All marketers and PR professionals are currently contemplating the same question: “How do we break through the noise?” As humans, we can only take in so much, and the rise of the Internet and smartphones have simply increased distractions. Currently, I’m sitting here on my computer with my Tweetdeck flashing notifications every few seconds, texting on my phone, and watching CNN. Can anyone relate? I bet you can.
In other words, it takes a lot to get through. It’s why content marketing and creativity is more important than ever. If you’re not offering valuable content or creative, targeted messages, you don’t stand a chance. (Super bowl commercials, take note.)
Lately, I’ve seen three great examples of individuals successfully breaking through the noise to promote themselves or their message. Take a look:
1. Personalized DM invite to a Twitter chat
Dave Ellis, part of the Youtern and #InternPro chat team, sent me this direct message to personally invite me to their Twitter chat, held each Monday at 9:00 p.m. In fact, someone from the Youtern team sends me a DM each week inviting me to the chat and letting me know what the topic is.
Why it works: You see thousands of tweets and even get a good number of @mentions on a daily basis. But, you don’t always receive DMs, which means when you do, you pay attention.
Marketing 101: Find something that’s a bit unexpected. It will usually require a bit more time and effort, but that can be the difference between getting someone’s attention or not.
2. LinkedIn message to promote your message
Like the personalized DM, this LinkedIn inbox message got my attention. Although this small business owner is essentially promoting his own business, he took the time to send me a LinkedIn message after I connected with him on the network, inviting me to follow his business on Facebook, Twitter, and LinkedIn. And, I did!
Why it works: Like the Twitter DM, this LinkedIn message is a bit more personalized than just broadcasting his social media networks in a status update. After we made our initial contact on the network, he proceeded to engage me by personally inviting me to connect with his businesses.
Marketing 101: Always continue the conversation. Don’t stop at clicking “follow” or “like” or “connect.” Always look for ways to connect with individuals. Personalization still matters.
3. Helpful tweet
Yes, so content is king, but you don’t always have to generate the content. Take a lesson from Likeable CEO Dave Kerpen. The bestselling author and social media guru has a lot of influence in the Twitterworld, with almost 16,000 followers. This morning, he asked followers what he could retweet to his network to help them. In the next few minutes, he retweeted a variety of material from information about a tennis tournament to a new Linsanity post.
Why it works: Oftentimes, Twitter becomes a very self-promotional platform, as bloggers, content curators, and anyone with a conscious thought broadcasts themselves to the world. Here, Dave does exactly the opposite to harness his influence to promote other people’s content, blogs, and thoughts.
Marketing 101: It’s not always about what you can get, but what you can give. Ask how you can use social media to help your followers, not market to them.
Have you seen any examples of great ways to break through the noise?