Stop focusing on trying to push sales and concentrate on building a brand.
Those were the wise words of 22-year-old entrepreneur Jack Allan, who established his firm 95 Social immediately after graduating from university.
Mr Allan’s idea was to make small business marketing big by pairing firms with knowledgeable students to find the most cost-effective and dynamic way to grow their brand.
Mr Allan told Aberdeen Grampian Chamber of Commerce business breakfast yesterday companies should make better use of the world’s online culture and human emotions to grow sales. He said: “The only thing that matters on social media is emotion. If your content makes no one feel anything it’s not going to be seen. It needs to hit someone. My first client was a local sport shop that focuses only on hockey and tennis.
“So what we did was post about a lot of other sports and the engagement we got was stunning because people cared.
“From there you can build your brand. That’s why dogs, cats and football do so well on social media.”
STV chief executive Simon Pitts and Joan Johnston, creative director at Bespoke Fabrics, also spoke at the event entitled the Art of Marketing.