A few months back I had written a post on the Clayton Christensen experiment on What’s the job of a McDonald’s milkshake. That’s a very pertinent question for everything that you do in marketing. If you’d like, you can go on YouTube and search for the video, on this experiment.
Every email you make, every campaign you run, every media that you choose should have a very clearly defined job description. If you mess up over here all your decisions will be muddled and you won’t get your results.
I was discussing yesterday with a media company on the relative merits of YouTube, Instagram etc. One thing which came out during the discussion was that people choose Instagram over YouTube for running campaigns because they can generate followers faster.
Which got me thinking. Is the objective of choosing a platform only to increase followers which then led me to the base question again of what’s the job you want your video campaign or any other marketing activity to do.
Blindly creating followers should not be the job. The job in my opinion, if I was the advisor to a company would be to say – create followers of a specific kind with certain characteristics defined, which should eventually get converted leads and subsequently business.
If your campaigns on Instagram can achieve this objective, then its the right medium, if not , you need to figure out a different medium. That comes back to my favorite term, Testing. So even though all your planning suggests a given medium, based on the clearly defined job, only testing should clearly confirm it.
Let the market decide during the test about what is the right thing. Once you get your test results then go the whole hog to get business.
Most social media platforms will have a lot audience including yours. The next stage of your testing should include how you can get your ideal customer at the lowest possible price. The economics will decide your staying power . At the end of the day your marketing stamina will decide the winner in the long run.
Till next time then.