There are a lot of buzzwords in marketing and i'll tell you why.
Marketing people are the ones who coin buzzwords, and they love creating buzzwords about marketing.
One buzzword that gets thrown around quite a bit is SoLoMo. It's a term coined to describe three marketing phenomena: Social, Local, Mobile.
- The use of social media.
- Location based marketing, often powered by a GPS based device.
- Creating content that is tailored for those on mobile devices.
The problem is that many people think of this as a strategy. Choosing to participate in these channels alone is not a strategy.
Even still, some people prefer to think of it as a checklist
Is it social? Check.
Is it location based? Check.
Is it mobile? Check.
Then it must be good, right?
That's where many get it wrong. I am going to deconstruct all of this down to one thing: SALES.
Does it ultimately lead to more sales? Check yes or no.
Here are some more questions you should ask when advertising online in any capacity:
- Does it lead back to a page on my website with a lead generation form or a clear call to action?
- Am I tracking those visits and refining efforts over time using detailed analytics?
- What is my average cost per lead?
- What is my average cost per customer?
- What is my average CLV (Customer Lifetime Value)?
The point is this: Stop trying to hit all the fads. Create content that your targeted marketing persona will love and put it in front of them where they already are, whether its So, Lo or Mo.