Audience First: Am I Using the Right Marketing Tools?
Yesterday I talked about the level of activity small businesses do to get customers.
Unfortunately for many, they are working with good channels, but they are not active enough on them. You could have the best marketing strategy in the world, but if you are not executing it, it’s pointless.
(Part of what I work on with clients is developing a process where they can actually promote themselves in a consistent way that doesn’t eat up a ton of their time.)
The second big mistake with lead generation is using the wrong tools.
You may be doing tons of activity and trying really hard to promote your business, but if it’s the wrong platform or channel, again, your efforts are wasted.
The simplest and most straightforward way to identify the right channels is to observe your audience.
Here are some questions to start the process:
- Where is your audience? Geographically, physically and online.
- What websites do they patronize? What entertains them?
- What do they do in their spare time?
- What do they have to look at, attend, study, or watch (because of work, school, government regulations or some other heavy obligation)?
- What do they pay attention to? What is distracting to them?
- What apps do they have on their phone and how much time do they spend on each of them?
TV advertising is great for reaching the 50+ demographic. Not as effective for reaching 18-24 year-olds.
Snapchat is great for music and entertainment, but not ideal for promoting B2B enterprise solutions. Different audience, different medium.
Long-form written content online (blogging, editorials, guest posting, etc) will be good for reaching people who like exploring a topic in-depth, have a long buying decision process, and are looking for an authority in the field.
Video content will be more effective for an audience that has a limited attention span, is more visual and spontaneous (as opposed to deep-thinking), and is looking for a quick affordable solution that can be demonstrated over video.
See what your audience is already doing and paying attention to. That’s your opportunity.
Create content that fits in that medium, and place it as close as possible to those platforms.