As reflected in a recent survey of more than 1,500 Internet users carried out by the company Relevation Research, three out of every five users interviewed did not follow any brand on social networks: 79% of Facebook users say they do not ‘ like ‘no company, while 75% of Twitter users also claim not to follow any brand.
But the worst part of the case is that many users are annoyed with the intrusiveness that sometimes becomes publicity through social networks: 60% find it annoying and see as invasive that brands communicate with them through social networks like Twitter or Facebook. Faced with this, the question is: is it a discouraging panorama when creating a communicative estretagia in social networks?
No, if you consider how to try to reach the public without ‘selling’.
And this is something that advertising content marketing, which is part of a strategy to provide value before asking for anything in return. First, and first of all, we must generate authority, trust and credibility. Then, we must go to what is called Soft Sell in English, the art of presenting an offer without insisting: social networks do not serve so much to sell, but to collect ‘apostles’ of our brand (followers who become our maximum defenders).
Communicate benefits and promotions in social networks should not be done with the language of the traditional offer much less with the aggressive selling: we must forget words and phrases such as “buy”, “is cheap”, “we have the best quality “or” take advantage of our offers “. In social networks, selling no longer sells: you have to use them to build brand and relationships and also to contribute something interesting and constructive.
The present of marketing is storytelling, that is, telling stories. And that content of value for the consumer will make the message spread. Then, people ‘buy us’ for themselves if we take into account some basic pillars that should be maintained in social networks: creativity, perseverance, common sense and cooperation.