If your brand jumped on the “May the 4th” bandwagon, you’re not alone. Your customers were bombarded with “May the 4th be with you” jokes and commercials from all media outlets, ranging from radio to Facebook posts.
At some point, your message can easily get lost in a sea of trending and unrelated topics. Before you know it, your brand has become part of the noise. As a marketer, I understand what you’re going through. We ruin everything. (*By the way, if it makes my customer and myself money in an honest and genuine way, I don’t mind ruining your social experience. Sorry, I’m not sorry.)
We’re often told that clinging onto the most trending topic will bring us customers, views, likes, reach, etc. What do all of those numbers matter if they don’t turn into real customers?
What really matters is the relevant content that is shared with your customers. It’s the after thought that you leave them with after they experience your brand online. What is happening after they see your post? What happens after they visit your store, hotel, or entertainment center? What matters is the conversations you’re sparking and engaging in with whatever channel you’re using, whether it be Instagram, Facebook, Snapchat, or even email.
Connecting on a human to human level will lead to more business and create the online acquisition that you have been chasing after for years. You. Must. Add. Value.
Perhaps the secret sauce to building your online presence begins with understanding what makes your business tick, what makes your customers come back for more, and what make your brand unique. Sometimes, the best viral strategy is to ignore what everyone else is doing and concentrate on what makes you desirable.
If you do happen to jump on board a trending topic or meme, make sure you own it like these brands did:
The Old Try