Don't Waste Marketing Dollars on Users That Are "Just Not That Into You"
DIY Sprocket Solutions
With the amount of time and effort we pour into marketing our businesses, you would think that we'd be more interested in keeping and reaching the people that are interested in our services/products vs those that aren't. However, it seems like a lot of businesses are looking for big numbers. More followers, more likes, and more sign ups. Sure, there's power in numbers, but what if you're wasting valuable marketing dollars on people who don't care what you're selling?
So, my friends, I have a few words of advice for you. You have to understand that not every internet user is interested in your company. Why not spend your time, effort, and money targeting those who can actually translate into buyers? What the heck am I talking about? Let me give you an example. What do you think is more important 32094 Facebook likes or a complete profile with up to date information and regular activity for your visitors? I'll give you a hint. It's not the numbers answer.
The strongest base you can build for yourself, in social media marketing, is social profiles that are kept up to date, accurate, and beefed up. Your first priority should be guaranteeing that people who are actively searching for your business are finding reliable and informative landing pages for your brand. Next, you target new and potential business. This can be through contests, paid advertising, specials, and more.
The key to targeting new potential business is understanding that not everyone is buying what you're selling and that's okay. You have to find out who your target audience is and then tailor your marketing strategies to reach that audience. It may not be a giant crowd. When I visit a businesses Twitter account, I don't really care about the number of followers they have. I care about how up to date their profile is. I care about how they are (or aren't) interacting with customers. I care about what they're posting and how frequently they are posting. This is not just a numbers game.
I can tell you, on a daily basis, that I am marketed to by businesses that I could not care less about. I needed a rental car three weeks ago and I'm still having ads pop up for car rental companies. I do not need a rental now; the moment has passed. I've found myself liking something on Facebook and suddenly being targeted by ads for different companies that might associate with that topic. It's a waste of an ad. If they are looking at their numbers, counting me as someone who didn't click, and readjusting their ad content based on those numbers -they might have a problem. Switching things up or spending more money isn't going to make me want to buy a new door if I'm renting my house.
I'm not saying that you should stop marketing to new clients. I'm saying that who your audience is is very important and you have to realize that not everyone needs what you're offering. Some people might click on your website by mistake. Some people might read your article and have no desire to poke around the rest of your site. Some people may like a funny picture that you posted on Twitter with a trending hashtag, but they don't want to follow you. And that's okay. Not everyone has to be into you and your business. You just have to know who is interested, or who could be, and make them your focus. Don't lose sight of your end game.
Disagree with me? Have examples of businesses that continuously market to you even though you're not interested? Comment below!