The truth is that the current state of Social Media is at the best it's ever been. The biggest brands in the world are investing millions of dollars into these social platforms because the cost to acquire a customer, expand their brand and promote content, is extremely low.
When you compare the reach of a billboard to the reach of a single Facebook ad, the differences are astronomical.
For example, in a billboard you are targeting anybody and everybody, without taking into consideration what they like, don't like, their age, gender, status and many other factors. In other words, there is no direct way to gather data or analyze the effectiveness of what you're promoting.
On the other hand, with Facebook and Instagram you can target people by their interests, hobbies, age, gender, the type of car they drive, the pets they have, the house they rent, the job they have, if they're married... you get the point.
Everything is trackable and scalable with digital marketing.
You want to sell candles to people that live in rural areas that are over the age of 50? Guess what, you can sell to them directly and make a huge profit!
By knowing how to use the machine.
With over 2 billion Facebook users, you better believe that your audience (aka. buyer) is using social media.
Unfortunately, I've heard many people reply to me "my audience isn't in Facebook", or "Facebook doesn't work", or "I ran an ad and didn't get any results".
Like any skill, learning to master the marketing machine takes time, discipline and practice. World renown Malcolm Gladwell said that to become a master at any craft you need to at least put in 10,000 hours.
The more you practice, the better you will get.
But before anything else, you need to perform some 'market research'.
Once you know your audience like the palm of your hand, you can test the different platforms and compare the results you obtain.
Want to test for 15 days which market responds best to your product or service? You can do that. You can focus on different objectives such as get people to your website, capture their information as a lead, get them to watch a certain video, create a catalog of the products you want to sell them...
The opportunities are endless...
As long as you understand your audience and what their interests are, you will dominate the market.
This is a great time to really go all in on social media.
For those of you that are applying this, you're one step ahead of the competition.
For those of you that haven't taken action yet, you still have time.
The ball's in your court.
It’s time to change it up and we’re here to help