How to Pick the Right Marketing Method and Platform for Your Business
With so many established and emerging marketing platforms, it hard to know the best one for you and your business, let alone where to start. I believe that the key to sustainable growth in your business is finding ways to consistently show up for your audience on the right platforms, with the right content, and in the ways that feel most natural to you.
In this article, I’ll be giving you my best tips and advice on how to narrow down the right platform and marketing method for you and your business.
Know Your Audience
Before digging into the platform and method selection, it’s important to take a step back and evaluate who you’re marketing to and how you can show up for them consistently. This requires taking the time to get clear on your target audience and ideal client profiles:
What is a target audience?
Target Audience: Your target audience refers to the specific group of consumers most likely to want your product or service. Your target audience may be classified by age, gender, income, location, interests, etc.
→ Example: Millennial women living in the South, ages 25-50 with a household income of $100,000 - $250,000.
What is an ideal client profile?
Ideal Client Profile: An ideal client profile personifies your target audience, giving a detailed description of qualities such as demographics, values, desires, obstacles, pain points, likes, dislikes, media consumption, purchasing behaviors, etc. This information can help strategically guide your branding and marketing decisions. Typically, I recommend outlining 1-3 ideal client profiles, depending on how many different types of customers you might have or be after.
→ Example:
Sarah
Sarah is a 32-year-old, busy professional and mom of two who values quality, sustainability, and “clean” ingredients in everything she buys for her and her family (think: makeup, food, cleaning supplies, etc.) She enjoys a glass of wine most evenings after the kids are in bed, and on weekends with girlfriends or on a date night. She is short on time, and needs resources to make her life easier, while aligning with her values.
Age: 32
Location: Dallas, Texas
Income: $120,000
Occupation: Sr. Brand Manager
Life Stage: Married with 2 children
Real example of an Ideal Client Profile for a recent wine industry client.
When it comes to outlining your target audience and ideal client profiles, the more specific, the better. The more detailed you are able to get on these profiles, the better you’ll be able to understand, empathize with, and talk to your ideal clients.
Once you take this time to get clear on your target audience and ideal client profile(s), you’ll be able to gain a better understanding of the platforms that they might be spending the most time on, and exactly why they could benefit from your product or service.
Choosing the Right Marketing Platform
There are a wide variety of social and marketing platforms you can choose to have a presence on, and at first, it might seem like the only option is to be on them all. However, if you’re spread too thin and are only engaging once in a blue moon, you’re not having any real or lasting impact with your audience.
Instead of over-extending yourself on all of the platforms (think: email, blog, Facebook, Pinterest, Instagram, and Tik Tok), narrow down your presence to the platforms where your ideal clients are actually hanging out.
As yourself: Where will your presence and consistency make the most impact on your ideal client?
Pick one or two platforms, and start there.
→ If your ideal client is limited on time, quick, digestible content like Tik Toks, Reels, or Instagram posts might be the right fit for you.
→ If your ideal client is on the go, but values long-form content, emails or podcasting might be a great way to reach them wherever they are, with valuable content that is worth their time.
→ If your target audience is looking for visual inspiration or how-to content, Pinterest is a great tool. It’s essentially a visual search engine, so you use keywords to get seen by your ideal client.
→ If your potential clients are looking to be educated, seeking out learning or more in-depth, behind-the-scenes content, consider blogging or vlogging to help provide in-depth value for their needs.
Choosing the Marketing Method That Is Right for You
Once you’ve defined the platforms that make the most sense for where your ideal client is hanging out, now it’s time to narrow down the best marketing methods for you and your business. The key here is to really go inward and ask yourself what will be the easiest and most sustainable method for you, your personality, strengths, life stage, goals, etc? The key to a great brand is consistency, so you want to pick a method that feels natural, repeatable, and easy for you.
Stumped? Here are some ideas:
Maybe you’re an introvert who loves to write. You might explore:
A weekly (or monthly) newsletter
Blogging thought-leadership or value-based content
Photos with thoughtful, inspiring captions
Maybe you love to talk, and would take face-to-face over an email any day. You might try:
Starting a podcast
Hopping on Instagram stories for brief check ins or to talk on a subject
Maybe you’re into video and photo content. You could explore:
Posting a bi-weekly Reel or Tik Tok
Starting a YouTube channel to create valuable, video-based content
Sharing photos of your business or day-to-day process
Once you’ve determined the right platform for your ideal clients and the right method for your unique personality, be consistent. No matter where, how, or how often you decide to get in front of your audience, consistency is key to building trust and making an impact with your marketing efforts.
In Summary
There is no shortage of marketing platforms and methods for you and your business. The key is to get clear on the right method and platform for you and your target audience, giving you the clarity you need to go deeper in fewer places and have greater impact and longevity.
When deciding on the marketing platform for you, ask yourself where your ideal clients are spending the most time. Pick 1-2 platforms, and start there. When choosing the best method and approach, go inward to determine what method is going to be easiest and most natural for you and your strengths.
Once you’ve pinpointed each of these, the key is consistency. Choose a consistent cadence that you can show up in these areas so you can build trust and authority with your target audience.
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If you’re looking for help getting clear on your branding so you can show up with confidence and consistency, let’s talk →
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Hi there, I’m Blake!
Branding expert, graphic designer, and your new (personal) cheerleader. With over a decade of experience building brands, my sweet spot is helping passionate entrepreneurs like you grow their business with confidence and clarity. Let’s work together →