This week's book is jab jab jab right hook by the one and only Gary Vee where he shows us how storytelling is like boxing.
Traditional marketing was a one-sided boxing match, and marketing was all about delivering right hooks, like " two for one, today only".
In this book, Gary vee explains how social media changed the marketing game from a one-sided channel to a relationship between the brand and the audience because for many years traditional marketing was delivering hooks!
And as you know, no fighter has ever won with hooks only! There has to be many jabs before that hook.
Also, no one won a fight with jabs only!
so our job is to deliver our story to the customers at the moment they are deciding to make a purchase.
So what makes a great story?
Native content improves your story's power, it shapes your story to the context of the platform.
The perfect story comes when you know your history and your competition's history and what the consumers want to talk about.
successful online content marketers, pay attention to environmental fluctuations and demographic shifts, they test and interpret the data.
A perfect right hook includes 3 characteristics :
1- A simple call to action
2- it adapts to mobile and all digital devices.
3- it respects the nuances of each social network.
Characteristics of great content which is telling compelling stories, he gives us 6 rules for outstanding content:
1-it's native
content is king but context is god, you can put good content but if you ignore the context of the platform it can fall flat.
your content should blend in with the platforms offering and tell stories that engage the consumer on an emotional level and it should also enhance the audience's interaction with the platform not distract them from it.
2- It doesn't interrupt.
ads and marketing are supposed to make the consumers feel something and act on that felling,so whatever the experience people want from a specific platform, marketers should attempt to replicate that.,
3-right hooks
The emotional connection you build through jabbing pays off when you throw that right hook, just like when you used to ask your mom to take you out for an ice cream cone, and she mostly says no, but after that comes a time when she says yes, why?
Because you may have interacted with your mother and did something nice as a kid, which made her happy, you made her feel proud that she wanted to do something for you.
you need to move people's spirits and build their goodwill so when you ask, they will feel like you have given so much that it's almost rude to refuse.
hence the phrase jab jab jab right hook, or give give give give .. ask.
4-leverage pop culture
Make sure to include your content where people can consume it along with all their pop-culture candy.
5-it's micro
Jab at people all the time, every day, talk about what they are talking about.
6-it's consistent and self-aware
Being self-aware means knowing your message to become consistent with it in every setting.
Now let's dive into every platform
First, we start with Facebook
Storytell on Facebook
On Facebook you need to tell stories people want to hear, the point is to give and give and give, for the only reason that is to entertain your customers and make them feel like you get them.
The more you give, the more likely you will get.
The difference between your content and your Facebook ads will be nothing, your micro-content should be the ad.
Put money behind a well-performing targeted post and turn it into a sponsored story.
And always make sure to include your logo!
Gary vee provides some questions to ask when posting on Facebook:
-Is the text
too long?
-Is it
provocative, entertaining, or surprising?
-Is the photo striking and high-quality?
-Is the logo visible? Have we chosen the right format for the post?
-Is the call to action in the right place?
-Is this interesting in any way, to anyone? For
real?
-Are we asking too much of the person consuming
the content?
Listen well on Twitter
Breaking out on Twitter is not about breaking news or spreading information it's about deejaying it.
you can set your account to track worldwide, national or regional trends.
you can tailor content to any situation or demographic.
so make sure you are listening on Twitter for trending topics and make a twist on them with your content.
Questions to
Ask About Your Twitter Content:
-Is it to the point?
-Is the hashtag unique and memorable?
-Is the image attached in high quality?
-Does the voice sound authentic? Will it
resonate with the Twitter audience?
Glam it up on Pinterest
People use Pinterest to fulfill their material and emotional wishlist.
Pinterest is eye candy, so every pin must be visually compelling.
Create art on Instagram
Tips for successful Instagram content:
1- make it Instagram, native Instagram content is artistic, not commercial.
2- reach the Instagram generation: this your gateway for the next generation of social users
3- go crazy with hashtags, they matter on Instagram.
On Twitter, hashtags are like sprinkles, on Instagram they are the whole cake. if you don't want hashtags to clutter your captions, put them in the comments.
4- become explore worthy
Questions to ask for your Instagram
-Is my image artsy and indie enough for the
Instagram crowd?
-Have I
included enough descriptive hashtags?
-Are my stories appealing to the young generation?
Opportunities for emerging networks
LinkedIn can be an interesting place to tell your story, especially now while there is little to distract your fans. For more incentive, just imagine the spending power of the LinkedIn audience. LinkedIn’s relevance hasn’t reached a level where you need to post content at the same pace as you might on other social networking sites, but it would be wise to keep yourself in play here.
EFFORT
Content is king, context is God, and then there’s effort. Together, they are the holy trinity for winning on Facebook, Twitter, and any other platform, and even for winning in any business.
Effort is
the great equalizer. It doesn’t matter if your competitor is three times bigger
than you and built like a Mack truck, or if it has a marketing budget that
matches the GDP of a medium-sized country, or if it has a staff of hundreds and
you are alone in your broom closet with two laptops, an iPad, and a cell phone.
You can’t be everywhere at once, but when the quality of your communication and community-building efforts is better than anyone else’s, it doesn’t really matter. Marketers that creatively and sincerely engage in as many of those resulting conversations as possible will be able to scale their relationships higher than their opponent.
Show you care. People love to be entertained and informed, but they’ll take that from anyone. The real connection, and loyalty, happens when they believe that you care about them both as a customer and as an individual. People are usually astonished when a brand puts in extra effort to make them happy. You’ve got to keep putting in the effort, or you’ll get knocked out in ten minutes. In Buster Douglas’s case, it took seven minutes and forty-five seconds, to be exact.
Effort. It matters more than most people want to admit.
CONCLUSION
It takes a ton of effort to figure out how to use any social media platform to its full potential, and today we’ve got seven major ones to contend with.
when any platform changes its algorithm if you don’t give in to the frustration, and do persist in staying alert and figuring out how to use these changes to your advantage, you’ll instantly be leagues ahead of most of the marketing pack.
Listen to the summary