Missing the Target: When Your Audience Is Elsewhere
So, you decide it’s high time to run a social media marketing campaign and promote your business to a target audience, which doesn’t know about your existence, but desperately requires your services. So, the content plan is thoroughly written, the social network is chosen and you already feel the rays of the nearing success – but in several weeks comes the realization that the campaign is spreading slowly and that the growth of clients and visitors on social network’s account doesn’t correspond to your expectations. What is the problem? Most likely, you made a mistake in your estimations a picked the wrong social network for your campaign. Let’s sort everything out.
When talking of Twitter, it’s necessary to understand that this particular network should be either used in order to expand the quantity of links, or all of your co-workers should participate in the campaign. Otherwise this network can be useful if your business website has a personal blog (or if your business is connected with producing all kinds of news). Don’t count on this network too much if you are willing to promote a particular product or service – it can serve like a supporting network in this case, but nothing more.
Facebook is, without any doubt, one of the most useful instruments for SMM campaign and if your target audience is not rushing to your public page from all the corners of this social network, it’s most likely that you are just doing something wrong. Perhaps, something is wrong with your content, or your ads are not attractive. However, there is also a tiny possibility that you didn’t pay attention to the geographical and age statistics, so you should re-check this information as well.
Google +
This network is called social, but it is so not – nothing particularly changed since the moment of its creation. It doesn’t matter what niche your business takes and whether you produce services or products. It doesn’t even matter whom you are going to try to sell it. If you decided to attract your target audience through Google+, leave this unwise idea alone. Google+ is for SEO, not for SMM. Don’t waste your time on this and try to interact with your clients in another social space.
This social network is the most appropriate for those entrepreneurs, whose business is based on visuals. If your services (or products) are somehow connected with design, for example, Pinterest will be the most appropriate tool to promote your business. However, it’s also useful in order to display the results of various surveys or analysis through graphs and infographics.
Youtube
Youtube is priceless for those whose business is connected with various services, especially in the field of education. You could provide small ads or perhaps even some free trial videos in order to promote your services. This network is, perhaps, the most appropriate one when it comes to personalization of the communication with the customers. It is also very useful when you need to create a story of your company – nothing could serve as good as video materials in this case.
As you can see, most popular social networks are used on absolutely different purposes and not all of them can be used in order to reach your target audience. If you want your SMM campaign to be beautiful, it would be better to combine no less than two social networks and to use one of them as a tool to reach your target audience and to communicate with it and the other one – as a SEO tool. Good luck!
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