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Is Your Business Marketing to the 65%?

Is Your Business Marketing to the 65%?

Here’s a scenario for you…

I have 100 people I’ve swept off the street, 65 of them are in one room, and 35 are in another. You get to pitch your product or service to the people in one of those rooms.

Which room do you choose?

Was it the 65? Did you choose the room because you had more chance of reaching the right people? Just have a think for a moment what drove you to opt for the room you chose.

Look at the statistics

The Office of National statistics releases figures each year with handy tables that give us an idea of how UK Adults use the internet. The figures were last updated in August 2018, and they hold no surprises.

65% of UK Adults use the internet for Social networking – that’s adults aged 16+. We all know that we are living in a society where people are living longer and working well beyond retirement age, so don’t allow yourself to be fooled by the impact the younger end of the spectrum have on that figure.

I would urge you to look at the ONS figures. You should already have a good idea of the key demographics of your target market. Check out the relevant column – what percentage of UK adults aged ‘X’ use the internet to access email, social media, to research prior to purchasing? What are you currently doing in your business activities to make sure you have a chance of being seen when those individuals check their email or open up their social media feeds?

If you’re wondering where I’m going with this article – I have to be honest and say that I find it remarkable that I am still hearing the following…

Person A: “I don’t think there’s any point in social media for business.”

Me: Social Media is a fantastic way to proactively build brand awareness with an audience who may not yet know they need your services – but when they do, you will be top of mind. If they don’t see you, they won’t know or remember you exist.

What’s your target market? Ok, social might not be your thing but is it theirs? There will always be exceptions to the rule. Your social media presence has got to work for you and your brand – but ultimately, you will be actively engaging in a digital strategy for your audience. What do they need?

Person B: “I mean, does Social Media Marketing even work?”

Me: We’ve been in business for almost ten years at the time of writing this article – our business has been marketed using the strategies we preach. We have clients who started working with us in the early days who are still with us because it works, and other clients that are in their fourth or fifth year of working with us. Digital marketing works when you work it. If you are looking for something that you can throw some money at and see a quick return then no, it isn’t going to work for you.

As you can see, I always respond politely and try to answer the questions above with a positive attitude… but can I let you into a secret? If I’m honest, what I (and imagine what most digital marketing professionals) want to respond with is…

‘If you’re so convinced it’s a bad idea – WHY have you rung me?’

or

‘ARGHH!!!… OMG… OPEN. YOUR. EYES!!!”

Summary

The reality is – we are living in a digital world and whatever our attitudes to digital marketing we must accept the following:

  1. Yesterday’s clients use social media
  2. Today’s clients use social media
  3. Tomorrow’s clients use social media

The figures are out there to back up the argument.

It is time to join the social media party – no one wants to be left out in the cold!

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