Clutter affects businesses every day and nowhere is more present than in all forms of advertising medium. In the 70’s the average person was exposed to approximately 500 ads per day, by the mid 90’s that number had increased over 2000 and currently it is over 5000 ads per day. Social media has made clutter more relevant by providing various platforms that are open to marketers, the growth of social media has allowed for marketers to be more creative. Each platform is forced to constantly review and revise the way marketers can reach their target markets. It used to take a client seeing an ad a maximum of 4 times in the 90’s before deciding to buy from that brand. It now takes over at least 7 times for that client to see an ad before deciding to buy due to this clutter.
Let’s look at some numbers that may make the clutter factor more relevant.
Every 60 seconds as of 31 July 2016 the following happens online:
Facebook – users upload over 3.3 million pieces of content, over 290,000 statuses are updated and 510 comments are posted
Twitter – users tweet approximately 422,300 times
Email users – send over 205 million email messages
Google – 3.1 million searches
Youtube – users upload over 400 new hours of content
Instagram – over 55,000 new photos are uploaded
Whatsapp – over 44.4 million messages are sent
When you look at these numbers and consider how many other social media platforms exist and consider how many are created every day, it is easy to see how messages can get lost. Once upon a time the only media that were available to big brands were TV, radio, newspapers and magazines. With the introduction of social media big brands chose to use stories to grow their engagement. Big budgets were spent on short film & ads and stars were paid to help promote these brands. With the arrival of reality TV it has become more apparent how people relate more to stories that seem more natural or ordinary by standards. This is coupled to the fact that reality TV and social media have allowed for groups of people in different social standings, locations and with different languages to follow their passions. This phenomenon would explain why so many unknown names have much greater followings than the big established brands.
If you are business that does B2B marketing then you should note that your marketing is competing with all this information and advertising from B2C companies. How do you as a business cut through this clutter, here are a few techniques to help ensure your business stands out.
- Formulate a plan – for your business goals it is important to create a plan around your all of your social media. As a business you must identify the following:
- the who your ideal client is,
- what their interests are,
- what problem your product solves and
- where they are located.
Consider for a moment, brands like BMW and Toyota that are worldwide brands. They have global websites, which have links to local sites for buyers in that region. Content on each site is altered to make it more relevant for that market. This separation and customisation of the websites comes from an understanding of these basic fundamentals based around the client and have been incorporated in a plan. Big brands get it wrong all the time, recently a friend of mine looked at Jeeps and was surprised to see a model named Cactus on sale in Australia. Unfortunately, for Jeep, the name gained a lot of criticism on social media and any advertising by the brand would have to be smart and play off the name.
- Provide value – this comes from a genuine love for your clients and understanding what they need. Social media allows for businesses, government department, communities and individuals the opportunity to provide valuable content. The various platforms allow for this content to be uploaded and altered in a creative manner that can capture the clients attention. If the business puts the client first and they post genuine material, then they will get a loyal following. In a world where so much content is constantly uploaded, those that dare to be different become the leaders in their niche. This differentiation in a time of unnecessary social clutter due to mediocre posts, copycatting and poor social awareness will help a business build a healthy and loyal following.
- Post consistently – many businesses begin posting and get disheartened when they don’t achieve a target engagement. Trial and error is very important in the growth of any enterprise and patience is very important. Separating your business from others may take time, whilst your patience will keep your business in the minds of your followers, your competition may not be genuine. Over time if you distinguish yourself from your competition then the results of the hard work and dedication will come.
- Explore the social media platforms – finding which social media platform suits your business and potential fan base will help you identify the type of content you should provide. If you post relevant material consistently to a fan base that genuinely sees value in your posts then you can cut through the clutter.
Running ads to a social media account or a website that provides value to your ideal client will ensure that your marketing efforts are efficient. The numbers that are indicative of the content and activity every 60 seconds should help highlight the most important aspects of cutting through the clutter. Understanding your client and servicing their needs will provide the results in the long run.
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