Mariska Entrepreneur at Kerstens Voeten
Our company is targeting three very different segments in the market with different products and services.
Our company is expert in the area of agricultural machinery and Garden machinery so we have our target group on a proffesional market and a consumer market.
What is the best way to apply our marketing on social media. Just to focus on one group or make a mix so every segment is reached?
Arpit
George George Lellis✔CIM Chartered Marketer for profitable brand and business growth ►Food & Drink | FMCG & OTC | Consumer Tech
Although the brand equity is diluted, for your more effective activation you have to keep them separate.
The consumer one needs much more the affinity with the audience whereas the business one needs the assurance to be communicated to the business decision-makers.
Very rarely did the mix work out for a company. The branding strategy of each channel however is something that should be examined much before setting up so as to convert the targeted segments to potential buyers/customers.
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First, I would understand the customer for agricultural and gardening products. Are customers that buy agricultural machinery also buy gardening products or vice versa? If so then a mix would be a better option.
Consider a cosmetics brand like a dove, now people who buy soap will possibly buy a facewash. So, Unilever would promote their products under the brand dove. Another example, Daimler which sell truck and cars. They have a different approach to a customer who buys cars and customer who buys a truck.
Secondly, the use of social media for targeting groups. identify the digital communication channels that these groups use. Using social media, you can create different channels or page to target different group but need to understand if they need different message for different products.
Social media is a tool to help the customer make better decision to buy your products on their path to purchase a product.