One size does not fit all in the land of social media marketing. As a business marketing online, it’s essential that you’re able to reach your target audience. Why spend countless hours, planning, and dollars on marketing efforts that are being put in front of the wrong audience? You have to identify who your target customers are. What demographic are you selling to? Who are your potential customers or clients?
Once you’ve identified your target audience, you can get to work. You can’t just jump on social media, start posting, and assume you’ll reach your customers. It doesn’t work like that. Maybe you’re new to social media. Maybe you thought everyone and their mother is on Facebook. Maybe you’re wrong. Different ages and different interests use different social networks.
I’m not saying that Facebook isn’t wildly popular and that you shouldn’t have a Facebook business page. On the contrary! I believe that is extremely important. Do I think you should sink paid marketing dollars into Facebook advertising though? Not necessarily. Are your customers shopping there?
If your target audience is 15-20 year olds, don’t waste time on platforms that you won’t even find them on. Millenials are not on LinkedIn – they can’t spell resume. Okay, I’m technically a millennial myself and I AM on LinkedIn so I guess that’s not exactly true, but the sentiment is. I can tell you that I will buy something I see on Instagram, Pinterest, or Snapchat.
You have to be where your customers are. This doesn’t mean that you shouldn’t cover your bases. I think that having a strong foundation is where you start. Let’s say you have a local clothing store. Yes, you need a good website. Yes, you should be on Facebook, Yelp, Google Local, etc. From there though –you need to consider your audience. Who are you selling to? Where are they buying from?
Facebook ads might be great for a certain age demographic and promoted pins on Pinterest might be great for another certain age demographic. It all depends on your audience.
I still believe that multi platform use is valuable to businesses marketing on social media. It’s good for customers and clients to see a strong online presence. If they can find you in multiple places, it only reinforces the fact that you’re a real brand who is accessible, up to date, and relevant. Covering the bases and selling are two different things though. You have to do a little research into where to find a specific demographic.
How do you think different platforms help benefit brands selling on social media? Do you think a one size fits all approach can work? As a customer, where do you buy from? Are you finding the companies you want in the places you are? Comment below!