Ever since I started working in marketing, small business owners seem to be constantly overwhelmed by two things:
- The marketing knowledge required to do online marketing
- The technical knowledge required to do online marketing
All of the talk about using Search and Social for a business was exciting, and some of them knew that there was something out there – but they were confused.
They didn’t know where to put their efforts.
They didn’t know where to put their budgets, especially as much of the opportunity appeared to be “free”.
Others, including people in marketing, were dismissive, especially of Social and Mobile.
One PR executive openly sneered and mentioned how temporary he thought social would be for his audience.
He was wrong, but he was also right.
He was wrong, because social and mobile have simply grown. Consumers use multiple channels before making a purchase, and that can include various social and mobile platforms, apps and websites.
He was right, because for his audience, social hasn’t yet delivered on its promise. It’s getting closer, but it’s not there.
That’s the key takeaway – his audience doesn’t use social channels to a valuable level. If they did, then he should be connecting with them using those channels.
How do you know which channels to use?
That’s where research comes in, because there’s a wealth of information out there. Specialist tools, and specialist people, can find it for you.
Before that first Facebook page is created, before the first Tweet is posted, before the camera comes out to Instagram some products: find out if potential customers are even there to connect with.
Audience, audience, audience.
Define your audience, then find out where they are.
Where they are is where the money is.