creating content could possibly benefit your business or brand. I get it, it’s different. I come from a sales background and I understand that there’s no point in doing something if it’s not going to be profitable for your business. And that’s exactly why I’m such a huge advocate for content creation. Not because it makes profit, but because it’s a vehicle for profit. A necessary tool. I’m about to break down why creating all this content and distributing it for free leads to profitability. It all comes down to context… Content vs Context So you probably understand that content carries the ideas that we as business leaders and entrepreneurs stand behind. This is the substance with which we conduct our business. Whether you’re a service-based business or you sell products, you have to put your best information out there to establish your credibility. But here’s where the difference comes in between content and context. Your content can be very helpful, inspirational, even game-changing. But what you can’t give away is how that content applies directly into an individual’s life. You put your best content out there to get people to pay for the context. You can’t just put your best context out there. It’s impossible. Because context isn’t the same for any two individuals. People want context specific to their lives, for their story. And they will pay to be able to understand how your content is relevant to them. Your audience has problems, your content has solutions, but they want to know how your solutions will solve their specific problems. Once you understand that, it becomes a lot easier to identify who your content is for. When you distribute that content on social platforms, the people who reach out to your for that context are your buyer persona. Knowing that buyer persona will reinforce your content strategy. But know this: while context is what pays the bills, it all starts with content. You simply cannot have context to sell people without first providing the content. Build the credibility, build the connections, then you can sell the context. The Best Calls-to-Action = Context Ultimately when we write content for landing pages, we want people to be persuaded to take some sort of action towards the step of buying, right? So many marketers publish content about the best words or phrases to use, the best sales copy, the best times to post, the best types of posts— as if there’s some universal answer to creating effective calls-to-action. But the truth is there is no universal, one-size-fits-all solution for creating effective calls-to-action. Every single person who will come across your content is an unique individual who is inspired and motivated by different things. Sure, there will be groups of people who are called to action by similar content, but you’ll never find a singular call-to-action to motivate everybody. So what should you do to drive people to take action? My advice to you is to treat your calls-to-action as if they’re normal interactions. It’s so easy to forget when we’re writing our content that we’re trying to persuade actual humans to take action. Awhile back I ran into a guy at the supermarket who asked where I got my hat from (you all know I love my hats). We started chatting right there in the supermarket and ended up deciding to have coffee sometime to talk about entrepreneurship and business. So we made a call-to-action for each other based on the interaction we just had in the supermarket. If there wasn’t any value there, no relevance— no context —it doesn’t matter which way I would have asked to have coffee because it wouldn’t have happened. It’s the context that drives the action, and that context is created through connection. Had the guy not connected with me in the supermarket about my hat, there would be no connection, there would be no context. This is why there’s no singular, universal solution to creating calls-to-action. People are called to action through context, through making an unique connection to your content. Since there’s no way to create individual connections with every single person that fits your buyer persona, you have to constantly split test and refine your landing page content. 95% of my clients have extremely high clickthrough rates and conversions because I’m always split testing and refining. It’s a process. But there are plenty of tools out there to help you find what yields the best response from your audiences… Unbounce – a landing page creation service with overlays that feature specifically targeted calls-to-action Hotjar – a program that uses heat maps to visually represent users clicks, taps, and scrolling behavior, allowing you to understand what users want and care about on a page Crazy Egg – similar to Hotjar, a program that uses heat maps to show user activity, and additionally shows where the users come from and what they click the most ClickFunnels – a sales funnel creation service that streamlines the sales process online for users It’s all about testing and adjusting until you can find the calls-to-action that resonate strongest with your audiences. Context is key. Start thinking about your calls-to-action as attempts to make connections with people, rather than pushing someone to buy. Be patient with the process. Testing and refining your content takes time. Doing Your Job AND Creating Content So at this point you probably understand the important role that content plays in driving sales. It is a catalyst for context, an enzyme for connection. Without content out there, you don’t have an out-stretched hand for a buyer to grab onto and make that connection. You don’t have that same opportunity to sell. But how do you make the time to create content while doing your job? Growing your business means creating and distributing content, but how do you do that and serve your clients? First you have to understand that creating content for content’s sake is not going to be helpful to you. You have to know why you’re creating content in the first place. So before you begin to write, or record, or design, or edit, you have to be in the mindset of where you’re going rather than where you are. That’s an important piece of the puzzle. There’s been many times where I’ve started to create content then stopped because I lost sight of why I was creating the content at all. It’s disheartening to get stuck like that, but it’s even more disheartening to put time and energy into creating content only for it to not be engaged with. If you don’t know why you’re creating your content, if you don’t know the purpose behind it, your audience won’t know either. I want to get to the point where 80% or more of my income is coming from writing and speaking. For me to do that, focusing on clients, to-do lists, working with employees and subcontractors, and expecting any result other than growing a client base is very naive. The only way to grow your business from content creation is by intentionally scheduling time to make those things happen. There are times I will not accept new business, not have sales meetings, and not have execution time for clients, because I know I need to create content to get to where I’m going. The only way you’ll have time for both your job and creating content is by making the time. But it doesn’t have to be as tedious as you might think. You don’t always have to create content from the ground up because already have content from your interactions with people. Repurpose your interactions. As a marketer and a consultant, I’m always having interactions with people— casual conversations, email exchanges, strategizing, phone calls, etc. 95% of my posts are from interactions that I’ve had, repurposed to fit the context of the platform. Skim through your emails. Look through your texts. Flip through your journal. You have content there already, you just need to put it all together. Conclusion On the surface level, creating content may seem futile. But once you begin to understand that content is the foundation on which to not only build your business but make connections with people, the benefit becomes more clear. Always be forward-thinking with your content and remember that your content should always be evolving to produce unique contexts for each of the people it resonates with. You can put all your best information out there, because people will come to you for the context. That context, the connection, is what will sell. Not your product, not your service, but the context you can build from connection. JOIN THE NETWORK FOR FREE.Immediately access our PRIVATE FB page, exclusive videos, weekly business & marketing tips, 1-on-1's with The Modern Marketer and so much more. It's not just a list, it's a family. JOIN THE NETWORK Continue Reading Marketing Strategy 4 Social Media Mindsets to Ditch in 2018 Published 2 years ago on January 24, 2018 By Darla Brown Content marketing is great. It gets your voice out there and demonstrates your authority and capacity for thought leadership in a given industry. But the truth is that your content marketing means nothing if that content never makes an impact on people. In this day and age, we can’t simply rely on Google to organically get our content in front of people. There are just too many players in the game for your content to be able to stand out. And at this point, even paying Google to get our content out there is highly competitive. So what can we do? Well, we have to get creative about distributing our content, and mechanically promoting it on social media isn’t enough. Treating social media as a means to an end is as about as useful as putting your car on cruise control but letting go of the steering wheel. In order to get the most out of social media for your business, you must treat it as a culture to contribute to rather than a tool to get what you want out of it. 1. Social Distribution is About Native Value, Not Leveraging Think about scrolling through your social media accounts. How often do you intentionally click on something to leave the platform you’re on and go to a completely different app or website? I bet it’s not very often. So if you really want your target market to interact with your content, why would you try to leverage them off the platform? According to a statistic by Social Media Today, an average person spends a total of 5 years and 4 months of their lifetime on social media— compared to only 3 years and 5 months of their lifetime eating and drinking. If people spend more of their time on social, we marketers should be trying to capture that attention native to those social platforms rather than trying to take the attention away. People won’t go out of their way just to consume your content. That’s why it’s imperative for you to change the way you think social media plays a role in your business, and start creating forward-facing content. In other words, you need to create content that doesn’t require any navigation away from a platform to consume. We’re now in a realm of marketing where when you want to consume something, you’re going to a place where you can consume it without being disrupted. For example, if you’re scrolling through Facebook and want to watch a video, you don’t have to leave Facebook in order to watch it. It all happens right there. Consider how you can make your content more forward-facing and consumable. If you find yourself using the phrase “go check out my _____” to promote your content and it requires the user to leave the platform, your content is not native enough. So how do you know where to create native content? 2. The Right Social Platforms for you are Based on your Business Objectives, Not Trends As I mentioned in my article about the Power 120 when it comes to social media marketing you just can’t use every single platform. You can’t just spray your content across multiple platforms and expect that to work. In order to truly harness the attention that’s on social media, you need to invest deeply into one or two platforms. We all know that in this digital era, audio and video are the most engaging media you can use. So no matter what your business objectives are, the execution of that objective should involve engaging people with interactive media. Therefore the ideal platforms to choose are the ones that have the ability to use the most native interactive media. There are two platforms in 2018 that do this well: Facebook and Instagram. Facebook has more than just textual posts— it has photos, videos, live video, gifs, and now it even has Facebook stories. Instagram has all those same features with a format that’s even more dedicated to visuals. Both platforms have so much potential value to offer simply for how interactive they are. If a platform cannot support that level of value, it’s not right for you. YouTube, for example, is great but it has major limitations— it only does video. Pinterest is cool too, but it’s only really a catalog of ideas rather than an interactive platform. At the end of the day, you need to be intentionally offering value where the attention is and sticking with it. Period. The great thing about being consistent and going deep on a platform is that it frees up your ability to create without any expectation of leverage. Because the second you think you need to leverage a call-to-action, the second it’s going to bottleneck your ability to distribute content. Make it your mission to master the one or two platforms you’re on first, using all of the features and really getting creative with your content. Then and only then you can reverse engineer back to leveraging calls-to-action. 3. Social Distribution is About Positioning your Content, not About Reach Inbound marketing experts have a tendency to make social media marketing seem like a strategy for making your brand voice louder. But everyone and their mothers (literally) are on social media now— so if you’re on it just to make your voice louder, it’s going to get lost in a lot of noise. Social distribution is not a matter of numbers. It’s not about how many people you can reach, how many likes you get, or how many views you can rack up. It’s a matter of strategy and positioning your voice where it’s actually getting consumed. Social platforms are the same as any other marketing platform out there. Just like the traditional platforms— TV, radio, print —you can’t just put your message up there and expect to get customers when there are thousands of other brands out there just like yours. You have to make your brand stand out for your content to be consumed. So get creative on how you present your content. Find ways to position it that hasn’t been done before. The Modern Marketer has found a way to do this by essentially turning our Instagram into a digital magazine. Our profile looks like a magazine with photosets of 3, 6, 9, or sometimes 12 making up a larger image, but when you click on each individual image it offers a post with value relevant to the image in the text. Think about how you can position your brand and your voice in a unique way on your social platform. In the end, that uniqueness is what will cause your content to have impact— not how many people you can reach. 4. Creating a Culture of Value Will Prevent You from Being Disruptive Of course, the entire reason for using social media as a business is so that you can ultimately access more customers. But how do you avoid being disruptive when you’re trying to promote your products or services? There’s no perfect balance between providing value and promoting products or services. There’s not some formula that will prevent you from ever being considered disruptive on social media. However, if you have good intentions and create a precedent for always providing some value when you finally do ask for something from your audience it’s not going to be seen as disruptive. It comes down to providing enough value that people feel nurtured enough into engaging with your calls-to-action. One specific way of doing this is tailoring your content for specific platforms. If you have a blog post, for example, that you feel is really valuable and want to promote it on your Instagram account. Instead of posting about it and telling people to go visit the link in your bio, post an image with a quote from the article and some further explanation in the text. Repurpose your content. Nurturing your audience native to the platform that they’re on is what will win them over in your calls-to-action. So be sure to upcycle, atomize, and repurpose the content that you already have to make the most out of it on the platforms you use. Conclusion Social distribution may seem like a logical and analytical concept, but if your mind is on distributing content for the sake of numbers you will not find success in social media marketing. Instead, your social distribution efforts need to revolve around the platforms that you’re using. Create native and intentional content that people don’t have to go out of their way to interact with. The more you nurture your audience with value where their attention already is, the more willing they will be to buy from you. JOIN THE NETWORK FOR FREE.Immediately access our PRIVATE FB page, exclusive videos, weekly business & marketing tips, 1-on-1's with The Modern Marketer and so much more. It's not just a list, it's a family. 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