Do you feel confused about which is the right digital marketing medium for your business?
With so many digital marketing media out there such as…
Social media marketing
SEO
YouTube
Etc…
Are you wondering, whether using all these mediums together would provide more value to your business or to use just one or two which serves you the best?
Are you stuck, not knowing how to figure it out?
Well, fret not.
In this article we will help you to understand how you can choose the correct digital marketing medium for your business.
Now before we talk about that, let’s take a look at what actually marketing is.
You see, marketing is a process using which you go out and reach out to your target group and then convince them that your product or service is the right fit for their problems, needs and their desires.
When it comes to marketing, there are so many forms.
Marketing is basically creating awareness about your product or service and getting them interested in buying the same.
The entire purpose of marketing is to generate LEADS not produce sales.
Selling is actually different from marketing.
Marketing is not responsible for sales but marketing leads to sales.
So marketing is about lead generation. And when you do the same marketing digitally, it becomes digital marketing.
So, how do you determine which marketing medium is the right medium for you?
To answer this question, you really need to look at your business and who your target audience is.
Now if you’re in the business of selling pimple creams then your target group is going to be mostly women in the age group of 18 to 24 who might have a pimple issue, so that’s literally your target group.
Now, if you are selling real estate properties or houses then your target group will be couples in the age group of 30 to 45 who live in a rented house and are actively looking to buy a new house.
Once you know your target group then you have to look at the digital medium, these target groups use actively and also think that if we advertise our product or service on that medium will it provide maximum value for that target group.
So for example, let’s take a scenario of a women’s clothing store that sells lingerie.
The target group for this would be women in the age group of 20-30.
For this store, advertising on Pinterest, Facebook and Instagram makes more sense.
The same target group is also present on LinkedIn; however LinkedIn will have no relevance whatsoever.
That’s because when people are logging in to LinkedIn, they are not thinking of buying lingerie…
…people are thinking about their jobs, professional stuff on LinkedIn.
Thus, even though your target group is present on LinkedIn, the intent behind them being on LinkedIn is completely different.
Therefore it’s not the right medium for a lingerie store to advertise.
Similarly, let’s say you are selling a health related product…
Like dieting, coaching, personal productivity, health and fitness services etc.
Your target audience is basically executives in the age group of 30-45.
Now these people exist on Facebook and Facebook is definitely the right medium to advertise.
But the target audience also exists on LinkedIn…
And since your product is more about being productive and health & fitness related, LinkedIn also can be the right medium for you to advertise.
The bottom line is, we need to look at who our target audience is and which digital medium they use the most and what is the intent of that target audience active on that particular digital medium…
…and ADVERTISE based on that.
Digital marketing is not about being on every medium out there but it’s about figuring out which is the right medium to get the most for your business.
One day a client came up to me wanting to sell his products to farmers over facebook.
And he was under the impression that Facebook would somehow magically grow his business.
But farmers rarely use Facebook so it doesn’t make sense at all to advertise on Facebook.
To reach out to farmers, you really need to go out there and use traditional mediums to sell your products.
For him, advertising on local WhatsApp groups in a particular region might make sense but still the scope would be very less since farmers are not tech savvy people.
But on the other hand, if he was selling fertilizers to people with their own gardens in urban cities selling online would totally make sense.
Organic fertilizers, special plants etc can be advertised on Facebook, Flipkart, Amazon etc.
Along with the different digital mediums, the strategy of digital marketing also varies.
If you intend to use Google as your marketing medium then there are two ways in which you can use it,
- Search engine marketing – advertising on Google
- Search Engine Optimisation – trying to rank on Google organically
These mediums again depend on your budget and time constraints and your goal.
Thus, to choose the right digital marketing medium for your business,
- Know your target audience
- Know the digital medium that they use actively
- And understand the intent of the audience residing on that digital media
If you want us to help you in choosing the right digital medium and the right digital marketing strategy for your business then register for 1-1 free strategy session with our expert.
