The “Jab, Jab, Jab, Right Hook” book talks about how managers, marketers, and small businesses can benefit from social media platforms.
A good social media marketing campaign can be a fatal blow – a hook to the right that forces the customer to make a purchase.
The author teaches you such actions in social networks, from which your product will flutter like a butterfly and sting like a bee.
Gary Vaynerchuk is the New York Times best-selling author and entrepreneur, teaching on examples of his accomplishments.
He also has his digital consultancy, VaynerMedia, which helps major US companies develop effective social media marketing strategies.
According to BusinessWeek, it is one of the twenty people that every entrepreneur should be equal to.
The Long-awaited Achievement of Excellence in Social Networks
Today, people climb each other to express themselves as loudly as possible on the open spaces of social networks. They must think that this is the only way to be heard and tell the world about their product. They are wrong.
Social networks are a chaotic world with billions of voices and brands trying to attract attention, but there is a simple way to break through this noise: you need to understand what you are talking about and how to present your story in the best way on each of the social platforms.
There are a few secrets that will help your story become known to so many people that you haven’t even dreamed of.
After reading this book, you will learn:
- How to sell products on social networks without annoying people;
- What social networks are not used 100%, despite their high potential;
- Why is the placement of a story more important than its content?
This book is available as:
Social Networks Are Important for Successful Product Marketing.
Take a look around you.
How many people are around stumbling into their phones?
The proliferation of mobile phones has fundamentally changed our attitude towards social networks. In the United States alone, there are nearly 325 million mobile subscription services. Looking at the prospect, the total audience in 2013 was 316 million!
It is assumed that almost everyone now has a mobile phone, and almost all of their owners are on social networks – websites or applications that allow people to communicate with each other and organize communities.
Market research by eMarketer showed that people spend almost half the time they spend on the phone on social networks. In fact, 71% of Americans are on Facebook, and Twitter users in the world are already about half a billion.
Social networks have changed our shopping habits. They directly affect the way we spend money: one in four uses social networking sites to make a purchase decision. They learn about the product through a viral campaign on Twitter or their friend’s post on Facebook.
At the same time, social networks have not been the prerogative of youth for a long time, in just a year, the generation of the 80s (the Baby Boom generation) increased their stay in social networks by 42%. This fact is most valuable to advertisers because the generation of the 80s accounted for 70% of purchases in the United States.
It is normal for new media to come forward, leaving the old behind – once the radio beat the print press and then the television replaced the radio. But the victory of social networks was much faster. It took 38 years for radio to reach 50 million people, and 13 years for television. How much did Instagram do? For a year and a half.
Clearly, marketers need to understand how to use these powerful new tools. Social networks are a vital necessity in the modern world.
The Summary you might like: The 80/20 Principle
A Good Marketing Campaign Rests on Quality Content
So what do these social changes mean for marketers? Your marketer needs quality content, and you need to tell people fascinating stories.
The only way to express yourself in this noisy social world is through outstanding content. We no longer deal with individual advertising campaigns of 6 months in length, as was the case with television. Powerful marketing today is year-round campaigns that deliver new content daily.
These new campaigns draw customers into a story that creates brand awareness and ideally leads to the ultimate goal – to purchase.
The Nike+ campaign is a good example. Nike+ is an application that allows people to compare their sporting achievements and even compete with each other. This means that users produce new content daily and promote the campaign.
In fact, different companies choose a different approach to this task, but outstanding content must obey several rules.
Firstly, the content should not be annoying or seem annoying. It should be part of the client’s life. Anyone can get rid of ads with the help of DVR, Adblock, mute, or just quick page scrolling. Marketing content needs to be truly engaging so that the eye stops.
It also should not be demanding for the audience. Your ad is created for buyers, not for you. Informative and interactive advertising usually works better because it pleases customers.
Finally, remember that even good content loses its meaning in the wrong context. Effective content should be natural.
This means that it should fit into the format, take into account demographic data and general trends of the platform. Do not spoil your content by choosing the wrong site.
For example, an obscure or poor-quality photo on Pinterest will fail, and on Twitter will bring a breakthrough if it is posted with a witty signature. Marketers must understand the difference in the functionality of different social networks in order to use them as efficiently as possible.
If You Want to Increase Your Facebook Presence, Your Content Must Be Outstanding.
What role does Facebook play in all this?
Facebook is a fabulous place to communicate with customers. Activity is constantly boiling in it – in 2012, a billion active users visited it every month. This is shocking, but Facebook accounts account for more than 1/5 of all page views in the United States.
Advertising on Facebook is relatively inexpensive. Advertising campaigns on television cost between $ 7,000 and $ 13,000, and the companies that pay for them cannot know exactly how many people will watch them. Facebook ads range from $ 0.50 to $ 1.50 per like. They are also interactive because customers can share them with each other.
At the same time, advertising on Facebook has its pitfalls, as this platform was created to please customers, not advertisers.
Just think about the functioning of the news feed. It is designed so that it can filter out certain content so as not to get bogged down in a large amount of unnecessary content from advertisers or other users.
Facebook has developed EdgeRank (ranking) to solve this problem. Each time a user performs some actions on Facebook, this is fixed in a special information file called edge. The EdgeRank rating monitors these files and uses them to determine what should go into the feed. Therefore, if you regularly “like” photos of friends, but not their statuses, you will see more photos in the news feed.
This means that marketers have to create content that will generate more relationships – an edge. Moreover, EdgeRank is not expressed in delivered likes or conversions to other sites. Therefore, even if a link to your page could generate millions of sales, it will not get into the feed until it is “liked”, told to friends or commented on it.
In short, your content should be cool enough to advertise on Facebook for the result to be worth it.
Twitter Can Provide a Powerful Brand Presentation if You Use It # Properly
What about tweets?
They are everywhere, but can they bring real income?
Well, Twitter provides great business opportunities, but they are often misused. This site can become a marketer’s dream because it allows you to enter into a direct dialogue with the buyer.
In 2012, Twitter had more than 100 million users from the United States and 500 million users worldwide. Unlike Facebook pages, Twitter profiles are almost completely open, making contacting strangers easier.
However, getting in touch with potential buyers on Twitter is not easy, because their news feeds are not tweeted, most of which are spontaneous conversations. Twitter has an incredible amount of information – almost 750 tweets per second. How can marketers highlight their content in the background?
One of the good strategies is chasing trends, which means sticking to a popular topic that people are discussing. The most discussed topics on Twitter are called trends. The mathematical algorithm determines them and displays them on the site.
The pursuit of trends is not used 100%. Here’s an example of a missed opportunity in this area: showing the latest release of the most popular show in the US for 7 years, 30 Rock in January 2013.
One day after showing the final release of 30, Rock became one of the 10 most talked-about topics in the United States. Denim company 7 For All Mankind, under the nickname “Sevens”, could jump on the trend “7”, but they missed this opportunity and did not attract a single fan of 30 Rock.
The hashtags that tag words and categories of tweets also provide excellent marketing opportunities. However, # often # of them # is not enough or # is too # too many.
It is very important that your hashtags are appropriate, use them randomly or without a sense of humor or irony, and they will respond by exposing you to be divorced from real life.
Companies Have Not Yet Realized the Marketing Power of Pinterest
Any marketers targeting a female audience are acting stupid if they don’t use Pinterest.
It is an ideal social network for sales, especially for women. Pinterest provides virtual “message boards” that people can post photos to. Therefore, companies can create virtual storefronts where each photo is a link to their website.
Brands can also expand the reach of several pin profiles, some of which are only indirectly associated with the brand. For example, a tea company can attract travelers by publishing photos of cups of tea in unusual places around the world.
Marketers underestimate Pinterest.
A 2012 study showed that Pinterest users would buy a product on this site, not on Facebook, with a probability of 79% more. It is a great platform and it is evolving into a fast-growing market. In 2012, the number of users increased by 379%, and in 2013 there were already 48.7 million users there.
It is also a large discriminatory indicator for women. The ratio of women to men on the site is 5 to 1, and about half of them are mothers. It could be an ideal market for household goods or any other, aimed mainly at women.
So why are companies not rushing to Pinterest? The main reasons are legal grounds and business prejudice. Companies are wary of risking copyright infringement by sharing photos they don’t own.
The Final Words
As we spend more and more time online, it’s important for entrepreneurs to use social media campaigns.
Determine which platforms are right for your brand and direct marketing efforts to them.
Remember: there is no platform for marketing on social networks that would suit everyone.
Do not be afraid to develop new platforms such as Pinterest.
Any business can succeed with the thoughtful use of social networks.
Benefit from trends.
Identify what topics people are passionate about right now, and then link your brand to this topic. Twitter trending is a great way to do this. Use their enthusiasm to communicate with your company – this will make sense for them and just in an embodiment for you. Any business can succeed with the thoughtful use of social networks.
Why You Should Read “Jab, Jab, Jab, Right Hook”
Who needs this book?
- To become a more skillful marketer and entrepreneur.
- To leverage the power of social media.
- To popularize their product with a viral effect and increase sales.
This book is available as: