To thrive in an overcrowded online market, every business needs a solid digital strategy. But being strategic does not only mean to run effective campaigns on Facebook or selling an Instagram-friendly product (even though, obviously, both things help).
The best way to get - and, more importantly, to keep - your customers is to achieve a status of 'social validation', which means that you've built a brand that feels credible and authentic to people, successfully undergoing a series of micro-exams from your potential customers along the way.
In their 2019 book Faster, Smarter, Louder: Master Attention in a Noisy Digital Market, Aaron Agius and Gian Clancey share the do's and don'ts that they learned while running their digital marketing agency, Louder.Online.
Why you should read it
What I like the most about Faster, Smarter, Louder: Master Attention in a Noisy Digital Market is its intrinsic clarity: the marketing jargon is limited to a minimum and all the steps are extremely well explained. Also, while the book gives you a holistic approach to brand positioning, it doesn't forget that every small improvement helps the positive perception of your brand in the market.
Three key takeaways
- On generosity: “The businesses that don't just take, but also give something back, tend to inspire the most loyal customers.”
- On empathy: “If you're serious about engaging your community, all of your marketing actions must be prompted by empathy.”
- On leaving a good impression: “The best way to generate a higher conversion rate is to attract visitors who have already made positive subconscious judgements of you and your brand.”
My favourite quote
“You don't have to know all the answers to be considered an expert. You just have to know more than the people you're talking to at the time.”
