By Muhammad Yasin
Jan. 24, 2013
A little over half of shoppers admit to using social media to help them make informed decisions when shopping, whether to research a specific product or to find the right price. But as marketers, have we kept up with the way social media has changed consumer behavior? The simple answer is: no.
Instead, online marketers tend to follow the Double Rainbow Strategy, which operates by using three steps: 1) create great content; 2) post your great content; and 3) sit and watch it go viral overnight. Unfortunately, things tend to not happen like this. Regardless of how amazing your content is, sharing it with what is probably a small network will not allow it go viral overnight, or likely ever. This strategy does work for some businesses, but only those that tend to have established brand recognition, multitudes of people following and interacting with them, and a network the size of an ocean. Others who try to operate on this strategy spend their time screaming their message into the woods, hoping to see it go viral. That simply is not going to happen.
You are far more likely to get your desired effect if you use a results-driven strategy. The steps are the same as the Unicorn Strategy, but with one important difference: you promote your content after you post it. Essentially, you market your marketing. You place your content in the hands of those who are going to be interested in it. Then, you will start to see the results you want.
One of the most effective ways to market your content is to put it in the hands of an influencer. There are more than 1 billion people who use social media throughout the world, and 80 percent of those only share one topic of content. An influencer is someone with a large following who can impact the actions of their followers with a simple tweet or status update. Most influencers are followed so extensively because they are experts in a specific field, and their advice is trusted.