A Tale of Two Kitties: What Cats Can Teach Us About Social Media Marketing
The internet and cats — it’s become a combo as natural as peanut butter and jelly. Maybe that’s why it’s not so surprising that cats can teach us a thing or two about internet marketing, particularly when it comes to marketing on social networks.
Consider this, for instance: Wooing your marketing audience is a lot like interacting with a cat.
You want to earn a cat’s affections? First, you’ve got to know what kind of cat you’re dealing with. Similarly, you’ve got to understand your brand’s audience before you can target your marketing messages. Before I explain this further, let me tell you a story of two cats.
Mowgli is a coy cat. He likes attention — but only on his terms. If you just walk over and scoop him up, he will try to squirm away. And if you force him to cuddle anyway, he will make you regret it (think claws — lots of claws). Leave Mowgli alone, however, and he will eventually come climb up into your lap and stay there for hours.
Tony, on the other hand, is a social cat. This guy starts purring the second you look in his direction. Play time, sleep time, whenever — he can’t get enough attention. But ignore Tony and he turns into trouble-cat: You’ll find that he’s wreaked havoc on an upholstered chair, your glassware or maybe your luggage.
To hang with these cats, you have to be deliberate. You’ve gotta go in with a strategy — know what you’re getting into and how to reach out to them in a way that benefits everyone (and every cat) involved.
So let’s connect the dots. Are you considering your audience when you target your marketing message? Do you have a Mowgli audience or a Tony audience? Here’s what I mean:
Targeting to a Mowgli Audience: The Importance of Backing Off
Is your target audience older, more marketing-skeptical (like Redditors) or less likely to be hanging out on social networks? Or do you have a product/service that isn’t exactly social by nature (things that users would probably want to keep private, like certain medical services, come to mind)?
In this case, less is more. Don’t put off your audience by bombarding them with Facebook posts when they’d rather just find you through Google when they need you. After a strategic analysis with your internet marketing team, you may decide that social marketing isn’t really for you — or your audience. Your marketing budget may be better spent on boosting your website performance and Google rankings so when your clients are ready to come to you, you’ll be there. If you do choose to have a Facebook page, Twitter account, etc. you’ll want to go for impact — not frequency.
Targeting to a Tony Audience: The Importance of Top-of-Mind Awareness
Is your company marketing to a younger audience, one that’s more likely to have a high tolerance for social media marketing messages (and perhaps a shorter attention span)? Do you have a fun or engaging product/marketing message that lends itself well to a robust social marketing campaign, with lots of photos, posts, videos, etc.?
In this case, more is more. Just like I have to give Tony lots of attention to ensure that he doesn’t run off somewhere and break all of our glasses, to maintain your customers’ brand loyalty, you need to make sure you’re not neglecting your company’s social media presence. Find where your customers are most likely to hang out online (Facebook, Twitter, Instagram, Pinterest, LinkedIn, YouTube etc.) and keep your audience engaged with your brand through product photos, company updates, video tours, industry information, contests, deals, etc.
Unsure what type of audience you have — or how to market to them? That’s what we’re here for! Call COCG to talk strategy.