As someone who works in marketing, understanding which platforms are the best to post on is seemingly an easy task. However, it becomes a much more complex task when there are so many different platforms to choose from and understand which has the best outreach for your specific audience. Currently, I work at a large technology corporation that is also invested in various markets, including food & beverage, healthcare, & utilities. I work in the public utility pillar, and with that come many industry veterans who have a vast understanding of the market. While this is great for understanding how products work and our target customers, it challenges our social strategy since social marketing is changing daily.
As the youngest person in the office and someone with a broad understanding of social media marketing and its benefits, I have been fighting for more social media opportunities. Currently, we are only using LinkedIn as our social media outreach resource. I have been gathering information and putting together a case for why introducing more channels would be beneficial.
So how does this tie into class? Good question; after discussing similar topics in class and completing the Social Media Marketing Foundations LinkedIn learning, I downloaded the overview sheet and used that to discuss the benefits of introducing Instagram and Facebook accounts to increase our customer traffic.
My company right now has LinkedIn and Twitter that provides VERY little engagement from current and potential customers, which is why I think we need to search across other channels. My argument for introducing Instagram and Facebook came after understanding how that ties in with our current marketing and target audience. Our audience that we are trying to meet and gain buy-in from is utility companies who are searching for a cloud platform to condense services & promote savings. With the target market, many of the decision makers we face are older individuals who may not be on the latest platforms but are on the “easy” to understand ones and search for information on them.
While many of my colleagues have argued that introducing a Facebook account would not be the best move, I disagree. With the age range of our target audience, Facebook fits perfectly, as well as the obvious fact that nearly everyone, regardless of age, has a Facebook. The same can not be said for Tik Tok, Twitter, & Snapchat.
Instagram and Facebook provide a low-cost way to offer more engagement among customers since we can post our win stories, blogs, and more on those channels as regular or sponsored posts. The low-cost targeted AD option also raises green flags since we could target those who have looked up utility providers or are listed on their profile as working at a utility. Additionally, given the size of both platforms, I think we would be reaching a much larger audience than we currently are.
Overall, I believe introducing these two platforms would provide more engagement and insights into our customer base and generate more leads. Given our primary focus right now on generating new pipeline and our low budget, I think introducing these platforms will help us see real results at a low cost.
- So, what do you think would be the best platform for utility marketing?
- Would you want to follow your utility provider on socials? Why or why not?
Referenced Resource: Social Media Marketing Foundations: The Pros and Cons of Each Social Network