It is difficult to be different online. There are communities and companies for every niche, with bizarre and varied products covering every interest from Ukrainian folk dancing to underwater weddings. While this sheer size and connectivity has resulted in some great advances for people and businesses, it has also made things difficult for online marketers and advertisers looking to do one thing: stand out.
There is a strange phenomenon in marketing and sales, where the most effective and profitable products are not always things that everyone needs, but things that almost no one needs. Take cars for example — the most recognizable cars are not the Toyota Corollas or Dodge Neons that we see every day, but the ultra-rare sports cars and interesting designs like the Hummer.
Why? Because as humans, the most recognizable and powerful marketing symbols are not those that are bland and uninspired. We have grown accustomed to standard advertising, often to the point where it is completely ineffective. What consumers look for, and what smart advertisers try to create, are advertisements and marketing materials that are interesting and different.
If you are stepping into the world of social media and want to do the same for your business, put these four methods to use. Fitting in might succeed for major brands and utterly dull businesses, but when you want to become a leader in your industry, you need a winning strategy. Apply these four tips and do the greatest thing any business can do: be different.
1) Fight the urge to market against competitors.
When you are fighting with an opponent, you take on aspects of their style yourself. Take Dell, HP, and Compaq. Their advertisements are dull and their marketing materials reflect a direct competition with one another. Another major computer manufacturer, Apple Inc., ignores the competition altogether and creates advertisements that advertise their products, not their advantage against competitors. It does not take a marketing genius to tell which is the most effective method.
2) Use scarcity to your advantage.
Very few social media platforms are starved of activity. Even with a modest following of 100 Twitter users, inboxes are full and responses come trailing in almost every minute. In the endless stream of information, the most successful marketers are not those who get seen the most, but those who get seen by the most valuable eyes. Be scarce and people will notice you; be everywhere and people will get sick of your marketing efforts.
3) Prioritize controversy.
Controlled controversy is the greatest asset any PR expert of marketer has at their disposal. From free press to endless word-of-mouth marketing power, controversial marketing is almost always the most effective form of non-direct sales. Whenever possible, craft your marketing campaign so that it goes beyond inspiring conversation, and becomes something that forces conversation.
4) Have an unusual product on offer.
We have seen big brands try to market differently time and time again, and the result is almost always lukewarm consumer enthusiasm. Quirky marketing works when it’s backed up by an equally interesting product. If you want to draw eyes through unique marketing, back up the attention with a product that keeps people interested in you.
