Till two decades ago, marketing was as simple as Printing, TV commercials or Word-of-Mouth. But since the day the internet has marked its entrance into this world, marketing has been redefined. Yes, the pre-existing marketing platforms are still available, but going digital is the next big thing now.
Initial days of digital marketing were not as challenging as they are now. Vendors are forced to include digital advancements in their marketing, sales and customer service applications due to tough competition. Survival depends on how much digital integration has been done at the business end. Concepts of eCRM, PPC, Engagements, CPA have made the entrepreneur’s and advertiser’s life difficult.
But much more than these concepts, the current challenge faced by advertisers or marketers is – Which Social Media should be targeted to get more audience or customers?
There are more than 100 social media sites and apps in the world and each social media has its own audience and sometimes there is an overlap based on the choice of content a user wants to watch, read, listen or share.
So which one to select when so many options are available for an advertiser? Publishing contents or ads on every social media is also not affordable? Therefore, what to do?
In this article, we will enlist steps to get more customers based on 4 criteria as mentioned below:
What is the goal of your company or campaign?
You must always start with this question to analyse if you are clear with the objectives of your brand, company or campaign or not. Do you want to increase brand awareness, or engage your audience with blogs or videos, or want them to visit and sign up on your site for lead generation, or finally do you want to increase sales? Your goal helps you to move to the next step to define who are you targeting and what do you want them to do when they see your ad or post.
Who is your target audience?
Now that you are clear with your goal, you need to identify whom you want to show your ad, videos, blogs or posts. You need to define your target audience – demography, interests, behaviour. If you are launching a new product or launching the company itself, then your target audience can be defined by conducting short surveys to gather data. But if your company or product already existed since a long time and some sort of AI has been integrated into your data tracking and DBMS, then defining your audience won’t be a difficult task.
Along with this, you need to identify the stage of your target audience at the buying process funnel. Based on the stage of the prospect, the message or the content can be personalized and published for each prospect.
Where is your target audience hanging out?
Today’s audience likes to watch, like and share funny videos, photos of tourist places and read reviews of places to visit or stay such as resorts or homestays, read articles written on celebrities, movies, politics and politicians, etc. Such contents are most often published on social media networks such as Facebook, Twitter and Instagram. They use tags, follow certain groups of people to increase visibility of contents or increase connection.
However, some social media channels are focused on increasing professional connections such as LinkedIn where people Follow and Connect to move ahead with their agenda. Pinterest helps users to share pictures of the products or services and is a very effective medium. Finally, to conclude, as a brand, you must decide which platform will serve best for your campaigns to run successfully. You must analyse which social media will generate the utmost expected result. But first, define your goals clearly and then move with your target audience and social media.