Earlier this year, I wrote about a targeted approach for selecting the right marketing channels for your business.
Heather Robson suggested the Test and Compare method in an earlier Reality Blog interview.
I decided to adopt Heather’s method. As a result, I culled one of our non-performing marketing channels, Twitter.
In its place, we’re trialing Instagram.
Well, there’s a bit of a story here…
When we first started Top Wire Traveller, I had no idea what marketing channels would suit best. Facebook and YouTube seemed like no-brainers at the time. Then I thought Twitter might work… I’m not sure why. My reasoning has disappeared in the mists of time!
We assumed we’d have lots of photos, since it was an outback travel website. And the best marketing channels for images are Instagram and Pinterest.
I chose Pinterest on nothing more than a hunch. Why not both? Because it was too much to manage.
As you’re probably aware by now, Pinterest has worked really well for our brand. In fact, it’s definitely our most successful channel. Our main focus to date has been creating brand awareness, and Pinterest continues to deliver for us.
The other stand-out for an image-rich brand like ours is Instagram.
As I said before though, we simply didn’t have time to add Instagram to our marketing stable. But now that we’ve killed off Twitter, it’s the ideal opportunity to give Instagram a run.
Unless you’ve been living in a cave, you’ll know Facebook owns Instagram. I have to say, that was another reason why I held off from Instagram for so long.
I wanted to see whether Facebook would mess with Instagram in the same way they have with Facebook.
In the four years we’ve been using Facebook for business, it has changed completely… and not for the better. Facebook has aggressively driven business owners into a corner. They want to squeeze every cent from us.
If you don’t play the game, then your business page fades into oblivion.
It seems Facebook is taking a gentler approach with Instagram, at least for now. We’ll wait and see…
But let’s back up for a minute. There’s another thing you should keep in mind when choosing marketing channels.
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