Gary Vaynerchuk is a wine expert, an entrepreneur, an angel investor, a best-selling author, and a public speaker. He’s loud, unapologetic, and smart. He has millions of internet followers, along with an impressive number of critics. And he knows a lot–a lot–about social media, brand development, and marketing. Here are a few of Gary’s simple yet significant marketing tips and thoughts on marketing in the digital age.
- Customers matter. Your clients are your assets. Aside from staying true to your mission, your company needs to focus on this. “Word of mouth works now more than ever,” Gary has said. “@-reply every single person.” Don’t just provide for your customers–connect with them. Get as much up-front interaction as possible.
- Substance matters. Gary says that in any business, “you need to spend all your time and energy on creating something that actually brings value.” This means being willing to do what’s hard: sharing quality content, sharing a lot of it, and sharing it often. It doesn’t matter how good your marketing campaign is: if your product isn’t as good as it can possibly be, then you’re losing potential business.
- Relevance matters. Gary has said that he’s good at “marketing in the year that we live in.” What he means by this is that you need to be wherever your customers are paying attention. In 2015, this means marketing on social media platforms like Instagram, Facebook, Pinterest, and SnapChat. But don’t get married to a certain marketing strategy. Platforms and avenues evolve constantly. What works today may not work in the future, because your customers’ attention will shift to something else. And while email marketing campaigns may still work, you need to be on the lookout for new and meaningful ways to interact with your clients. This goes back to the first point: know your customers, because wherever they like to spend their time (online or otherwise) is where you need to be.
- Big picture matters. Gary believes that “legacy is greater than currency.” With every marketing decision you make, get in the habit of asking yourself: How is this going to impact my global legacy? Take daily action in the short-term, but know your long-term goals. Focus on lifetime value and retention.
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