Unless you’ve been living under a rock the past two years, you’ve noticed Taylor Swift’s rise to ultimate stardom. The girl is everywhere. On the radio, in Diet Coke commercials, sweeping award shows and commanding BuzzFeed articles. While some would say that her billion dollar empire is just luck, Taylor knows exactly what she’s doing. She’s more than just a pretty face, she’s a marketing genius.
1. She’s never too good for any musician, celebrity or person.
A quick look at Taylor’s social media will prove to you how many friends she has. The friendship that marketers should pay most attention to is her friendship with Ed Sheeran. Before Taylor, Ed was a simple British boy waiting for his break. Despite being above him in every professional aspect, Taylor took a chance on him and launched his career.
No matter how big your firm is, never be too good for anyone. Yes, you want to remain competitive, but don’t turn your nose up at the small businesses: they’re the future. Imagine if your firm was the one to bring a business from a small startup to a household name. Your referrals and organic traffic would go off the charts.
2. She’s obsessed with her fans.
After the release of her 1989 album, Taylor took on some serious social media stalking to get to know her fans. She tweeted directly at them with photos from her album. This encouraged fans to go out and buy the physical copy of the album but also allowed her to connect with them on a personal level.
For marketers, becoming obsessed with your clients goes beyond just social media stalking. Knowing your client’s industry, product and target audience is key. Show your “obsession” with your clients by sending them cool articles you find about their industry. Send them detailed buyer personas. Create content that is exactly in line with their goal. This won’t only show clients how much you care about them, it will make them obsessed with you.
3. She gets fans excited about what’s to come.
The month leading up to the release of 1989, Taylor gave her fans a sneak peek everyday. Her sneak peeks into the “Bad Blood” music video got fans so excited that the video set a Vevo world record with 20.1 million views in just 24 hours.
From a marketing perspective, getting clients excited about what’s to come can be a little tricky. Strict calendar’s are in place and you don’t want to waste precious time waiting for feedback. What you can do is send them updates on the process and give examples of similar content generating lots of traction.
Involving your client in the process will get them excited for the outcome and will make them feel valued for being included in the creation. However, don’t set unrealistic expectations for the client. Nothing is worse than build-up that has no results.
4. She always goes above and beyond.
From her social media stalking, Taylor picked a few fans and surprised them with personalized presents for “Swiftmas.” Her 1989 album has three extra songs and a booklet full of polaroids for fans that actually bought the album. She sent a fan $1,989 to help pay off a student loan.
Start how Taylor did, and get to know your clients through phone calls and meetings. You can get a pretty good idea of what they want from just those interactions, but go beyond that. Spend extra time really getting to know their company. Tweet at them. Share any content they post on your social media. Give them materials before a deadline.
But that’s advice you can find from anywhere. Take it from Taylor and get even more personal. Send hand-written thank you cards to clients after they’ve bent over backwards to get you information. Show your appreciation with a giftcard to their favorite restaurant. If they go on vacation or leave, create a spreadsheet for them so they’re all caught up. Send get well baskets if you know they’re sick.
More importantly, create your client relationships intelligently. You want to make it clear that you’ve done your hard work and extra perks for goodness sake. Don’t post on your company’s social media sites that you’re sending gifts and cards. Get the client to share about it, and your referrals will increase.
Just because Taylor is selling music, doesn’t mean her tricks can’t be used for marketing. The billion dollar beauty is intelligent and strategic. Study her methods, follow her social media and you too may become an ultimate star.
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