Is Trying to Reach Everyone Destroying Your Marketing Strategy?

Say these words with me: My product isn’t for everyone.

The above statement holds true for almost everyone in every industry, and is especially true for freelancers, marketers, and entrepreneurs.

Let me explain –  There will always be a segment of people who are not interested in your product, or have no need for it at all. Realizing this FACT sooner rather than later goes a long way towards building a successful marketing strategy.

When building your project you have a purpose, a defined vision of what you want to create and who it serves.  If your product is needed in the market, successfully designed, and at the right price point, marketing it effectively will likely lead to success.

When marketing a product, one of the biggest errors you can make is trying to include everyone. You don’t want to risk missing a potential lead or customer, so you widen the parameters to try and speak to as many people as possible.

Although this thought process is somewhat logical, it often leads to failure.

Instead of focusing on your target consumer and letting them know you have what they need, an all-inclusive message results in you missing the consumer you were trying to reach in the first place.  Trying to be all-inclusive ends up watering down your message and ultimately, your branding.

No matter how wide or narrow, you do have a target demographic, so target them. In today’s digital climate, consumer attention span is at a premium. So speak directly to your client base and forget everyone else.

Your product is not for everyone, and it doesn’t have to be to be successful.

The Hidden Marketing Trap: Why your design is beautifully ineffective

Graphic designers are artists. ​With a computer, the Adobe Suite, a cup of of coffee, ​and a few Lynda tutorials​, even the most novice graphic designer can become a modern day Da Vinci. ​

That’s obviously a gross exaggeration. It’s been said that you can essentially throw out your first two years of design work as mere practice; for most it takes many years on top of that to truly become a great designer.

There are some enormously talented designers out there. Being the person who is usually directing creative traffic rather than creating design myself, I’m often blown away by the amazing concept work that can be whipped together in a relatively short period of time.

So…after a concept is settled upon, the real work begins. Hours, if not days, can be spent choosing the perfect color palette, testing different typefaces, playing with lines – molding everything that is moldable until it is absolutely perfect. Except for one tiny detail:

The message. 

Wait. Isn’t the message the reason we are doing the design in the first place?

You’d be surprised at how often the message is the last part to be considered – when it should be foremost.

We can become so obsessed with making sure the visual is aesthetically pleasing, that we forget the purpose of the piece. Do not misinterpret what I am saying here. I believe in marketing through visual design. An image can communicate more instantly than words – if done correctly – but much too often the image is communicating something other than the product, business or service that is the subject of the advertising.

So I’ll reiterate… Graphic Designers, are artists, but Graphic Design is not supposed to be art.

As a Marketer, the only thing that’s important to me is accomplishing the mission that I have undertaken. Growing exposure, driving revenue, increasing conversions. There are many content creators that understand this, and the most successful graphic designers will always put the message first.

I strive for beautiful design whether from myself or my team, but I will never compromise the message to achieve it.

A Strong Facebook Foundation in 3 Steps

There are an infinite number of articles, blogs, and posts floating around in cyberspace that offer copious rules on how to craft a killer Facebook strategy.

I’m going to give you just THREE.

There is no single strategy that works for everyone. Every business, product and industry is different — and each needs to be treated uniquely.

So treat these less like rules, and more like core principles as you craft your Facebook strategy.

1. Pay Attention to Reach, but Focus on Engagement

Reach is how many people have seen your post, or how many digital “impressions” your post has registered. It’s a good indicator of how much exposure your product or business is receiving, but reach without engagement means there is a problem:

It means your audience is not connecting with your content. 

Engagement focuses on a user’s interaction with your post: a like, click, comment or share.  An increase in your Facebook engagement means that consumers are starting to connect with your brand, and by engaging with your content they INTRODUCE their social circle of influence to your post — and your business or product.

Reach is important for growing exposure, but engagement is your lifeblood.

2. Create Great Content

You would think this goes without saying, but all too often the major focus behind content creation is what we are going to get out of it.

The thing to keep in mind when creating content: it is not about you.

Social Media is about the people. Not about your business. Provide for the people and the people will provide for you.       – Matt Goulart

Create more value than you are trying to receive and you will see your engagement rates spike. Putting yourself in the mind of your customer will keep you focused on what excites them the most and connects them to your brand. You could say you’re establishing a relationship of service to future customers…

Pick one day a week to craft and schedule that week’s Facebook posts.  This will ensure your content is fresh and up-to-date, and will also help with maintaining consistency.

Giving you followers great content on a consistent basis will build trust between them and your brand resulting in increased organic engagement.

3. Understand Your Audience

You can’t know how to speak to someone who you do not know. Facebook’s Insights give you some basic information about your audience that will give you a better idea of how to connect with them.

Here are a few questions you should answer:

  • What percentage of Male to Female are your followers?
  • What are the two largest age groupings that your fans belong to?
  • Where does most of your audience live?

Just answering these three basic questions can completely transform the way you communicate with your followers.

The second part of understanding your audience comes by analyzing how they interact with your content:

  • What types of posts garner the highest engagement?
  • What days and times of the week get the best response?
  • What types of content gets a share — not just a like?

Remember when your parents used to tell you to do your homework? This is sort of like that.  Do your homework! Study your audience, what you learn will make an immediate impact on your social media strategy.

When planned and executed correctly, each one of these steps tie together. Understanding your audience will lead to better content creation.  Better content will grow your Facebook engagement with your followers, which in turn will increase your reach.