Coca Cola make a fortune being known for one product. A smart business should target a small market, promote their product to it and be remembered for it. Most businesses are scared to ‘niche’ themselves afraid they will lose potential clients. But it is what you get remembered for that is shared and brings you BIG gains in the long term.
I was inspired to write on this topic after reading a blog post by Motivating Mum who I recently had the pleasure of meeting and sharing a great conversation with.
So how is it related to Social Media you might say? Many queries I have from people is in regards to their business profiles and designs. Most often they want me to present them professionally in order to improve their business credibility.
Harshly, you have about 6 seconds to impress a client as to whether you can deliver the service they’re looking for. If it is in person then you have a second chance to connect with them through conversation, but online it is all about how you present yourself and the message of what you offer. So one of the first conversations I have when consulting with a new client is to ask them ‘who is your target market?’
You can have the best product or service in the world but if you are not promoting to the audience that best suits it, then your marketing strategy is like throwing spaghetti at a wall – some of it might stick (but most falls wasted).
I see so many businesses join the social conversations on Facebook and Twitter but not really considering who they need to be connecting with to get noticed by that important targeted audience. But instead they waste time joining ‘like ladders’ & ‘exchanges’ etc thinking numbers will get them sales.
So how do you find your target market?
Think about Coca Cola again for a moment. Everyone can drink it – but who do the advertisements target? Teenagers and the younger generation. Their media, the jingles, the competitions etc all target that generation. Of course, older people still drink it, but it is likely the research the company has done proves to them that is their most successful market to promote to.
All of this should be applied to your business, too. Here are a few questions you should ask yourself to assess what you want potential customers to remember you for and share word about:
1. What are your best selling items? If you are in the women’s apparel industry, for example, is it formal wear, daywear, nightwear, handbags? (look at your shopping cart sales figures)
2. What age are most of your fans or followers? (use your Facebook insights)
3. What network of Pages or Profiles are liking or following you already that compliment your product? (click on ‘see all’ likes or ‘followers’)
Once these areas are answered you will have a clearer picture what products you should be promoting and who to promote them to. Then my job of designing your Facebook Page, Twitter and YouTube spaces becomes a whole lot more effective!!! Knowing who to promote and attract customers from will essentially improve your list of buyers.
And then I work on helping clients create a road map of strategies that improves their social media marketing efforts and reduces any wasted time. If you would like me to help you in your business’ social presence by using any of our services you only have to contact us. Look forward to hearing your comments!