How can you make sense of what social media channel is right for your business? Should you focus on one or all of them? How do you sort through the multitude of choices and how do you measure – or at least attempt to measure ROI? Is this even the right question to be asking?
A few weeks ago a new client approached me to help guide her marketing department. They were struggling with how to use social media in their business.
I asked the team three simple questions.
- Where do most of your current and prospective clients hang out?
- What is the right atmosphere and time of day when your solutions (product/service) may be on their mind?
- How much time have you spent hanging out with your customers so that you have gotten to know them?
Facebook. Instagram. Snapchat. Twitter. LinkedIn. Pinterest? Marketers need to focus and place bets. You aren’t going to do everything with depth, so why not pick one place and invest your time to make it truly special. Don’t try and be all things to all people.
But what happens if you are focusing on the wrong tactic, because you haven’t even been listening to your customers?
Social Media Madness
Most brands I consult with tend to be spread way too thin. They go after every tactic without doing anything with flare. I’d prefer a client be masters of one platform instead of pretending they can be everywhere. But I like to take a deep breath and go back to basics. What do you know about the people you want to reach?
Counterintuitive Approach
Without sharing confidential information, the client in question had a service that customers used on weekends. My engagement with them didn’t start by sorting through social media channels. Instead, we arranged field visits to listen to customers. Many marketing folks like to hide behind the computer screen versus getting out in the field and have a cup of coffee with a current customer. My advice – step away from the computer.
After interviewing dozens of clients and collecting insights on the media consumption, it turns out that their customers and potential clients spent a disproportionate amount of time listening to traditional radio.
They were rarely on social media on weekends, and they spent more time in their car with the old-fashioned local radio. For this client, they were after a slightly older demographic and primarily men. They were using social media, but because the marketing team was young, they assumed everyone was consuming information online.
Know your Customers
Before deciding on which tactics to use, it is critically important you spend time walking in your customer’s shoes.
- What is their day like?
- When are they likely to be interested in your category?
- What type of media do they consume?
- What problems are they trying to solve?
- Have you asked existing customers what brought them to your company?
- What is the role of word of mouth in driving leads?
Before a marketing team starts solving problems, they need to invest time and energy in the community they want to serve. Learn what they care about and what stories they want to tell themselves. If your product is a part of their narrative, understand how you fit into their lives.
I advised my client that she was asking the wrong question about social media platforms. The right question was “how much did your marketing team know about your clients?”
Listening should be the first step in building a marketing strategy. The tactics will make sense if you start by pay attention and observing how your brand can be part of your customer’s success.
I provide acting CMO/VP/Director of Marketing services to small and mid-sized companies. Can’t afford a full-time marketing chief- let me help guide your team a few days/month. Email me for more info at jeffslater@themarketingsage.com
Photo credit: https://pixabay.com/en/photos/old%20radio/
