Written by: Vickie Sullivan | April 18, 2023
Be Strategic with Marketing, Not Reactive
Google and social media marketing platforms have a lot of control over who sees your content. They all have algorithms that determine search result rankings and what is at the top of users’ news feeds.
And each platform’s algorithm is different, as a recent MarketingProfs article points out. The infographic in that article outlines what makes content popular, identifying specific signals that the algorithms look for.
All that information is helpful, but let’s look at the article from a marketing strategy perspective.
Here’s a familiar scenario:
People and companies jump on a platform (or a market segment or a strategy) because they think they can profit from it. They go in hard, but then … crickets. Or maybe they receive some positive “atta-boys” and other comments, but few people visit their website or inquire about their services.
Still, they’re determined to make this marketing strategy work. So, they do more of the same and end up getting very frustrated.
Is That Marketing Effort Worth Your Time and Money?
Instead of jumping headfirst into a marketing platform, pause to consider your expectations. Evaluate what’s important in that environment and ask yourself: “Can I do that? Are the standards here easy or hard for me to pull off?”
For example, the infographic shows that video content is popular on some marketing platforms. But what if your videos are amateur and low-quality? Should you still post video on those platforms? If that platform is key to your marketing strategy, should you invest in video production?
As the infographic shows, each environment has its own rules of engagement. Social media platforms call it algorithms. Industry associations have unwritten principles. And market segments are filled with unsaid standards.
For smaller businesses, wasted effort is expensive. As you experiment with new endeavors, go beyond what you think might work. Instead, look at an opportunity from an expectation angle and ask: “Is this worth my attention and effort?”
Listen: How to Evaluate an Opportunity
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