How to create an unignorable brand? In this Expert Insight Interview, Peter Levitan provides tips on how to create a recognizable brand by using social media platforms while building a sustainable business. Peter Levitan is a leading advertising and business development consultant.
The interview discusses:
- Biggest mistakes while messaging
- Getting alignment within the company
- Importance of process
- Starting point
Major Mistakes While Messaging
The biggest mistake while reaching the target audience is “me too” presence. Firstly, you should be aware of the fact that references and data are available to everyone. Hence, people follow the same information on how to do things, where, and why to do it while implementing similar techniques and tactics. The important thing is not to follow the crowd. If you want to build a recognizable brand, you should create something different and noticeable. In the mass of “me too” campaigns the alternative is to be unique.
Alignment Within the Company
There is already an existing problem of distinguishing your company from millions of others competing on the same platforms. Hence, before determining ways of reaching your target group, you should focus on alignment inside of your company. It means that sales and marketing employees cannot be rivals while sending a message to the public. The second one would be creating a differentiation strategy. Besides, some questions should be answered, like what platform to use and what type of content to upload. Nonetheless, to generate value, you should provide high-quality content and information rather than focus on quantity.
When developing your business in a certain way, you should write down your process and necessary steps starting from the beginning. Business development is not just saying publishing things like blogs and podcasts without order. To be process-driven, you should write your plan. One of the mistakes is to think that writing down and following your strategy can be restrictive. Your creativity is not compromised. The process does not mean rigor but often a friend who gives you stability and guidance.
Start with the Basis
We look at the process as a pyramid. Furthermore, you should start from the bottom and focus on the basics. Leverage your presence on Google. When doing business, you should be aware that people are looking for you. Meaning, being on the top of the list enabling your popping up in the first two pages. Be aware that clients are researching before making a call. Besides, platforms are usually age-driven. Hence, Facebook is preferred by older people, while younger people tend to use Instagram. Keep in mind that your sales and marketing strategy defines the preferred platform type.
John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.