Go Deep, Not Wide
With so many platforms and social success stories out there, it’s easy to launch profiles on every one in an effort to reach as many people as possible. However, the everything-but-the-kitchen-sink social strategy can prove to ultimately be time consuming and unsuccessful.
Eric has found that for some companies, diving deep into one platform can help develop a base that makes transitions to other social sites later more impactful and successful. By focusing on a strategy that both appeals to a specific customer base and allows for time to engage fully in conversations on one platform, a company can build a committed following much faster than if you blasted content in front of thousands of eyes across multiple spaces.
He also understands that not all customers are created equal when it comes to the funnel. The funnel has multiple entry points and a marketer that is flexible, focused, and understands the customer’s needs at every level will seal the deal.
In This Episode
- Why robust social media marketing doesn’t mean getting leads to the top of the funnel
- How fast moving social leads to a lather, rinse, and repeat approach to strategy
- Why knowing the success of your content means understanding your audience’s expectations for each platform
- How going deep on one platform instead of wide on many leads to more authentic and committed leads
Quotes From This Episode
“Do you actually know what happens to that customer when they enter your ecosystem or is it all going to break if we jam everybody in the top of the funnel?” —@EricHultgren
“Marketers think that that marketing funnel is carved in stone and they start at the bottom and come all the way through the conversion point and that’s the end of it. We know that they can come in sideways. They can sit at the top and never do anything. They can go straight to conversion.” —@EricHultgren
“Whatever we’re trying to do, it’s becoming more important now that the reporting actually takes up a bulk of what we do on the backend because they want to know every single thing that happened with that campaign.” —@EricHultgren
“Telling stories is so rapidly evolving into a lot of different rabbit holes that you at least have to understand where it’s going so that you can make adjustments to what you’re doing right now.” —@EricHultgren
“You may have spent 15 minutes on it, but you can get up tomorrow and do it again.”The more authentic a story you can tell, the more connection you're going to have. Click To Tweet
“In the B2B space or certainly if you’re trying to reach anybody above 30, Instagram Stories is going to be a better get than Snapchat.” —@EricHultgrenYou don't need to talk to everybody. You need to just talk to the right people. Click To Tweet
“In order to be successful, you have to be highly inventive and go back to the storytelling.” —@EricHultgren
“The customer always has another choice. If they’ve got another choice, it’s my job to have that conversation with the customer.” —@EricHultgren
- Eric Hultgren on Twitter: @EricHultgren
- MLive Media Group on Twitter, Facebook, Instagram, YouTube, and LinkedIn
- #everythingismarketing blog
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See you next week!