Create A Selective Media Strategy For Your Business
Don’t feel compelled to show up everywhere, every day
Mediums are channels through which sellers of products, content or services can connect with their audience.
With an abundance of media platforms today, many brands are stressed out by the notion of being everywhere — all at once. X, Facebook, Instagram, Pinterest, Snapchat, TikTok, LinkedIn, BlueSky, Reddit and on and on.
If you’re one of the brand builders with content, products or services who is plagued by what feels like an innumerable amount media platforms, and the content to create for such channels, I want to ease your mind and reduce your stress levels.
You don’t have to be on all platforms. You can choose.
Yes, I’ll say it again, you don’t have to be everywhere, you get to choose.
In my classes, I’ve had students conduct social media audits to see which platforms brands are using, how often they post and what kind of content they post. I was shocked one semester at Loyola when a group of students discovered that one brand (whom I’ve forgotten), posted 3x on Instagram on Wednesdays only.
That was their only platform, and the only day of the week they posted. This was earth shattering for me, and I realized right then and there that I too could choose when and where I would post.
My favorite foundational question in my marketing classes is?
What do you sell and who do you serve?
Once you define what you sell, you can create a unique brand identity and product promise to serve a specific population of people.
If the products you sell have a beautiful aesthetic, consider media platforms that allow you to show off the visual nature more through images and video. If you sell products which require more explanation, choose platforms which allow for more long-form content.
Choose wisely, choose well. Show up where you customer is, offer them value. Share with them how your product or service makes their lives easier. Don’t just market to tout how amazing you are. And above all, deliver what you say you will.
Happy Marketing.
Once you identify what you’re selling and to whom, it’s your job to show up where your people are consuming media. Which platforms does your audience use and what are they seeking?
Olivia is a C-Suite Marketing Exec, Author of 51 Brand Marketing Tips for Creators & Founder of Omerge Alliances & Freedom at The Mat. An NYU & Loyola Professor, she has led mktg at influential organizations such as Carol’s Daughter, VIBE, Live Nation, Ogilvy & more for 25+ years. A Native Memphian, now based in New Orleans, is a forever Harlemite (NYC) who travels extensively and blooms where she is planted.
