How To Stand Out in a Sea of Web Content

The Great Wave by Aurore Colson

You’ve heard it said that content is king but with the 30 billion shares per month on Facebook, 200 million tweets per day on twitter and more than 48 hours of video posted to you tube each minute. How will your content for your business actually get noticed in that massive deluge of information?

The Answer: Passion

The beauty of the web for users is the ability to find exactly what we want when we want it. And most importantly to stay connected to subjects we are passionate about. People are passionate about sports, about decorating, about cooking, about wine, about celebrity gossip, about humanitarian efforts in Japan. As marketers it is our job to find topics of passion around which business owners and customers will connect in a meaningful way.

People Don’t Care About Things. They Care About Experiences with Things.

That is what our blogs, our videos, and our social shares have to center on if we want them to be meaningful. Engage readers, viewers, friends and tweeps in experiences, conversations, and topics they care about and make the things we sell a part of that larger experience.

Sell hotdogs? Instead of blogging about hotdogs try blogging about baseball (according to the national hot dog and sausage council major league ballparks were predicted to serve almost 22 million hotdogs per season! ). Discuss the fine points of the difference between a Dodger dog, a Chicago dog or a hot dog at Fenway or Yankee stadium.

Talk to Your Customers

People become passionate because of the experiences they have had. Find real stories that connect customers to you and to each other and build communication around the topics of those stories. Being the connection point between customers with shared passion will make your brand part of the glue in their relationships with each other.

A Motorcycle event promoter redesigned all their promotional content for a Memorial Day motorcycle show around honoring fallen U.S. troops. Fans responded with social shares, comments, and huge event response because they wanted to honor those they were close to. Sure they were Bikers and they wanted to go to a bike show, but the social traction gained by connecting to that larger issue massively improved the pre and post-show sharing. Following the event the tagline “Because They Died We Still Ride” continued to circulate the web.

What Passion Points Can You Tap into with Your Customers?

What passion points are consistent between your leadership, staff, and customers? Leverage some of those things as the center of your Facebook content.

How and Why these 40 Big Brands Use Twitter

Thanks to the Guys at http://www.Mashable.com twitter: @mashable for tracking down the head honchos of twitter action from 40 different companies and getting the word out on how they use Twitter.

Not terribly surprising Major companies are using twitter largely for customer service. this is one of the only locations you can respond to a disgruntled customer directly and quickly without them actually complaining directly to you.

Also they are using twitter only short term specials like 3 day on-line sales (@americanapparel) and flavor alerts (@tastidlite

read through the full list here:   http://mashable.com/2009/01/21/best-twitter-brands/

You should find some good inspiration for how to start tweeting your way to deeper customer relationships and more fans!

WTH is Iron Shirt Ink?…..It’s All About Customer Love!

Ok here’s the deal, you as a small business want to turn your prospects into customers, turn you customers into repeat customers and your repeat customers into fans.

Fans are the key idea, the kind of fans that will wear your t-shirt, or get your logo as a tattoo (INK) and Iron because when you do this your brand is tough, and can chase other brands out of your market space by sheer customer love.

So that’s the idea use the web to make fans and the customer love supports your brand position. Simple and effective. We help you Win Prospects, Drive Repeat Customers, and Make Fans.

By the way as a shameless plug we also have our own t-shirts so If you like the idea of your customers being your fans you can wear the Iron Shirt Ink brand t-shirts too.

Now back to building customer love. It’s about relationship. Your customers have to feel like you put their best interest first. Like you are a part of the culture they love and like they can identify their independence by identifying with you.

In the online realm that means first a website that your customers want to use and second a bunch of online interaction points that your customers see regularly. Email, MySpace, FaceBook, Digg, Your Website, What Your customers say about you in their blogs, what they read about you in the news, what they hear in podcasts, on the radio and more. It’s all a part of your web presence and the better your presence the more it will lead to customer love.

That’s what we are about,, that’s what we help customers do. Win Customers.