Jerry Seinfeld, at the beginning of episode 5 of season one of his mega-hit television series Seinfeld, talks about the payment system for food in restaurants and how money has a different value (or no value) when we are hungry and when we’re full. At the beginning of a meal at a restaurant, we order whatever looks good to us at the moment, ignoring the end part of that experience. Then, when the meal is over, and the bill comes, we look all surprised and ask around the table; “Does this look right to you? If we are not hungry now, why are we buying all this food?”
There are two types of business owners we meet on a daily basis; The first one that knows exactly what they want, and the hungry one. “I want to be an online presence, I want to post daily on Facebook, Instagram (plus stories), I want to tweet, I want to have connections on LinkedIn, I want to have a YouTube channel.” Oh, and how did I forget, my favorite, “I want to be number one on Google.” Until the Google thing, I’m still into it, but once I hear that, I realize this is a hungry owner who doesn’t really do any marketing professionally right now.
Focus and keywords go together. In this case, focus IS the keyword. You see, posting to all channels at once and being everywhere is not a bad thing. However, the idea is to narrow down the audience, choose a target, and then create your content specifically for this audience. Part of my obsession with data-driven social media marketing is to try and build an audience profile that best describes my target customer.
It is not enough to know what their job description is (business owner, restaurant owner, spa owner, CEO, Executive, Co-Owner, Founder, etc.). You want to know what are their gender, age, interests, locations, hobbies, marital status, income level, point of interest, books they read, tv shows they watch, the team they like, the food they eat, the sites they visit and especially, their interest in growing their business. In other words, I want to know what will make them happy and make them buy so I can make better marketing decisions and create a better marketing plan for them to bring better results.
*More Data-Driven Content from HVMA:
Are you ready to get ROI from social media
You want to get the attention of your audience and potential customers. Imagine you knew in detail the audience that visits your website, what they click on when they visit, and what got them to bounce or click on other content on the site. The more relevant (TO THEM) the content is, the more likely they are to engage with it. If only we knew what they wanted…
Google Analytics and other software with great analytics can give you details about your audience, their behavior, and their engagement (or lack of engagement). In some cases, it is collected and analyzed manually for specific metrics. Regardless, in all cases, it gets you (at least) one step closer to being relevant and getting a bigger ROI from your social media and marketing efforts.
When you go to a restaurant, you do not order an extra main course just because it is nice to eat. You choose the one that satisfies you the most. You target that meal directly. At the end of the meal, when someone asks, “why are we buying all this food?”, you should say it is because you just hit your target. You just got your ROI.
It’s all about the results.