We are human. We have a hardwired need to connect. And we, as entrepreneurs and businesspeople, want our companies to have that human connection, too. Whether you succeed or not, depends on how you approach it. Nail the brand first, then the social media tactics, and you'll be moving in the right direction. And ahead of most of the pack.
When creating your digital media strategy, be sure that you're looking to make your content count. Get personal; find ways to deliver a personalized experience. We can no longer wait for consumers to come to us -- we must give them what they're looking for before they know to ask or think to seek it elsewhere.
Truth is, that wasn't normal by any means. As a society, our relationship with homeless people is simple; either you drop a coin or walk by. It's impossible to connect with people as people because we let ourselves get divided only by borders, but also by our occupations, social status, and other arbitrary self-imposed barriers.
Let's face it: it's always personal. Even when it's not. Even in business. Every business owner is first and foremost a person and the way we view the world is through our unique human perspective. We put a lot of ourselves into our businesses and careers, and therefore, by default it is personal. Enter the personal brand.
This is a great place to start when looking at your overall video strategy and deciding what content to include and what stories to tell. Come up with three key messages for potential customers to absorb, and then work on simplifying them. Get someone to view your businesses from an outsider's perspective, which can add additional insight.
One of the challenges we face when we start out, is we really don't know what will take off, so we dabble in a range of ideas, and I actually still believe this is a good way to go. But pay attention. Watch closely as to what is the most popular and perhaps, given my new insights, think about who else could benefit from what you are doing.
As I've said in this space often, my lessons learned can be profound or simple. They may be revolutionary and new, or old news that needs to be repeated. The point here then, this week's lesson learned is a simple, old one of the value of perseverance. Or put another way: Success knows no substitute for tenacity.
With only a shoestring budget, Dollar Shave Club found a way to rise above the mega brands and connect directly with consumers. They shocked us, made us laugh, and made us feel cool. They had the balls to call us out if we even thought about going back to that lame, expensive razor that we've been using all along.
I'm no foodie, but a 35 year business career has taken me to some of the finest food emporiums all over the globe. Nothing has even come close to the epicurean delight I experienced at chef Grant Achatz's majestic Alinea. It didn't merely shatter expectations for a restaurant, it was one of my great life experiences, period.
Summer in Canada is short. For four months of the year, the majority of Canadians are heading to patios, beaches and national parks -- anywhere they can soak in the sunshine and try to forget about the frigid winter that just passed. To truly win over consumers we need to provide timely value and relevance with every touch point.
Although the CEO is just one person, they should empower their team to become brand advocates. By engaging employees at all levels in your company's vision and values, and encouraging them to experience your product or service, there is a greater chance they will feel more connected to the brand and will talk positively about the company to friends and family.