What's wrong with this question that gets asked SO often? "What is better for social media advertising? Facebook, Twitter, LinkedIn or Google? Or can you recommend another?"
It's astonishing how often this question gets asked in some variation or another. I'm going to tell you why the the question itself and its answers will get you nowhere.
Let's say you are headed to the doctors office to treat some illness. Without the doctor having done any tests or examining you at all you say "Hey Doc, do you think can cure me?"
Clearly, the doctor has NO idea what illness you have so any treatment he gives you is going to be a complete shot in the dark. Now, imagine that your whole business's success depended whether he could cure you, keeping in mind he has no information whatsoever what to base his conclusions off of. The odds that you will be cured are pretty slim. In correlation, the odds of your advertising campaign being successful are going to be Very Slim.
You are asking question #10 without having figured out the answers to the first 9 questions that should have been consecutively asked before reaching #10. By asking this question completely out of order or without all the other information you're guaranteed to get a wrong answer or no answer at all. I'm not being rude or mean here. It's just a reality that most people are unwilling to confront. It's something that makes us all fail and it has to do with a Lack of Being Specific or taking the time necessary on the earlier steps to get to step #10.
In order to pick the correct next action that will create a successful ad or campaign you have to have the specifics of exactly what you are advertising. I'm talking about knowing what your business is, what it does, how it operates day by day, how many employees do you have and what do each of them do? What are your business goals and what is your advertising budget? It's the mandatory examination phase before you can advertise on any platform. Once you have this nailed down and this information has been shared you can ask the question of which platform should you advertise on. Each of them have their own strengths in terms of effectiveness depending on the goal of your advertising. Some will tie into business better than others depending on your industry, the type of users etc.
Tip of the Day from me is GET SPECIFIC or PROVIDE SPECIFICS if you want an answer that will move your business forward.
The companies, Especially small businesses that are using the correct social media channels for their business are the ones that are making money. My clients get up to 1800% more attention than their competitors. Yes, you read that correctly. If you have failed in the use of social media for your business it’s because you are either using the wrong platform for your business or you are lacking the expertise on exploiting the use of that platform. Find a marketing company that knows what they are doing and pay them to handle your digital marketing. If you can’t afford it start setting aside as much as you can to put towards it for a year’s worth of paying a professional marketer and pay them to get you results. A successful company will not be doing their own marketing except for when they are just starting out and they should only do it long enough to afford pay a professional. Make sure you get proof of results from the company you hire before you start paying them. Doing this will give you the highest possibility of succeeding.
There is a Key to Marketing that is overlooked all too often. This leads many people thinking that they are “marketing”
something when they’re actually not marketing at all.
Products and services are constantly being created without doing proper market research. The buyer, the consumer, the
person that will be using your product or service is never consulted.
You have to look past your own opinion of what you think is right or will sell. As a good comparison, think of your personal
photos that you have taken over the years. They are Priceless to you. Those photos, however, mean nothing to everyone
else who don’t have some personal connection to them. Stop trying to “market” your personal photos!
Find out what they, The Public, want.
When a large number of people want something, that’s what creates value. Then and only then do you have something to market. It could be a better version of something that already exists. It can be something completely new that makes life more comfortable. The point is, people have to want it enough to hand over their green paper with the faces on it or give you those plastic digits. Simple but difficult. Hence the reason for most people failing when they opening a new business or creating a new product. Did they ever do the first step of Marketing?
Marketing (Done Right!)
Suffern, NY - Dunkin Donuts opens up in an area where there is a high concentration of Jewish people. They notice that no one is buying their breakfast sandwiches and there are not nearly as many customers coming in as they expected. They do a little research and find that the Jewish population living in this area doesn't eat meat, and in addition to that, they only eat kosher foods. If you are familiar with this belief you'll know that you can not mix meat or dairy with anything else. They are all kept separate.
Market research done!
Time to implement.
They put in separate sinks to make sure that dairy is washed separate from everything else. They get rid of the meat from all their sandwiches altogether and don't even carry it anymore. There is also a sink installed right inside the seating area for their customers as they found this was also something that was wanted. Then, they promoted their revamped DD as a kosher, meat-free DD. Guess what happened?
Exactly! The public came right on in and it's now a successful installation in the town.
It's too bad the Outback Steakhouse that opened up and closed almost as fast as it opened didn't do their research before moving into the area, would have saved them a lot of money if they just did a poking around to find out half the town didn't eat meat!
Coca-Cola - 1990s - "Cant beat the real thing". Still stuck in my head today.
This is a more complex form of marketing. But it's totally brilliant, and it's what makes Coke such a star in the marketing world despite recent mishaps.
In the 1980s coke launched a campaign to change Coca-Cola as we know it. A new name and a new product called "New Coke". They wanted to replace the classic coke entirely with this new product. Someone at the company thought that was the direction they should be going. Oops! They quickly learned after launching the campaign that it was the WRONG thing to do. People were down right livid that Coke was not longer Coca-Cola.
But from that disaster they learned something incredibly important that strengthened their position to a point of domination over their competitors. They learned that people had positive emotions connected with their soft drink. "I remember the time I had a coke with my dad and what wonderful memory it was" - to give you an example.
If you notice from that point on all the Coca-Cola commercials showed that it was an "experience" to have a Coca-Cola. People singing together, having a good time. How can you beat that ? You cant! Hence "Cant beat the real thing!" motto.
And there you have it. Prime example of using proper market research and then deliver what the public wants.