Once we promoted a project for the sale of sports equipment. Somewhere in the second month of promotion, I noticed that a competitor appeared whose product was better in all respects: price, quality, wide product line, free shipping.
We had already tightened our belts and were planning how we would “live” in the new conditions, fighting off the negativity “look how they are!”, But just a couple of weeks after the start, the competitor stalled, applications were not processed, the content stopped coming out. Death.
The business owner was simply not ready and could not or did not have time to reach a result. There are millions of such entrepreneurs who fly into SMM and give up in a week.
There are two reasons. The first one is “not ready”, did not calculate the strength, did not wait for the result, misunderstood the first tests. The second – crooked or inexperienced SMS men who derailed the train and could not convey to the businessman the essence of what was happening.
Important steps of SMM to promote your product?
Will you dig a hole a couple of meters deep with a plastic shovel or bluntly with your hands? I think yes, the question is how much time and effort you will spend. With a shovel you can handle it five times faster, with an excavator hundred.
So, it is with SMM. There are goods for which social networks are a bulldozer, there are goods for which a plastic spatula. They work, but they do not stand close to efficiency with context or offline.
- Products that have a clearly understood target audience are excellently promoted, they stand out with some specific interest or need. For example, medals made of wood, they clearly understand the target audience – athletes and their relatives, with souvenirs depicting famous writers – admirers of Brodsky, Yesenin and Pushkin. The logic, I think, is clear.
- A wide range of products are poorly promoted, the need for which is difficult to identify by behavior in social networks, it is often situational. Let’s take an iron. Everyone needs it, but they buy it strictly at the moment when the old one burned down, it is almost impossible to track it by behavior on social networks.
- As a bonus, products with a “beautiful picture” are well promoted, even if it’s a goofy dust collector. Bouquets of toys, roses in jars – what it is and why I still don’t understand, but people are buying it.
- Therefore, look at your product – whether you understand the target audience, whether it has potential in terms of sales on social networks. If in doubt, talk to promotion specialists in SMM communities, there are tons of sofa experts: they will appreciate it, throw cases, just not to work.