Using the Right Tools

Q. I use Social Media for my business, that’s all I need to do.

A. That’s a really noble thought, but that’s not exactly true.

While Social Media and Digital media marketing are fantastic tools you can use to reach and engage your audience, they are not, and should not be the end-all-be-all of your marketing activities.

You need to diversify your marketing and advertising activities; not focus only on social media.

Social Media, and Digital Media, are TOOLS as a part of your overall marketing strategy. Like having an informational brochure, business cards, letter head, and sales presentation, are used to distribute information about your business, Social Media and Digital Media are more tools to help you better reach your audience.

In this example, when you distribute your marketing collateral, (business cards, brochures, flyers), it’s practically impossible to track where they end up, if people are talking about it, if it gets into the hands of the people you want to read it, if it ends up in the trash, never even read.

With social media and digital medias, you can better measure the distribution of your message. These tools have measurement tools built in to help you see who, what, where, and when. They also help distribute your message, so that more of the people you actually want to see your message, actually do.

Also, you have to consider your audience. As an example; you run a seniors activity centre. Who is your audience, i.e. who are the people you need to know about your business. Yes, while seniors are the participants, not all will be the decision makers. You also need to target the participants and their decision makers, who are likely their children.

My 93 year old grandmother doesn’t know how to turn on a computer, but she can still make a decision whether or not to wishes to attend a specific activity. I’m not going allow you, my client, to waste your money putting a message targeting my grandmother ANYWHERE online.

For her, put it in the newspaper, or on specific radio stations; at the grocery store, in her mailbox; perhaps a TV spot or two if the budget allows.

However, if you are looking to reach persons caregivers, the likelihood they are using the internet to find activities increases dramatically. Change the message a bit, speaking to caregivers, and put it on platforms these persons are more likely to use and engage.

You wouldn't use a hammer for sanding, why use the wrong marketing tool?

To best reach and engage with your audience, you need to employ a variety of tools and avenues. You need to utilize the tools that best suit your targeted audience. Studies now show that the average attention span is now less than a goldfish. This means, you need to constantly remind your potential customer of your existence. Knowing which tools and avenues are best suited for your customer and your business, is a tiresome and difficult task for the average small business. I suggest allowing a professional to assist you with this task. It’s less of a headache for professionals, who are trained to think this way.

As you now see the errors of your ways, I'd be happy to discuss with you the various tools available, and the best options to help your business achieve your goals.