As a content strategy consultant, I often get asked what’s the best way to be on every single social media channel to amplify a message. The answer is to not be on every single platform.
Marketers often feel the need to be seen everywhere. The truth is, businesses need to be on the right social media platform. Being everywhere does not beef up your message. It does the opposite - it dilutes your message because a fixed marketing budget has to be spliced and diced and redistributed among several channels, some of which your target audience may never be on. It’s the same principle as valuable real estate. The key to appreciation is location, location, location.
Let’s say you are a maker of pistons. It is hard to see how your target audience, mostly business-to-business clients, will be on Instagram or Facebook, on the lookout for piston makers. It may help for you to be on LinkedIn, which is mostly for businesses, talking about the new technology that makes your product better which makes you an easy choice for your customers.
Your marketing budget may be spent even better on trade journals, by hosting events that potential clients may attend and by being heard and seen at industry events and on community forums. You could do well by getting your in-house experts to write thought leadership pieces on engineering or the future of your industry.
On the other hand, if you are a home baker, both Facebook and Instagram offer a convenient platform for you to showcase your...
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