At back to school night last week, one of the Schrecklet’s teachers started with this story:
Akiva, a rabbi was walking along a city road when he came upon a Roman gate where a young sentry yelled down, “Who are you, and why are you here?” Startled, Akiva looked up and asked, “What?” The sentry repeated, “WHO ARE YOU, AND WHY ARE YOU HERE?” Akiva asked the young man, “How much do you get paid to stand there and ask these questions?” “Five drachmas a week. Why do you ask?” Akiva replied, “Young man, I will double your pay if you will follow me home, stand outside my door, and ask me those questions each morning when I leave.”
As soon as I heard the story, I realized this powerful life lesson also applied to social media marketing. So many companies just create profiles and start throwing posts up and then wonder why they do not achieve results (that were never outlined in the first place).
Who Are You, and Why Are You Here?
These two simple, yet profound, questions will help you define your brand’s image, your ideal audience, and the messaging that will attract your potential customers.
Who are you? Are you a leader in your market? Are you serving a niche no one else is? Finish this statement: We are _________________________, the ____________________________ in our market.
Why are you here? Do you provide a solution that others need and are looking for? Are you so passionate about helping your customers or clients that you wake up thinking of new ideas to solve their problems? Do you feel “called” to do what you do (it’s not just a job to you)? Write down all the reasons your business or organization exists.
Once you have answered these two questions, you will have a better idea of the social networks you should be active on, the content that would be best to share, to clearly showcases your unique differences, and you will be able to set social marketing goals that will do more than just measure Likes on Facebook posts.
So perhaps we all need someone standing outside our business and our home to help us remember who we are and why we are here.
If you need help developing a solid strategy for your social marketing that ties into business objectives, give us a holler….we’re standing guard.