If you’re a business owner, you’ve probably been swamped with advice about what you “must” do to nail your marketing. We’ve all seen cringe-worthy attempts from companies trying to be relevant- picture attorneys in suits attempting the latest TikTok dance challenge. Sure, it can be good for a laugh, but does it really help reach the people you want to connect with?
Stop Dancing on TikTok
We at SOAR Media saw this trend popping up left and right and decided to have a little fun with it. We started a guerilla marketing campaign a year ago – cheekily named stopdancingontiktok.com – to get business owners thinking more about what’s right for their brand.
Find Your Rhythm
Now don’t get us wrong. Some brands have had a blast and built a following with TikTok dances. But what works for one brand doesn’t work for all. Viral dance videos might get you more followers, but do these followers become customers?
It’s essential to remember that there are over 200 methods of marketing and advertising, and social media is only one of them and Tik Tok is not even in the Top 10 of US platforms for followers. Knowing how to choose the right method can make all the difference in the world for your marketing strategy.
The best place to start is by asking some questions about yourself/your business. Consider: What do I do, and how does it benefit my customers? What problem does it solve? Looking ahead, who might I want to reach in the future?
A Personal Note
Once upon a time, I (the copywriter at SOAR, writing this blog right now) worked at a different agency (scandal). A senior member there couldn’t understand why I wasn’t creating more Instagram content for a client. She pointed to GoPro’s success on Instagram and suggested we could do the same. Now, reader, can you guess why GoPro might be doing well on Instagram?
The answer is clear: because it’s authentic to their brand. GoPro’s products are designed for action and capturing high-quality, immersive photos and videos in just about any environment. Instagram, then, is a perfect fit for them as an image and video-based platform. Their Instagram account is filled with captivating content captured by their users around the world, aligning expertly with the lifestyle and interests of their target audience. In contrast, their Twitter account has 2 million followers – literally 10 times fewer than their 20 million on Instagram. This also makes sense, as Twitter is a much less image-driven platform.
The Beat of your (Brand’s) Own Drum
So, let’s think about your business. If you’re not selling outdoor action cameras, then mimicking GoPro’s strategy might not be the best fit. It’s like trying to fit a square peg in a round hole- your message just won’t resonate the same way. Instead, your brand has its own unique value proposition and target audience. Understanding these, and crafting a marketing strategy that speaks directly to them, is the key to your success.
Remember, the goal is not to mimic another company’s success, but to understand what makes your own brand unique and communicate that effectively. Here, the guidance and experience of a marketing agency like SOAR Media can be invaluable – we’ll help you find the marketing strategies that fit your brand perfectly.
Tune into Your Audience
Every product, every service, and every brand is unique – and so are their audiences. Therefore, your marketing strategy needs to reflect this by honing in on the specific demographics of your audience. Demographic research is a vital component of this, as it helps you understand your audience’s age, gender, income, education, and more. But this research goes beyond mere numbers and statistics; it delves into understanding who your audience is, what they want, and where they’re most likely to engage with your brand.
Here’s what this looks like in practice. Let’s say you run a real estate agency. You conduct demographic research and discover that your primary audience is comprised of both younger, first-time homebuyers and older, established professionals looking to upgrade or downsize their homes. This knowledge can significantly impact your marketing strategy.
For the younger demographic, you might find they’re most active on platforms like Instagram, where they’re attracted to visually-appealing home tours and interactive Q&A sessions about the home buying process. Therefore, a good part of your marketing could involve creating engaging Instagram content like virtual home tours or live sessions offering first-time buyer advice.
On the other hand, your older demographic may be more comfortable with more traditional platforms like email newsletters or direct mail, appreciating well-curated listings and valuable market updates. Consequently, you might decide to spend resources crafting informative newsletters or market reports to keep these clients informed and engaged.
The beauty of demographic research is it allows you to identify and understand your varied audience segments. Consequently, you learn where is best to put your energy and budget to effectively reach each of them. However, diving into demographic research can be daunting, particularly when you’re focused on managing your business. The good news for you is that you don’t have to do it alone!
Let the Experts be your Trainers
As a marketing agency, SOAR Media is equipped with the tools, resources, and experience necessary to conduct in-depth demographic research for your brand. We’re constantly immersed in the world of marketing, keeping our fingers on the pulse of ever-changing trends, understanding what’s hot and what’s not, and identifying the best ways to connect with various audience demographics.
Our job is to take the heavy lifting of demographic research off your shoulders. We’ll delve into the data, spot the patterns, and translate our findings into a tailor-made marketing strategy that truly speaks to your unique audience. By partnering with us, you can focus on running your business, knowing your marketing strategy is in expert hands.
Instead of guessing your way through the labyrinth of marketing options based on popular trends (like TikTok), consider the smarter alternative. Our team at SOAR Media is made up of experienced marketing strategists with over 20 years of multi-industry marketing expertise. Yes, that means we’ve been in marketing before social media even existed! We’ve grown with it, learned to navigate the best of it, and helped our clients avoid the worst of it.
Your Perfect Performance
Your business deserves more than 15 minutes of TikTok fame. It needs a tailored, informed, and well-planned marketing strategy that really works for you. So, before you dig out those dancing shoes, let’s chat. Reach out to our team at SOAR Media today, and we’ll work together to create a strategy that fits your busi
Chris Lawton, SOAR's web development expert, brings over 39 years of experience in information technology. Chris served as the architect and director of IT and Enterprise Architecture for a US company in the US and Europe, where he was responsible for business systems across the continent. He led the team in implementing innovative solutions that streamlined business processes and improved efficiency. Additionally, Chris worked at Coca-Cola in Atlanta, where he was the architect developing and implementing strategies that enhanced website performance and ensured optimal user experience for 650 global websites and their infrastructure.
SOAR got its start with its Aussie founder, Olivia Malifa. Olivia has over 18 years of experience in the marketing industry. She has worked in all capacities and from all angles, serving as a marketing manager in both corporate and private businesses for over a decade before starting her own successful consultancy firm. Through her work in agency, Olivia discovered her true passion for combining creativity and strategy to serve a diverse range of clients across multiple industries.
SOAR's co-founder and COO, Anthony 'Anton' Forbes-Roberts is an executive, advisor and investor with over twenty-five years of leadership in Fortune 500 companies, entrepreneurial ventures, and nonprofits. His marketing experience includes leadership positions at Ogilvy Worldwide and Carlson Companies, in a career where he has designed, built, and/or sold programs driving over $500M in annual revenue. Anton's expertise in strategy & operations helps SOAR Media build, support and optimize its unique 'one stop' marketing services model on behalf of its clients.
Andrew Armanasco is a key member of the SOAR team, specializing in new business development, account management, and relationship management. Andrew holds a degree in Business from Tulsa University and has been in the industry for several years. He has worked throughout the Americas and the European Union, helping businesses with community development, land acquisition, manufacturing, expansion, sales, and distribution.
Behind every successful brand is one fundamental element: engaging experiences. As an Atlanta-native, Brand Marketing Strategist (Senior Account Manager), Kate Kisner has 13+ years of developing world-class events, acquisitions, brand concepts, and launches. Adept at developing methods to enhance visibility and market share by turning followers into clients, out-earning competitors, and increasing profit margins with forward-thinking, holistic brand experiences.
Moriah Deal is SOAR’s account manager with an impressive background in all areas of Public Relations and Marketing. She earned her Bachelor's degree in Science from Kennesaw State University, with a minor in Marketing. Since then, she has brought her skills to many industries. Moriah has written Healthcare PR copy with WellStar and the Georgia Pharmacy Association, done digital marketing for a carpet manufacturer that targeted Commercial Event and Hospitality spaces, facilitated social media marketing for a non-profit, and worked in graphic design and event management for a plumbing marketing department.
Delfina Booth is an interdisciplinary professional who excels in writing, marketing, and social media. She received her Bachelor's in Literature, Media, and Communication and Master's in Global Media and Communications from the Georgia Institute of Technology. Delfina is always creating; her academic background includes building two fantasy computer games, directing three short films, and studying abroad in Mexico City twice.