Page 104 - Duct Tape Marketing

Produce Marketing Content That Educates

Almost every social media practitioner touts the value of listening
stations, but there’s some real gold in filtering stations as well.

Make Exclusive Offers
Hey, people get engaged by a deal. A special offer is content in

my mind. Offers made exclusively through social media channels are
proving very effective for brands that have built trust in other avenues.

The key is to use social media offers in conjunction with your
other forms of communication so that your offers are received with
enough context. No matter how great a deal is, you want to know you
can trust the organization making the deal.

A tremendous way to create, or perhaps borrow, trust is to create
opportunities for your networks to share exclusive offers with their
friends. Get in the habit of creating promotions that allow your friends
to get the benefit of passing the goodies, and watch how fast they can
spread. Of course, find a way to track and reward them for their par-
ticipation too.

This kind of content creation works a lot like a referral and dif-
fers greatly with the products or services being presented, but can be
a powerful way to create immediate ROI from social media participa-
tion. Start with your existing customers and cocreate the right kind of
promotion and motivation.

Teach Your Network to Do What You Do
The final way to significantly amp up your content return is to

recruit and equip your own private network to do the same thing you
do. This is such a powerful play because it gives you a very solid reason
to formalize your offline strategic partner network and, in effect, turn
yourself into human link bait. (What do you think, should I trade-
mark that term?)

The idea here is that if you do all of the things mentioned in this
chapter, why not figure out a way to recruit a network and teach them

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