Don’t rely on just one platform

Strategize for tomorrow, not yesterday

Just like in anything else, change is necessary and important. Change and adaption in your marketing strategy should be no different. Think back to when social media was just emerging. Facebook was brand new and TikTok was no where to be found. There was hesitancy and push back against using social media for personal use, let alone for businesses. Businesses were busy spending time and advertising dollars on newspaper ads, billboards, radio ads, and maybe Google ads. Today’s most marketing-savvy businesses had to change, adapt, and integrate social media into their marketing strategy. If businesses stuck to yesterday’s tactics, not only would they receive less attention from consumers but that attention would cost much more money.

Focus on underpriced attention

Often times, the force for change is monetary. Naturally, if the price of something begins to increase to where it is overpriced, alternative solutions will begin to appear. This is the case with advertising and the cost of attention. Today, the value of digital advertising outweighs the value of traditional advertising. If maintaining the integrity of your marketing budget is important, then chances are you’ll focus on areas where your attention and ad campaigns cost less.

Just because social media attention is underpriced now doesn’t mean that it will always be that way. The value of Facebook and Instagram ads is already less than it was three years ago and that trend will only continue. Eventually, social media will lose its position as the best source of underpriced attention and something new will take its place. Cost-aware and receptive marketers will always be looking where the attention is most valuable.

Go where consumers want to be

Your job as a marketer is to get your message in front of potential consumers. Naturally then, you’ll want to distribute your message on the platforms where your target audience already is. Many businesses do the opposite where they post content and create ads on the platforms they have been using and are used to. Aligning your content to your target audience and they preferred platforms should be part of your initial customer research.

Savvy consumers are usually the first to new platforms whereas businesses follow behind. If you’re target audience is on the move and you’re quick to identify new trends, this can give your business an edge and allow you to be first to a new space.