The word ‘Marketing’ covers such a wide range of activities that it’s hard, sometimes, to know what to do first, for the best, or at all! (hello marketing paralysis!)
It doesn’t help that lots of new, shiny marketing propositions pop into our emails, onto our social feeds, and are referred to us by others pretty much every day, compounded by reports that this new ‘thing’ will make your content ‘go viral’, attract hundreds of new customers an hour, or give you that point of difference against your competitors.
I know, I’m being a little bit facetious here, clearly, but in all honesty, so many of us have real ‘magpie syndrome’ when it comes to marketing activity.
If something suddenly is launched, gets loads of positive press reporting, and our neighbour 2 doors down says it’s the next best thing, we jump on it, load it up & everyone working on it, because it’s the ‘new thing’, right? And why wouldn’t we?
Equally, if another marketing method suddenly gets bad press and everyone is ‘leaving the sinking ship’, so are we.
Inherently, new, shiny ‘things’ create interest in the human mind. We may not all adopt them straightaway (read more about Everett Rogers’ Innovation Adoption Model for further info), but they often create intrigue & a need/want to know more.
In marketing, this often seems to be magnified, with businesses jumping to be on the next new platform, adopt the next new tactic, or find the next new way to their target audience.
And here’s the rub…. their target audience!
It’s all well & good getting excited & a bit gung-ho when it comes to something new, but the consideration always has to be where your target audience will be.
If your target audience isn’t on a certain platform, if they aren’t early adopters themselves, and if there are better (as in quicker & greater returns on investment for your business) ways to communicate & convert them to buy, then perhaps these new shiny things just aren’t for your business.
Sometimes it’s the more traditional methods that give the greatest payback. Yes, of course, if you work a platform hard & you’ve got one of the first seats on the bandwagon, that’s great! Well done!
However, before you plunge your resources, money and time into something that perhaps is a ‘nice to have’ rather than an imperative target marketing method, think twice, as there could be other areas that work just as well, or maybe even better, that are already in your nest without you having to look outside.
Not sure of the best marketing tactics for your business? Finding your strategy just isn’t working?
Give me a shout & we can have an hour chatting over your challenges to find some solutions for you.