People ask me daily how I choose where to spend my marketing dollars. So, let’s start with the non-negotiables and the most affordable.
Get a Website
A website legitimizes you and provides a place to store your content, direct your customers, and sell stuff. A website is the only digital space you truly own. (Read Build a Basic Website.)
Try Social Media
Social media is an excellent place to start marketing because it only requires time (not money). However, if you’ve used a network personally, that doesn’t mean you’re ready to use it professionally. Here, we’ll help you create a plan so you’re not wasting your time but implementing the best strategies for social media marketing.
Why social media? There were 4.48 billion social media users worldwide in July 2021, according to DataReportal. That equates to almost 57 percent of the total global population. The average user spends nearly two and a half hours daily on social media.[i] But how can you reach the right people on social media?
Match Your Customers with the Media
In Chapter Two, we discussed the importance of knowing your audience. Take that profile and find the social network that best matches your ideal customer. Here are a few notes on demographics and network characteristics to help you get started.
- Facebook users are more likely to be male (55%).
- Facebook users are more likely to be 25-34 (32%).
- Nearly 80% of users access Facebook on a mobile device.
- The most significant portion of Pinterest’s audience is women aged 25-34, with that segment accounting for 28.5% of its audience.[ii]
- Instagram is the most used social media platform among American teenagers.
Snapchat
- The average user opens the app 30 times a day.
- The network’s users are 59% female, and 82% are under 34.
YouTube
- If you’re considering video, you’ll find it interesting that 72% of Americans who use the internet use YouTube.
- Three people are hired every minute via LinkedIn.
- Fifty-one percent of American LinkedIn members have a college degree, and 49% earn over $75,000 yearly.[iii]
Social media stats change quickly; though I’ve given you several to start with, you might want to search to find out where your specific demographic is spending the most time online.
Master One Channel
Focusing on one network will allow you time to get it right. After you choose the right network, the first step in mastering a social network is listening. You can’t walk into a party and start talking about yourself, expecting you’ll make many friends. Instead, begin by observing the social environment. What are the popular topics? What is the background music like?
Check out the competition. Be inspired by what others in your industry or those with a similar audience are doing. Notice what types of content seem to get the most comments and likes.
Pay attention to your favorite brands. Which ads or posts get you to click the link, like, comment, or share? Usually, we’re very similar to our ideal clients. What works on you will likely work on them.
When you feel comfortable with the cadence of the conversations and the language and understand the audience, it’s time to add to the discussion. But, again, remember it isn’t all about you; it’s about them.
Create a Calendar
Create a content calendar to cover the topics your audience wants to hear. Putting what you’ll post on your calendar will hold you accountable and make it easier to post consistently without waiting for elusive inspiration.
Decide which days to post and when your audience will be most active online. For example, if you’re reaching business owners on LinkedIn, Tuesday at 10 a.m. might be a good time. On the other hand, if you’re a restaurant posting specials on Facebook, 4 p.m. on Thursday might be better. Either way, ensure your posts align with your overall marketing objectives and company values.
Here’s next week’s calendar for my client, a foundry.
*Note: This is ambitious, and we’re posting on multiple channels. Start small. It’s okay to post on only one channel.
Monday: We share #MoltenMonday on most of our social media channels. This post’s primary goal is engagement. These pictures of molten metal or other interesting sights around the foundry are fan favorites each week.
Tuesday: We’re posting a social media teaser about an upcoming feature on John McGivern’s Main Streets, a PBS show.
Wednesday: Wednesdays, we blog on our website. Then, we tease the blog on social media. This week, the theme is coordinating casting orders, highlighting the benefits of good communication across foundry locations. We also blog about our continuous improvement efforts, sustainability, or what’s going on in the industry. These meaty posts draw the audience deeper down the marketing funnel, get them to click through to the website, and call for a quote.
Friday: On Fridays, we focus on people. The foundry has a fantastic culture and wants to let the world know they care about people. So, this week, we’re doing an employee spotlight. Besides aligning with the company’s core values, these posts help with recruiting efforts. As a bonus, we’re sharing a previously published YouTube video on some of our networks this Friday.
Breaking into a New Media Channel
You might be ready to add a second channel if you’re comfortable with your primary network and keeping to a regular posting schedule. Here’s how to do it right.
It is tempting to go in several directions with your marketing. Instead, master one social network first, then consider adding another channel. Tracking your returns will be easier, and you’ll have more focused efforts.
Identify where the most significant impact will be. For me, this is LinkedIn right now, so I focus on communicating with professionals there.
What network will provide you with the most impact? Or what is prohibiting your growth? Set a goal on that key area and focus on how to achieve that goal.
Perform Marketing Triage
In the medical field, the focus is:
- Treat the pain or the symptom.
- Address the cause of the pain.
- Improve the quality of life.
The first problem in business (your pain) is the need to make money.
- Find your customer’s pain and show them how you can fix it.
- As your relationship builds, show them how you can prevent their pain from happening again.
- Eventually, lead them to a better condition.
Start With a Pain Killer
Start with a short-term plan to address your customer’s pain. Be scrappy. As a new marketer, you want to see a positive ROI fast.
Tactics that take time, such as SEO, aren’t where you should focus right now. Instead, try paid Google Ads or social media ads, where you’ll get momentum and cash flow. You’ll get the short-term ROI you’re looking for.
Later, you can work on long-term communication plans to help you grow sustainably.
If your second media effort works, double down; if not, cut it (or stop investing in it) and try another venue until you get something that sticks. Record everything so you can plan better marketing from now on.
Keep Customers Happy
Don’t forget to take care of your existing customers. Create a retention plan and referral program. It is less expensive to keep existing customers than to get new ones.
And where do you get more customers like your favorite ones? Their friends and colleagues!
An affordable way to nurture new leads and continue building existing relationships is email marketing. Consider a Customer Relationship Management (CRM) tool to keep track of your communication.
For help with your marketing call Terra at 715-584-6773 or schedule a no-obligation meeting.
[i] DataReportal – Global Digital Insights. 2021. Global Social Media Stats — DataReportal – Global Digital Insights. [online] Available at: <https://datareportal.com/social-media-users> [Accessed 23 August 2021].
[ii] West, C. (2024) 24 must-know Pinterest stats for marketers in 2024, Sprout Social. Available at: https://sproutsocial.com/insights/pinterest-statistics/ (Accessed: 01 July 2024).
[iii] Social Media Marketing & Management Dashboard. 2021. 100+ Social Media Demographics that Matter to Marketers in 2021. [online] Available at: <https://blog.hootsuite.com/social-media-demographics/> [Accessed 23 August 2021].