But hear me out: While there is of course much to be learned from the triumphs of those before you, the approach I see too often is straight up copy and paste. It's both sad and ironic to see, because most of the social and growth hacking thought leaders preach day in and day out that you need to learn how to tailor your communications to your business and audience. Obviously, this means that a golf brand is not likely to find success by following the social media plan of a fast-food chain.
Instead, you should be looking at what successful brands are doing. Think about how you might be able to attack the same channels with similar quality content, but you need to avoid simple copying. Copy = bad. Emulating = good.
So, how do you identify your strengths and put them to work promoting your brand? For most people, identifying some obvious strengths will come the quickest when they look into what exactly it is their business already does. For example, an obvious strength of almost any business is going to be their knowledge of the market within which they operate. If you own a golfing company, you're going to know a thing or two about the sport of golf.
One great way to leverage your strength for engaging social posts is looking at what insights you have about golf that others haven't acted on yet. Do your products have a unique selling point that is extremely relevant to golfers? That sounds like an excellent place to start. Alternatively, you might find that you can use this knowledge to drop yourself into social conversations on twitter, Tumblr, and other platforms that are very conversation-based. People get hung up on creating their own content on social media, but some platforms are better suited so most of your content is actually repurposed and the result of interactions with others (but that's topic on its own could take up books on end, and does).
Leveraging your strengths doesn't just mean working within the niche your business exists in. It also means playing on the actual skills you're good at. So if you're a strong writer, content marketing might make sense for you. Alternatively, if you've never studied paid marketing and advertising, your best path to growth is probably not through paid social ad campaigns. Of course, you may have other team members involved in your brand that can fill in the gaps that you have in your knowledge, leaving you more strengths to play on.
Be consistent with the efforts that represent your strengths. You might try twenty things that yield mediocre results before you hit the one approach that starts getting you big amounts of attention. Attention means traffic, and then the only way is up......