When it comes to your social media marketing, it makes sense that you might want to keep things light and to the point. After all, you’re trying to appeal to customers, and getting into the finer details of your various strategies might counter that impulse.
However, there might be something gained by revealing certain aspects of your approaches here. Not only can you subtly clue audiences in about what you do differently from your competitors, but it’s also a chance to draw attention to other aspects of your business that you’re proud of.
Commitments, Values, and Assurances
Every business likes to make sure that its customers feel as though they’ve made the right choice with them. This might come by way of assurances that they’re the greenest business around, that they’re the company most likely to look after their customers or offer the best security. You don’t want these to just be idle boasts, as any sort of negative proof to the contrary could paint you in a very negative light.
If you get accused of greenwashing, or are struck by a cybersecurity breach, it might paint everything else you say in a suspect light. That means that you have to be able to make good on your word or find the right security for your business. To do that, you have to know what the difference is between strong cybersecurity for manufacturing businesses and for digital marketing – allowing you to tailor the situation exactly to your situation.
What Makes Your Product Shine?
Everyone has a USP, or something that they feel they’re able to deliver better than their competitors. Without this, you might struggle to offer something that a business with more resources isn’t capable of replicating. This central feature of your product might not change in concept or goal over time, but the reality of it will. The technology that you’re using is going to evolve and grow, and you don’t want your brand to remain stagnant – you have to find ways of consistently improving and innovating on your design, without making it feel as though you’re doing so just for the sake of novelty.
Needless to say, that’s a difficult needle to thread. However, when it comes to the technology that you do use, it’s a great opportunity to explain what’s changing to your customers and how the technology is allowing that. This can mean that your claims of improvement have some science backing them up and aren’t just bold claims for the sake of it.
Ancillary Benefits
Sometimes, there are just positive implications to showing off to your audiences how ahead of the curve that you are, but it’s important it’s done tastefully. This is perhaps best illustrated when it comes to a technology that many people are uncertain about like AI. Your use of AI is not a guaranteed perceived benefit in the eyes of your audiences, and that means that if you’re broadcasting your use of it, you need to be careful.
If you’re in an industry where many jobs are affected by the use of it, some audiences might even see it as a negative – and if the work is being used where a human hand was before, people might scrutinize the result.
You want your use of it to underscore and complement a specific point that you’re trying to make. Rather than just saying you’re using something new for the sake of wanting to appear new and fresh, you might demonstrate how your use of this tool allows you to do something that you couldn’t before, but you are confident your audiences will approve of.