I’ve always maintained that shameless self-promotion doesn’t have to be a negative, and when done with confidence and the clear intent of providing value to your listeners and readers, it’s a definite marketing strategy.
It seems a lot of creative types miss the mark when straddling the fine line between positive self-promotion and annoying self-promotion, especially on social networks. Sure, they are doing a lot of things right. They are keeping their information up-to-date and available. They are giving things away. They are offering their audience value. Yet when you visit their networks all you see is their posts, their offers, their comments. It’s like they are working an empty room. So what are they doing wrong that their “social” network has simply become an infommercial?
THEY ARE SHOUTING.
The reality of social networking is that users are looking for connection and interaction above all. Yes, things they discover through these networks often entice them to buy products and services, but it’s through a web of personal connections and recommendations that they are moved to act. People want to explore, they want to look at what other people they know and respect are discovering and recommending. They don’t want to be bullied with information, even if it has value.
The trick to positive self-promotion on social networks is to patiently make sincere and subtle connections with your audience. Start with every person in your personal network. Ask them to invite the people they know to join in a conversation with you on your social network. Be confident, be clear, be subtle. Speak softly. Be curious about your audience. Listen well. When you see people, they will see you and they will want to interact and share your message with others.
Here’s more from Seth Godin about using subtlety in marketing…He’s got my ear.Seth’s Blog: Subtlety, deconstructed.