The Fallacy of ME, ME, ME Marketing

Question on Quora:

“Is it okay to post pictures of yourself on Instagram? Would people think I’m too much into myself?”

Top answer:

“Since 99.99% of Instagram users have chosen to make evident how in love they are with themselves, you’ll fit right in.”

I had to think of that when one of my colleagues jokingly posted on Facebook that he was sick of seeing selfies of voice-overs in their studios. You know, these stereotypical posed pictures of smiling people in sweatshirts that always feature a microphone.

This led to a heated debate about narcissism and the perceived benefits of plastering your face all over the internet. Here’s what I want to know: are these selfies just a big ego trip, or an effective way to show your customers who you really are?

WHAT’S YOUR GOAL

Before I answer that question, let’s take a step back. Why would you as a small business owner use social media in the first place? It’s a time suck, a distraction, and as soon as you think you’ve figured it out, Zuckerberg and company change the algorithms.

For most freelancers, having a social media presence is part of their marketing strategy. The purpose of marketing is no mystery. It’s all about influence and perception. In a nutshell, here’s what effective marketing should do:

– Tells the world that you exist, and educates your audience about what you have to offer
– Helps your customers understand why your product or service is better than, or different from the competition
– Builds authority, credibility, and trust. It shows that you’re a pro running a reputable business
– Develops a relationship with your market: communicates with customers, and turns clients into fans
– Improves and reinforces brand awareness
– Grows your business by extending your reach and increasing your sales

Successful marketers influence how their product or service is perceived. They win people over by convincing them they have something special to offer that meets their needs. The ultimate goal is conversion: turning a prospect into a buyer.

How do selfies fit into this picture?

YOU OR THE CLIENT

We seem to have at least two schools of thought. I call them egocentric marketing and customer-centric marketing. An egocentric marketing campaign revolves around “Look at ME. Look at what I did. Look at what I’m doing.” It’s for people who mistake their own enthusiasm for what will motivate their potential customers.

Posting pictures of yourself and about yourself only works if you’re an interesting person leading an interesting life and if you already have a following that’s interested in you. Think of actors, musicians, models, celebrity chefs, politicians, and other public figures.

Let’s be honest: most of us aren’t that interesting, especially in a dimly lit studio with a big mike in front of our face. Unlike on-screen actors, voice actors don’t go on different sets in exotic locations. There’s no costume department clothing us, or makeup department carefully camouflaging our pimples. If we ever leave the house for work, it is to visit another dimly lit recording studio with more mikes, cables, and headphones.

Customer-centric marketing is based on the idea that if you wish to win people over, you have to stop talking about yourself and start listening. Based on what you hear, you provide content that addresses your customer’s fears, problems, and needs. It’s not about you. It’s about them. Customer-centric marketing is not only about increasing exposure. It’s about providing value for your viewers and followers.

WHO’S YOUR TARGET

The problem is that I don’t think many Instagrammers have identified a target audience before they start posting pictures. They don’t even have a business account. A personal account is used to post anything and everything. Snapshots from family trips, pictures of the pets, lunches, dinners, and the occasional picture of mama or papa doing voice-overs. All of this goes out to clients, colleagues, friends, family, and the one billion other people on Instagram.

There’s no distinction between the personal and the professional.

The question I asked myself before I became active on social media was this: Do I want to make my private life public, and if so, for what purpose?

Perhaps this is a generational thing. The younger generation has no trouble sharing their private lives publicly. The more views, the better. Self-esteem is linked to likes. A young colleague told me: “I want my clients to get to know me. If they see what I am like, they’ll remember me. If they remember me, there’s a greater chance that they will hire me.”

In contrast, I want to protect my privacy. The only time I open up about my personal life on this blog is to illustrate a point, or when I want to share something that I feel is relevant to many of my readers. That’s the reason you know about my stroke. I wanted to increase awareness through my experience.

My intended Instagram audience consists of colleagues and other freelancers. That’s why you won’t find any vacation photos, pics of alcoholic beverages, or silly selfies. Most of my posts are pictures with quotes from this blog. My goal is simple: to make people think. They don’t have to agree with me. I just want them to consider what’s written. It helps me be a trusted voice in an ongoing conversation.

I can hear you think: “That sounds very idealistic. Why would that be beneficial to your bottom line?”

Well, through these posts people get to know me and my ideas. And if they like what they see, they might go to my blog and sign up for coaching sessions. It gets me invites to interviews and podcasts, I’m asked to write guest posts, do presentations, and conduct workshops. It’s free publicity! People end up buying my book and start referring me to clients who need a European, neutral English voice.

There’s a lot that you can do when using social media to spread the word about your business. LinkedIn, YouTube, Twitter, Facebook, Pinterest, and Instagram give you an opportunity to highlight different aspects of what you have to offer. Different formats require a different approach.

What you do is up to you, but if you wish to make the switch from egocentric to customer-centric marketing, I leave you with the advice of one expert:

“It’s okay to be proud of your work, but turn your brags into benefits!

Paul Strikwerda ©nethervoice

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