Just the other day I was watching an episode of Dexter (OK, so it was episodes, plural) and I noticed the main characters were drinking beer. I’m the type of person that takes note of products within TV programs and films, and I took the time to freeze the frame and check out the brand. It was Presidente Beer, which I proceeded to look up, because I’d never heard of it before, and I wanted to see if it was real. Sure enough, it turns out that it is a real beer from the Dominican Republic, which is popular within the Hispanic community. This makes sense because Dexter is based in Miami.
Then yesterday morning while walking the dog on what happened to be trash and recycling day, I passed a recycling bin filled with Presidente empties. I went from never hearing of this beer before, to now seeing it twice in fewer than 24 hours. Odd.
Well, perhaps it’s not so odd. The fact is, I might have passed bottle of that same beer week in and week out, but never noticed them because up until now, I had no frame of reference. But since the beer was top of mind as a result of seeing it on a TV show, they jumped out at me and I noticed them.
We’ve all probably had the same experience with other products. I never really noticed people driving gray Honda Odysseys until I bought one, and then it seemed like they were everywhere.
Once something is brought to the top (or front) of our minds and has some form of context, we start to notice it more often.
That’s one of the many ways in which social media can be really effective. Many businesses come to me looking to use social media as that silver bullet that increases sales right away. They want to get on Facebook and see a corresponding rise in revenue. Fast.
That usually won’t happen. It can, but it’s the exception to the rule.
Social media is particularly good for brand awareness and keeping your business and products top of mind. This is why it’s not good enough to post only from time to time on platforms like Facebook. I suggest multiple posts throughout the day, perhaps 2 or 3 times, not just to let your customers know about your products or services, but to remind them that you’re there; that you exist.
Keeping your business top of mind means that they will be more likely to remember you and come to you when they need you. And their need for you might not be now. Or tomorrow. It might be a month down the road, or more. But if you maintain a strong online presence, with frequent reminders that you’re “there,” they will remember you.
Are you using your social media and online presence to keep your business top of mind?
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