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With the prevalence of technology, people across the world are spending an increasing amount of time online. Be it through computers, tablets, smartphones or other devices, to be alive in 2016 means to be familiar with the Internet.
Marketing has transformed to satisfy this changing technological culture. This hasn’t meant simply taking advertisements previously seen on television, billboards and in newspapers from these mediums to the Internet, it has forced companies to change the way they think about advertising.
You have to market precisely, to the right people in the right way at the right time.
An engaging website and social media profiles are invaluable to your company’s business. Consumers want to know what you’re doing; they feel more comfortable purchasing from a business with which they feel familiar.
Above all, it is important to know your audience. Social media usage differs according to gender, and depending in your target audience, there may be a specific site that is right for your business.
According to 2015 Pew Research Center data:
- 77% of women use Facebook vs. 66% of men
- 44% of women use Pinterest vs. 16% of men
- 31% of women use Instagram vs. 24% of men
- LinkedIn usage is equal between men and women (26% vs. 25%)
- 21% of women use Twitter vs. 25% of men
Women are more active than men on these social media platforms, but men participate online in their own way. Leading slimly in LinkedIn and Twitter usage, Pew also reveals that 20 percent of male Internet users utilize online forum sites such as Reddit, Digg or Slashdot compared to roughly 11 percent of women.
In addition to knowing on what social media sites to advertise according to your target market, it is necessary to determine the right time of day. HubSpot reveals that there is a peak exposure time for posting on the following platforms.
- 12 p.m. to 1 p.m. on weekends
- 3 p.m. to 4 p.m. on Wednesdays
- 1 p.m. to 4 p.m. on Thursdays and Fridays
- 12 p.m. to 3 p.m. Mondays through Fridays
- 5 p.m. to 6 p.m. on Wednesdays
- On Tuesdays, Wednesdays and Thursdays 7:30 a.m. to 8:30 a.m., 12 p.m. and 5 p.m. to 6 p.m.
- 10 a.m. to 11 a.m. on Tuesday
- 2 a.m. to 4 a.m. and evening hours daily
- 5 p.m. on Fridays
- 8 p.m. to 11 p.m. on Saturdays
- All times of day and night Monday through Thursday with the exception of 3 p.m. to 4 p.m.
Online you have to market quickly and effectively; people are often trying to get to the content they really want to see, and your ad is standing in the way. Say what you do, what you offer and why you’re the best in a clear, succinct manner. The Internet is like television was in the ’70s, mainly entertainment. People are looking to be entertained first before absorbing marketing content.
Desiree Patno
NAWRB Founder and CEO