If you’re fond of over-promoting your brand, it’s time to reconsider. Nobody likes a showoff. And one of those nobodies is a somebody named Facebook. To counteract the relentless over-promoter, the social media behemoth recently greeted the world with a controversial announcement: They are going to conceal ‘overly-promotional posts’ contributed by brands. Many marketers have pegged this strategy as an excuse to channel more money into paid advertising.
Not surprisingly, legions of marketers see the Facebook decision in a decidedly dark light. Squeezing more bucks from already-strained company budgets is not exactly the key to higher ROI. Even worse is the prospect of Facebook becoming an omnipotent tyrant capable of controlling the price structure of all digital promotions. Wielding an iron fist, the evil emperor would determine ad prices forevermore, right?
Possibly. But there is a way in which marketers can sidestep this dark destiny. No, you won’t be staging a coup (not that most of us have the resources to do so anyway). In order to more fully control their destinies and budgets, marketers can follow the lead of Goldilocks – create promotions that are just right.
Promotions that are just right steer clear of show-off tactics such as over-promoting. Instead, the words and images reflect the mindset of their target consumer and clearly satisfy one or more of their needs. They also offer tremendous bang for the buck. And they do so in a fresh, engaging style. Put them all together, and you’ve got marketing that satisfies customer appetites and inspires them to share what you’ve wrought with the rest of the universe.
Given these ingredients for successful promotions, content marketing looms as a force to reckon with. That’s because this form of promotion offers consumers something undeniably meaningful, without the need to pour on the glitz. Fortunately, countless brands already recognize content marketing as a just-right solution people will readily devour. No doubt more brands will come to this realization and leverage the power of content to maintain both profitability and independence.
If you have any questions or comments about promoting your brand in just the right amount, or about any brand-related topic, feel free to send them our way.
You can connect with the Young Company team at 949-376-8404 #4033 or bart@youngcompany.com. And be sure to follow us for the latest brand marketing news and tips.