Once upon a time, there were billboards, newspaper pages, ads, and word of mouth. Today, these means of promotion haven't completely disappeared, but the vast world of digital communication has overwhelmingly overshadowed them.
Search engines, websites, and social media are now essential spaces where a company must be present to be known and recognized.
Social media, in particular, is a platform where every brand can significantly engage with its potential customers. As a result, many companies rush to establish a presence on every social platform, thinking that being everywhere will help capture more customers.
Unfortunately, this approach can quickly backfire because it lacks a strategic, medium-to-long-term plan. When it comes to social media presence, "less is more" is the mantra of our social media marketing strategy.
Before rushing to create profiles on every social network, the first step is to identify your target audience, or in other words, your ideal customer. The reason is simple: for a window and door company, for example, I wouldn't recommend TikTok or Snapchat, which are typically channels catering to a much younger audience.
Your target is crucial because, in order to reach it, you need to speak its language. This is why a preliminary analysis is useful in identifying the market segments that are most relevant to us.
Only after this analysis, based on the findings and the values we want to communicate, can we determine which social channels best align with our messages and goals.
By narrowing the scope of action, we increase our chances of engaging with a clientele more aligned with our business and avoid wasting time, money, and energy on channels that speak a different language from our ideal target audience.
