A Simple Web Marketing Secret That You May Not Know About
Thursday, June 9th, 2011Everyone’s online now, right? Your brother, your Grandmother, your niece. All the places you do business with are online too, from the Mom and Pop store down the street to Wal-Mart. So, you should be too, right?
Maybe.
The biggest mistake I see people (and businesses) make is trying to do too much at first. They’ll try to be everywhere all at once without exploring whether or not that space is right. And sometimes, every space is right – from blogging to social media to email marketing – but that doesn’t mean you have to start them all at once.
So, the simple secret?
Do one thing, and do it well. Once you master one technique then (and only then), go ahead and try the next thing.
Social media’s a particularly sparkly medium. It’s shiny. It’s new. Everyone (kind of) gets it. But signing up for Twitter, Facebook, LinkedIn, YouTube, Flickr (and so on) accounts and going pedal to the metal on all of them isn’t the answer. You’re spreading yourself way too thin that way; it’s far better to be concentrated in one area.
I think one of the best examples I’ve seen of this is from Victoria’s Secret. VS knew their place (at least at first) was on Facebook and to this day, it’s the only social media link on their website.
They’d always had a Twitter account, but it only had one tweet that would direct you over to their Facebook fan page (which has since been deleted). It wasn’t until November 29, 2010 that they officially began tweeting:
Only the marketing whizzes over at VS know why Facebook was a better way to start, but we can all venture a guess. With Facebook’s custom landing pages and great apps, Victoria’s Secret is able to create a more profound user experience than they can on Twitter.
Victoria’s Secret has over 120,000 followers on Twitter and sure, people are certainly tweeting about them. But compared to an astounding nearly 14 million likes on Facebook, I think Victoria’s Secret has found their bread and butter. It’s posts like these that generate thousands (even tens of thousands) of likes and comments (and I can only guess sales, too):
What can Victoria’s Secret teach us?
I’m going to repeat it. Do one thing, and do it well. Sure, VS is on Twitter too; but they were on Facebook first and claimed that space. Now, they use Twitter to supplement the content they create on Facebook.