Note: The following post was written by Taylor W. Wells, Communications Director for On The Mark Strategies.
Bank and credit union marketers are continually faced with the challenge of producing an advertising voice that is heard above the din of competitors, both traditional and nontraditional. While this is certainly true in the realm of more traditional marketing venues (direct mail, radio, television, etc.) it’s equally true in the social media world.
How can financial institution marketers improve the odds of their brand message being heard over the competition? That’s one question (among others) Gary Vanyerchuk’s book Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy Social World attempts to answer.
Fans of Vanyerchuk’s other works will remember books like Crush It! and The Thank You Economy. Written in a similar tone, it attempts to help marketing professionals more proactively outline social media strategies that can help level the playing field with competitors. As evidenced by the title, the book makes ample use of boxing jargon. For example, the book cautions against going for the right hook (the next promotion designed to completely knock out the competition) every time and instead devoting more energy to jabbing (taking the time to engage with customers and build successful social media relationships).
Vanyerchuk also convincingly argues that due to the perpetually changing nature of the social media landscape, the winning combination of jabs and right hooks also fluctuates. The book states a strong case for the importance of context in social media communication (in other words, that high quality content geared specifically for the different audiences that populate platforms like Facebook, Instagram and Twitter is critical).
Readers familiar with Vanyerchuk’s passionate prose and somewhat brusque manner will like what they find in this book. Others, while possibly put off by the occasionally rough tone, can still derive benefit from reading it. All in all, Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy Social World does a good job of offering practical advice for bank and credit union marketers on ways to strengthen their social media outreach.