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There are four kinds of people in this world:
- Those who will do anything it takes to keep up with Kardashians
- Those who are truly passionate in hating them
- Those who can stand and say with complete honesty, “what’s a Kimye?”
- And lastly, those who know you can learn a lot from these 21st century marketing moguls.
If you land somewhere between keeping up and admiring from a safe distance, let me talk you through a small part of the genius behind the Kardashian empire.
Why does it work?
In a world where we live to overshare, obsess over the self-obsessed and where we crave information at the click of a button, it’s safe to say that few can compete with the Kardashians.
TV shows, apps, novels, video games, the list goes on. And with my best friend currently sending me a tonne of ‘kimojis’ on text while I type, there really is no getting away from these social media tycoons.
Ten years in the business and you name it – there’s an 80% chance the Kardashian-Jenner clan have been there, done that (and most likely walked away with a million).
But what can the smaller brands learn from this £150million mega brand?
(Image: The Fashion Plug)
The Importance Of Transparency and Relating
Brands are steering away from celebrities promoting their products, pushing them aside for your average Joes and the girls next door. Yet far from the girls next door… the Kardashians, a new breed of celebrity conceived from reality TV, hold a massive amount of influence over the newest generation of buyers. They level with their audience and remind them daily, “we’re just like you.”
And this is where you need to take notice on how to be successful.
There’s not a single part of the Kardashians we haven’t seen– and what do we do? We judge, we gossip and you guessed it, we share it across our networks. Behind the scenes there are Instagram shots from the latest runway, to Snapchats of their makeup-free faces while they sit and scroll through Netflix…
They’ve found the line between impressing your audience with what you do – not with a hard sale but by showing, for free, the work behind it. The genius lies in bringing it back and making the audience feel they’re getting an extra personal service from your business.
Top tip: Do your market research and find out who’s really buying into your products. From there you can decide how your company can do that extra bit to attract attention in a way that suits them.
The Art Of Timing
I once heard ‘the only thing worse than being talked about, is not being talked about’ and it’s fair to say this has probably been a part of Kardashians daily routine since birth, I mean, have you seen their Google search rate? How could I not mention Kim’s pre #InternationalWomensDay Twitter feed?! But to save me losing your interest to another Kardashian #breaktheinternet moment, I won’t…
With an average of 6,000 tweets being sent a second, it’s a dog eat dog world out there for brands when it comes to social media marketing.
It would seem the Kardashians have thrown away the rule book on why you need long term marketing plans – they’ve learnt to strike while the iron is hot, and benefit massively from it.
Oreo did it perfectly during the 2013 Super Bowl Blackout. Be prepared for the future but don’t get so caught up you miss out on what’s happening right in front of you. It’s every big brand’s dream to go viral – and with the right content at the right time, you can too.
Top tip: Take the risk… Tweets may not expire but viral truly is forever. Do something worth talking about – while it’s being talked about!
Partnerships To Paparazzi
A quick scroll down any of the Kardashians social media, or a Google search for anyone not so social media savvy, will probably be met with a wonderment of who these ridiculously rich young people are?
BUT, if you know what I mean by ‘ultimate squad goals,’ you’ll see a network of socialites, singers, supermodels and sports personalities… with the occasional presidential photobomb!
(and I’m not talking Kanye)
The list goes on, but what networking tips can we learn from these Bad Blood Armies? Lend some of your focus to the after work hours you put into building relationships where it matters and where it doesn’t. Everyone loves a nice guy and by now you must know the truth in ‘it’s not what you know, it’s who you know.’
Offering reliable and honest advice and having the best connections helps your brand stand above the rest – be popular by association, show your audience you’re rolling with the big boys!
Not only this, chances are the people you meet on your way up will still be there on your way down and that’s when you’ll see the real benefit of business networking.
Top Tip: Get yourself out there, make connections with the best in the business. Even your business rivals don’t need to be your rivals outside of office hours. You might find you’ll learn from them.
Keeping Your Head As High As Your Selfie Stick
Way back in 2007, momager Kris Jenner, managed to turn pretty much every parent’s worst nightmare around and build the Kardashian name as the one we now know and love (or in some cases, love to hate).
Along with thousands of likes and comments along the lines of “😍😍😍”, you’ll also see nothing the Kardashians do comes without negativity and backlash, yet they turn a blind eye. They’re also not too proud to accept when they’re in the wrong and gracefully apologise.
This is how you maintain your brand identity. You will be faced with these 3 decisions time and time again in business, and though it’s important to address things as quickly as possible, you’ll find your focus should remain on your brand and building your image.
Top Tip: Firstly think: “Can I turn this around in my favour?” Don’t give in to the trolls, they’ll only try to bring you down when you’re doing better. And always know when to hold your hands up.
Know Your Angles
Lastly, I’ll cover the importance in being selective with what you share. It’s easy to get carried away with yourself in the hype of feeding your audience’s expectations. At times it may feel like we’ve got an all access pass to the Kardashians’ lives; though it’s important to bear in mind we see exactly what they want us to see – with a little help from the best lighting and the hottest filter.
Nothing goes worldwide if it’s not been vetted, all the rough edges smoothed out with photoshop and a nod from their right hand man to go live.
When your success is in the hands of the public, you need to determine where your strengths lie and think ahead to where you might hit bumps in the road.
Top Tip: Be prepared to fail at times and steer clear from anything that may affect your brand reputation. Have a good process in mind that means nothing goes public without being checked, checked and checked again.
If you’re a business looking to grow digitally, why not get in touch to see what the team at OVG can do for you?