Recently on the blog, I’ve been talking to you about why having a personal brand is the most important thing you can do for yourself, along with some of the myths that our people believe about brand building.
Today, it’s time to talk about MINDSET.
This is such a passionate topic for me because as people from the Caribbean and diaspora, we have a lot of work to do on our mindsets when it comes to building our communities and truly making an impact — in business and in life.
But when it comes to the online world, when I see the way Caribbean brands are using social media, I feel — frustrated.
There are so many things going wrong from bad branding, having an inconsistent or nonexistent presence, or even constant grammatical errors. I can go on, and on and on.
The problem isn’t that social media isn’t working for you, it’s your mindset around how you should be using it.
But no need to harp on the problems, let’s focus on the solutions.
This one simple mindset shift will change the way you use social media for your business.
And that is:
Change your mindset from “What can we sell you?” to “What can we do to help you?”
Yes my friend, it’s that simple.
That one question: “What can we do to help you?” will drastically change the way you think and engage with your potential customers on social media.
We now live in a “What’s in it for me?” world, so in terms of choosing to follow a brand on social media, fans need to know how do you plan to improve their life?
Therefore, it is crucial that the content you post touches people on a personal and emotional level.
You need to ask yourself the question, “What value am I providing and what purpose am I serving?”
Audiences are smarter and savvier than ever before — people will easily look past weak content or an over-sale-sy message.
Just as in the real world, social media followers will resonate with a brand that they can love and trust, much more than one whose sole purpose seems to be to encourage them to open their wallets at every opportunity.
I understand that the ultimate goal of a company is to make sales. If you don’t produce sales your company will suffer and eventually shut down.
But the problem is, most brands in the Caribbean are on social media to sell stuff. Your consumers, however, are not. They are there for value.
Social media guru Gary Vaynerchuk explains it best with his popular concept and best-selling book “Jab, Jab, Right Hook”.
Vaynerchuk explains that a right hook’s content aims to sell and self-promote and a jab’s content aims to engage and trigger an emotional response. He reveals that brands are throwing far too many right hooks that annoy their online fan base and kill any engagement potential.
Brands need to create content that connect, educate, and resonate with followers on an emotional level, so when you do want to throw that right hook you will make more sales than you ever imagined.
Brand Lesson: Give before you look to receive. Help before you look to sell.
Focus on the mission before you focus on the money.
That’s the secret sauce.
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