Social media is becoming the most prevalent place for business to market themselves to consumers, but how does what is posted affect the consumer and potential sales? For most companies and individuals, the main objective of marketing is to drive traffic to their store or site and encourage customer interaction and purchases. Therefore, “action” words are implemented with little thought as to the actual implications of the word. Are they really driving traffic to your site and persuading customers to take action or are they detracting from potential sales?
According to an article by Inc.com, there are eleven words that should never be used by marketers that deter customers from utilizing your product or service. Below are the five words that are most relevant to social branding.
“Best in Class”
There are two problems with that phrase: Who defined your “class,” and who determined you were the “best” in it?
Customers do not want to hear you state that you are the best in the business; they want proof. It is important to include awards, accomplishments, and customer testimonials demonstrating the excellence of your product. Often, customers don’t need ‘the best’ in the industry; they need what’s best for their needs. By demonstrating your accomplishments rather than professing that you are ‘the best’, customers are able to gage for themselves whether your product/service will satisfy their needs.
Similar to the above statement, this is something that should be left to the customer to determine rather than you telling them that you go above and beyond.
Tell me what you will do, every time. If you consistently pull that off, I’ll be delighted.
Most businesses have this as a goal and strive to insure that they are meeting and exceeding customers expectations in every interaction; however, this is a internal goal.
In a time where products and services are constantly being introduced into the marketplace, there are few that can truly boast at being unique. Rather, the majority of products or services have substitute products. Therefore, stating that you are unique does not describe your capabilities any more than stating your age or gender. Instead, describe how and why you are better than your competition. Focus on your strengths and utilize those. What is about your product or service that sets you apart form the competition?
“Social media expert” often reads as “We have Twitter and Facebook accounts and even know how to use them!
Generally, if a you need to state that you are an ‘expert’ in a particular area then you are not. Customers should be able to reach this conclusion on their own. Your previous work and expertise should speak for itself. Furthermore, just because you may be able to offer a particular product/service that work in the past, it does not mean that it will be suited to every customers needs.
Given that social media is still relatively new to businesses, potential customers are seeking a return on their investment. Everyone want to know how well a particular campaign did or what your product/service can do for them. Therefore, show them the areas that will benefit and provide them with a clear and concise strategy. Then, let them calculate their own ROI.
For many, attention getters are the staples for marketing our brand; however, insure that the words that are being chosen are not detracting from the quality of the brand. Overall, it is important to allow the customer or other party to determine what is best for them and whether your product or service will indeed meet their needs. As marketers, we can provide them with the necessary evidence to entice the customer.