This video explains it very, very clearly:
If your client is on the radio, don’t dance on TikTok
You saw the video: boy looks at girl, girl ignores him, because she’s looking at your cell phone and not at what he’s doing so that she notices him.
Spoiler: the problem is not the content. It’s the channel.
This, which seems like a funny scene, happens every day in marketing. Brands give it their all: they record videos, create posts, strive to be “everywhere”… but they are not where it really matters: where their customer is.
Are you talking on the air?
Most of the companies we work with come with the same dilemma:
“We have Instagram, TikTok, Facebook… but we don’t have results.”
And our first question is always:
👉 Who is your audience?
👉 Where do you look for information?
👉 What type of content do you consume?
Because if your ideal customer is 55 years old, loves hiking, looks for natural products and watches YouTube videos or reads newsletters… why are you dancing on TikTok?
No, you don’t need to be on every platform.
You need to be where your customer is.
Define your audience first. Then, the channel.
It’s like fishing for trout on the beach.
Or selling anti-aging creams to a group of teenage gamers.
You’re going to make a fool of yourself (digitally speaking), get frustrated, and waste time and money.
So, before investing in networks, ads, or videos, the most important thing is this:
-
Who is your ideal customer?
Age, interests, economic level, lifestyle, problems, dreams, fears. -
Where do you hang out?
Do you read blogs, watch YouTube videos, listen to podcasts, join Facebook groups or specialized forums? -
How do you search for information before buying?
Do you ask friends, search on Google, follow influencers, visit price comparison sites?
Once you have this clear, choose the channels where you are going to communicate with him or her. And create content adapted to each one.
Because no, social networks are not magic. And a nice post is not enough.
Social networks are not magic wands. Neither are email campaigns. Nor are Google ads.
The magic happens when you use the right channel with the right message to the right person.
And this, although it sounds like a tongue twister, is at the heart of any marketing strategy that works.
Customer success story
One of our clients had an online store of natural products for women over 45. She wanted to do fun Reels on Instagram because “they are trendy”.
But his audience wasn’t even using Instagram.
After an investigation, we discovered that they were opening all the newsletters they received. They liked to read. They valued advice.
We switched to an email marketing strategy with explainer videos on YouTube, and their revenue grew 34% in three months.
And yes, without killing yourself for a second in creating “trending” videos on Insta or TikTok.
Conclusion: don’t shout in the square if your client is reading in the library.
Before you jump into creating content like crazy, think about your audience. Listen to them. Understand how they get information, where they spend their time, what makes them click.
And then yes: create a communication strategy that really connects with them.
If you feel like the guy in the video, jumping in front of someone who can’t see you, it’s time to stop, breathe and redirect your energy.
In Digital Marketing Lanzarote and Digital Marketing Fuerteventura, we say it clear:
💥 Less doing for the sake of doing.
🎯 More strategy with sense.
Can we help you define your communication channels?
Here you don’t dance for the sake of dancing. Here we communicate to sell.