Probably the MOST COMMON mistakes I see people make in their business has to do with MARKETING. Marketing is such a blanket statement to so many different types of tactics. And here’s the thing, you don’t have to do them all.
I know it can be tempting when a new platform emerges to want to jump on board, but what if that approach is really not what’s best for your business? We get distracted by shiny objects or new things and don’t want to be late to the game, but what if that’s costing you valuable time and resources?
Here’s the deal. Not all marketing is the same. Marketing tactics should be very specifically tailored to your business objectives and target market. Here are some things to consider:
1. Where does your target audience live?
This without a doubt should be the FIRST question you ask yourself. If you don’t know who your target audience is, that step needs to be taken before you can even determine where they live. Then, figure out what platforms they spend their time on. Do a little market research. ASK people! Think about the type of business you run too. There are platforms better suited for B2B vs B2C. For instance, I rarely tell my B2B clients to post on Instagram. Instagram is a visual platform for consumers. You’re not likely to find facility managers looking for fire protection services on Instagram, right? So think about that for your business too.
2. Do you have the time, energy and resources to put into that platform?
What I mean is, don’t half ass it! Don’t just create a Snapchat and list it on your website if you’re not pushing out consistent content. There should be a strategic approach for every social channel you join.
For example, I have a corporate client in the B2B space who wants to be on Pinterest. Cool, great, lots of benefits to Pinterest. But when thinking about who they’re trying to reach, the majority of their target audience ISN’T on Pinterest. I CAN see the benefit for search, but you have to maintain that account regularly for that to even matter. I did see the need to create an account for ONE specific brand out of the six I manage for them because it’s more visual/design focused. Originally, they had Pinterest accounts for four of the brands, but realistically I finally was able to coax them into turning our focus around on just that ONE brand and doing it well. Because truly, showing up and pinning 1-2 times a week was NOT working in their favor. They did not have the resources for someone to be pinning 5-25 pins a day on four different accounts. Changing the focus to one account made it more manageable, and made a huge difference in the engagement, reach and growth of that one brand.
3. Do a couple things really well.
Instead of trying to be on every platform, and creating all this new content for each platform, simply focus on a couple platforms and do them well! Really ENGAGE with your target audience. Provide a ton of value. Connect with people.
Are you strategic in your marketing approach? Or kind of just throwing shit against the wall and seeing what sticks? I’d love to help you put together a thoughtful, tactical plan to help you achieve the best results possible for your biz!
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