Social media works for every business. It’s convenient, easy to get information out quickly, and allows you to reach new and existing customers. The main issue with utilizing social alone is they are limited, even though over 72% of the public use at least one form of social media (Pew, 2021) there isn’t one social media platform that reaches everyone. Reddit, a commonly unrealized social media powerhouse, touts a ⅓ of its users are unique and can’t be found on Facebook, and 74% are unique compared to Snapchat. So which social media should you use? The simple answer is, all of them that your key client base is on because there are gaps in the users of each social media platform. (Just make sure social media isn’t the only tool in your marketing arsenal to attract new customers.)
Social media is only one part of the advertising landscape; with so many other avenues a blended approach works best for maximum lead generation.
Social media is an incredible tool, but it’s not the only option. There are many other ways to market your business to reach millions of people easily and effectively.
- Search Engine Marketing: Utilizing the personal search habits of potential customers through sites like Bing and Google allows you to focus on potential customers as they are actively searching about a topic that relates to your business.
- Programmatic Advertising: Focusing on 97% of the internet and mobile apps with ad space allows you to target consumers while they are at specific locations, reading blogs, or simply because they match the demographics of your target market.
- Print Media: Magazines, billboards, newspapers, and direct mail are still extremely effective and can help you reach the 7% of Americans that don’t use the internet.
- Streaming Audio, OTT, CTV: Marketing on advertising supported streaming services lets you focus on the individual and their behaviors to serve your message across all of their devices.
The most important thing to remember is that it’s not just one platform that can help your business grow. The best way to get more exposure is by combining every channel.
Make sure social media is a part of your marketing plan, but don’t make it exclusively your marketing plan. This way if it doesn’t work for your needs, you are still reaching your potential customers through other avenues.
Social media should not be your standalone lead generation tool. It needs to be used with other marketing tools to help expand your marketing reach, to build your brand recognition, and create a complete voice surrounding your current initiatives.
Managing your marketing strategy isn’t easy, especially as you are managing multiple marketing channels. Don’t let yourself get overwhelmed with all of the options or even worse getting stuck in a single marketing channel and limiting your capabilities.
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