Before the internet and social media marketing was pretty straight forward. And he with the biggest budget usually won. Nationally it was about big and expensive TV ads, newspaper and magazine spreads in the most prominent places and all the best billboards. Small business would go local but even then, if you could afford a bigger, more prominent ad in Yellow pages you probably won. After all, Yellow Pages only published once a year.
The internet and social media have been a great leveller. You can now compete with anybody at a local or national level and often get higher in the rankings for less money than the big boys all by knowing your stuff. The Scottish Shutter Company regulalrly ranks No.1 in Google Adwords listings and pays less per click than it’s much better funded national competitors. All because they became masters of the art.
But with so many tools to choose from, how do you know which one is right for your business. It can be as confusing for you as for the Point Haired Boss in the Dilbert cartoon below:
How do you work your way through the confusion? I recommend starting with the decision tree shown in the infographic here:
If you are targeting people that are ready to buy, they are probably searching for products or services like yours. So you go down the left hand side of the infographic, choosing the tool most likely to be used by your target audience.
If you are trying to prompt people to thing about your product or service it’s a very different proposition. You still need to choose the tool that best fits your target audience but a large proportion of them won’t even be contemplating buying from anyone, let alone you. Here you need to think about building a relationship so that when they do think about buying, your product or service is front of mind.
For business to consumer, or B2C, you should follow the right hand side of the infographic. Understand where your target audience hangs out. Photographers are great on Pinterest or Instagram for example. You can sometimes prompt a buying decision with the right offer. For example, a local restaurant that finds Mondays to Wednesdays quiet might use geographically targeted tweets or Facebook ads to suggest people eat out rather than cook and enjoy 20% off or a free bottle of house wine if they dine Monday through Wednesday.
For business to business or B2B, it’s straight down the middle. There is some limited targeted marketing you can do with Facebook and Twitter, particularly using lookalike audiences for your ads, but first you have to have an audience for those tools to mimic. For me, the only place to get or build that audience is LinkedIn. In the B2B world the vast majority of your ideal clients will have a profile on LinkedIn. If you have the right style of profile that offers value and invites connections, it is the single most powerful tool to enable you to find and engage with your perfect clients.
If you’d like to a magnetically attractive LinkedIn profile and learn how to find and connect with your ideal clients join my three part LinkedIn webinar Bootcamp. Click LinkedIn webinar Bootcamp or on the screen for more details.