Welcome to part two of The Right Medium for the Right Message. In part one, we talked about the massive changes in the marketing landscape between the broadcast era and our current digital era, then doled out three tips for honing in on your message so you can speak clearly to your audience.
Today we’ll conclude with tips four through seven, talking about knowing where you belong and where you don’t – and what to do when you’re exploring uncharted media territory.
4. Understand which platforms your brand shouldn’t be on.
Don’t post and create content for a platform that isn’t aligned with your brand’s positioning and your audience.
As an example for aligning your brand positioning with your audience, the Martha Stewart Living Instagram has it down: over 657,000 followers and 2,398 posts – quite popular. And it should be – Instagram is a perfect platform for her brand. It’s image based, which is great for showing her flower arrangements, home products, food, etc.
Pinterest, where her page has over 760,000 followers, is even more perfect: an audience largely made up of women over 24 who are interested in food, home design and crafts – on fleek for Martha’s demographic.
Now, say you’re in the tire-selling business. Is Pinterest a place you want to spend a lot of time and energy?
Probably not. Best bet is to concentrate efforts on another platform.
5. Test new platforms only if your niche audience is there.
With one big exception: Give new platforms a shot for one-offs for a specific event – like doing a live stream on Periscope when launching a product.
6. When you’re testing a new platform: get in there!
Learn the ins, outs and engagement customs of the new platform. When you assume you can interact the same way you did in other platforms, and you’re much more likely to suffer through an embarrassing faux pas.
7. Use a DAM to manage platform-specific content.
Content and social media managers are working fast and furious every day. Having a resource they can depend on for brand-consistent imagery and content is essential for their work. And if those DAMs hold platform-specific image sizes and messaging tone, even better – you don’t want to go off-brand because a wide-angle image had to get cropped for Instagram.
Platforms are going to continue emerging; new communication channels will continue to evolve. Developing a strategy on how to engage and stay on brand will empower continued evolution and audience relevance – wherever that engagement takes place.