might surprise you . Compared to other targeted digital media , a “ reach ” to a Facebook audience is not cheap , or even close to the market rate for similar audiences .
Let ’ s get back to your 2017 digital marketing plans .
Start with an old-fashioned review of your goals . In the words of Steven Covey , “ Begin with the end in mind .” Be specific . For example , if one of your 2017 goals is to “ generate more sales ,” I suggest that is too broad . Instead , perhaps the real goal is “ to increase the market share among young families purchasing your service in Anchorage .” This specified goal helps identify a range of platforms that can work together to help you reach and engage these potential customers . For instance , targeting young families starts with young mothers , and online video is become increasingly important in reaching women of all ages . Online video in general , and YouTube specifically , have become a leading search tool . You can turn video into another member of your sales force by creating You Tube and Instagram channels devoted to your company products . With video messaging , your options are limited only by your imagination and creativity .
... Your ability to target your audience is only limited by your knowledge of their interests and what moves them to action ...
Keep in mind , it needs to be meaningful content to keep viewers engaged ; you need to know what will move them to action . Hence the need to cast a critical eye at your message exists . In the same fashion , your ability to target your audience is only limited by your knowledge of their interests and what moves them to action , be it price or value or the need you can fulfill . What does this have to do with Twitter ? As our past and future presidents have proven , Twitter allows you to talk directly to and with your most loyal fans . Your tweets can , for example , begin with the goal of attracting these customers back to your website and ultimately your product . So , instead of tweeting ( or posting ) a blatant sales piece , think about ways you would demo that product in person — testimonials , success stories , benefits and how to access . Then , make these things “ shareable ” so your current fans and followers can pass them along to their friends and networks . That is the ultimate social testimonial .
Specify your goal , identify your target audience , clarify your message and then deliver it wisely .
Today ’ s digital tools also give you the opportunity to monitor results in real-time . You now have immediate access to information regarding who sees your message , where they saw it , what kind of device they used , how they responded to the message . You should be actively using real time data to learn what works best . At a minimum , this means running multiple campaigns or themes to confirm what gives you the best return on your investment , and then shifting budget to those which deliver the best outcomes . Is this time consuming ? Yes . Is this complex ? Yes . But so is losing .
Lee Leschper Owner , Fireweed Strategies LLC
Circling back to the impact of social media in recent presidential elections , this is exactly what the successful candidates have done ; they identified the “ customers ” they needed , targeted them with messages that brought them to action , adjusted messaging based on what moved those customers to action and then garnered the results . Time will tell how the results play out in Washington .
How about your 2017 campaign ?
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