This is a question that is asked a lot by clients: “Why are you talking about the new film that is coming out and not about the product that we are selling?” It’s simple; some call it ‘news-jacking’ we simply describe it as a way of making a brand relevant to their target market.
If your target market is talking about the latest film, then we need to get involved with the conversation and buzz. This shows that we understand our market, and by doing so, this will lead to further sales down the line. By creating content that is about the new craze, or a new film, etc., this opens us up to conversations; interacting with the audience and naturally introducing ourselves to that market. Think of it as, we are just saying ‘hi’, caring about what they care about. But in the longer term, we have introduced ourselves as a brand that cares about its community and in turn, shown that user that what we sell fits their need, values and interests.
So how can you do this? It’s simple, but it takes time! You need to identify who your target market are; and what is it that they care about? But more importantly, what do they care about right now. Is there something that is happening in their space? This may be a new film, a new product? Something that is going to make them talk about nothing but that. Jump on it, create awesome content that relates, and make your brand synonymous to that movement; it could be as simple as just talking about it, or, if it’s something huge, perhaps even creating a related product.
Once you have decided exactly what you want to do, then it comes to finding the users who are really caring about the new movement. There are two ways in which we would recommend going about this.
Firstly, Twitter advanced search. If you are a global brand, simply search the key words that are being used in the discussion. This will then bring up a list of tweets that users are making about the subject; (if you are a local business, you can segment the locations of the people talking about the topics through Twitter advanced search: if you need help with this, please call us!)
Secondly, Facebook adverts; these should be backed up with an organic image created and posted natively on your Facebook page. Facebook adverts can be targeted very specifically; you can show the adverts that relate only to your perfect user.
Your social media account doesn’t have to be always about you and your brand. Through outreach, your brand can become relevant and show that you understand your target market better than your competitors. The more things that make your audience ‘feel good’ through posting, and engaging with your users, the stronger the bond will be. In the long term you can create strong brand advocates, simply from jumping on a seemingly irrelevant film/event/moment!
Let me know if we can help at all,
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