• Ranu Kumari

You Need to Be Where Your Customers Are

Updated: Jul 14

Social media strategy is an integral part of ‘right’ marketing mindset. When they say that social media is the new word-of-mouth marketing, they make it explicit for all the marketers to understand that it indeed is in trend and is one of the current best practices that takes time and dedication.

So, is this where we go wrong in laying out the competitive strategy?

Certainly, yes! Mostly, it’s about prioritizing the social media platforms as you need to be where your customers are. The big question that arises is,” which social media platform should your business be on?”

What’s your overall goal?

Well, to answer the big question, you have to ask yourself more and more questions to get an insight into what are you exactly trying to achieve through your business, i.e. your comprehensive goal. Your comprehensive goal determines your strategy to handle social media, it being a “see” platform, you need to decide how you want to go about it to get the attention of your potential customers. Take, for example, a digital marketing agency and a long sales cycle business. The agency could use the “see” platform to put forward their best visual designs with quirky and witty phrases to attract their target audience. But, the business might have a tough row to hoe to make sales straight from the platform.

So, what do these businesses do?

The strategy for them varies from putting up their latest offerings to setting good support for customer grievances, making social media a “conversation” medium. It all comes down to you to decide how you should be putting up your substance for the current tech-savvy user base to get them engaged with you.

Do you know your target audience?

Social media is led by different demographic profiles, and for every business that itself has unique audience identity, it becomes imperative to understand the demographics of social media across networks. If you’re not convinced by the two liner pitch, I have an example to present that shows how wrong targeting leads to criticism at times.

A Hoover vacuum advertisement back in 1946, said that the best Christmas gift for a woman was a Hoover vacuum. This not only comes as a surprise to us but also to the woman in the ad with her perplexed reaction while receiving the gift. Now, this is not just an example of what a lousy targeting looks like but is also a sexist approach that hurts sentiments of an integral part of their target audience. Targeting the wrong audience or even a chunk of the right audience can sure lead your business in a wrong direction.

It’s time you start asking yourself few more questions regarding your target audience: What is the average age and gender of your target audience? Where are they located? What is their average income? What are their hobbies? What challenges do they face in their daily lives? Do they have kids? How do they seek new information? Are they tech savvy?

And many more such questions.

Also, decide which one of these are your loyal customers to give your strategies a specific direction.

#customers #socialmedia #wordofmouth


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