Social media and online branding powerhouse Gary Vaynerchuk is set to release his next book of online arsenal on November 26, 2013. As a pre-release promo, Gary is offering varying quantities of his new piece entitled Jab, Jab, Jab, Right Hook with different incentives attached to each quantity. If you buy 30 copies of his new book, you get a three minute personalized video in which Gary speaks directly to you with real life tips. Buy 60 books and you get a 10 minute phone call. One hundred books gets you two hand-picked bottles of wine from Gary’s selection. Three thousand books buys you a social media corporate audit of your brand done by VaynerMedia, and 4,000 books buys you a keynote appearance and book signing.
We went for the 30-book package and got Gary to give a little shout out and some food-for-thought on YouTube. Gary, who rose to online prominence in the wine industry, shares a few tidbits on how to really play social media at the big boy table. Have a look first and then we’ll discuss further.
There are two main points Gary divulges in a matter of four minutes. First is a company’s or individual’s ability to think much, much bigger than itself. Gary mentions that his wine business really started to take flight when he “became America’s wine guy, not a wine salesman for one store.” The same will be the case for large and small business alike. Become the expert and go-to source for your industry, not just vendor who sells a product. You may think that just comes down to blogging about relevant issues in your industry to be a voice in the community, but maintaining that perspective is much more than that. One must intend to become its own media outlet, the industry standard.
The second point Gary makes in his message to Bulwark Exterminating is the importance of target marketing. He mentions Facebook’s “dark posts” and puts a lot of emphasis on segment targeting. Target marketing allows the vendor to put exactly who they want in their campaign cross-hairs. Marketing to very specific segments based on gender, education, location, hobbies and interests is a very sure way of getting the most out of your marketing dollar.
Unpublished or “dark posts” on Facebook afford brand pages the opportunity to test, in a sense, the effectiveness or engagement of multiple posts all trying to promote the same thing but with different ad copy. Once there is enough data that the brand feels it can make an informed decision, they can publish on their own wall as their own post and expect similar numbers of return.
If you haven’t had an opportunity to hear some of Gary’s interviews and talks online, we definitely recommend them. And don’t forget to order yourself a copy of his upcoming book Jab, Jab, Job, Right Hook: How To Tell Your Story In A Noisy, Social World.