As a small business you may think that the options available to you when marketing your offering are overwhelming. This may be the case, but a solid Marketer will know that promoting your offering over a wide area isn’t the most cost-effective method. So, how do you ensure that you are using the right channels that work best for your audience?
In short, there are three questions you need to ask yourself:
Once you have the answer to the first question, the other two should be a lot simpler.
Traditional Channels: You could look at advertising in trade press, but this can be expensive and difficult to measure. Most media owners will give you a readership amount and also a guideline of the demographics of who is reading their publications, but these are not as accurate as most marketers operating on a budget would require.
Social Media: Most companies have a presence on Social Media. But which ones should you use? The idea here is to have a look at which ones your target audience is using. For example, if your target is 15-30 year olds then you’d look at Snapchat and Instagram as the majority of their users tend to be Millennials.
Facebook has a huge reach Globally with people of all ages using that channel. LinkedIn is more business-oriented, but the reach is low, with users only logging on once a week on average.
Your options are varied, so it is worth looking at the pros and cons of each. But promote your content on the channel that your audience is on. This will help them find you easier.
One benefit of Social Media is that you can target your posts to gender, age, location and also when to post (when the majority of your viewers are online).
But there is a downside: For your post to be seen by more viewers, most of these channels now are pushing businesses to go towards a paid model. If you choose not to pay to promote your posts then it is highly unlikely that your post will appear on the viewers’ feeds.
It is also difficult to truly assess whether your targets actually engage, as the channels will show you engagement, but not who has engaged? Was it your target, or someone else, or even worse – a bot.
Use a channel such as Koble, which shows you exactly which company is engaging with your posts. Allowing you to initiate contact with them directly via the chat app.
Whatever your message, it must resonate with your target audience. It is easy to create marketing that is informative, but if it isn’t engaging then you won’t get the desired results.
This is where a lot of marketers fall flat. They think that they must pump out content daily to get the reach, but they won’t get the response they want. Here’s a great tip: It’s not the quantity of marketing, but it’s the quality.
The key is to identify the unique features of your business and articulate how they benefit your customers. By showing you understand their needs and creating content around these needs will get more engagement.
You should measure your results, so you know what to improve, drop, extend etc. Assess your ROI for your marketing – what is working and what isn’t. No business will get it right first time, so test, refine and improve.
We know this, so we’ve incorporated strong analytical tools for Koble users. You can see what type of content works best (e.g. video, pdf brochures etc.) by looking at open rates, read/view times accurate to the second and also content shares. You can then add similar content to provide more information to your potential customers, engage them even more and create better business.