When going global, it is essential to connect with a lot of communities, and not just one. You could think that speaking to one general audience can be the way to go, but let us explain to you why it is not.
To connect with different communities, the most important tool to master is Marketing.
When communicating on Social Media, Marketing can actually be separated in two significant parts: macromarketing and micromarketing.
And in today’s article, we decided to focus on the use of micromarketing on Social Media.
But what exactly is micromarketing?
“Micromarketing is an approach to advertising that tends to target a specific group of people in a niche market. With micromarketing, products or services are marketed directly to a targeted group of customers.” Micromarketing Explained: Definition, Uses, and Examples (investopedia.com)
The most important part of this definition is that micromarketing targets essentially niche markets. Instead of creating one general content, you should create multiple content pieces adapted for individual target groups. Using micromarketing allows you to create a personalized marketing experience.
To put micromarketing to good use, it is essential to know which niche you are going to target. You can use different traits such as gender, profession or age. But it can also be based on where they live, their culture or their languages.
Micromarketing also has a lot of benefits. One that is very important for a company is that it will help you to build stronger relationships with your local communities on a global scale. That is mostly because since you are targeting one or several small groups, you can better focus on them and listen to their needs and interests.
So how is this type of Marketing effective if we only target niche markets and not only one general market?
To reach and interact with those niches, you will have to create customized content that truly speaks to them. And in order to do so, it is essential to have the right local content for your global target markets. It means posting content based on the norms and the cultures of your target countries.
Micromarketing is effective when it is applied correctly, for each target group.
However, micromarketing has its defaults. It can be resource consuming. Targeting several niche markets and consumers can become expensive. Since you create multiple regional accounts and need content for those, the costs can become super high. It can also be time-consuming. Researching for and preparing specific content takes time. You need to be careful about several aspects such as cultural peculiarities and the needs and interests of your audience.
That is why, at glocled, we take care of that part. You send us your local content. We then transform it to fit those aspects. We take into consideration cultures, languages, local trends and competitors. This way, you can have more time. And the good thing, you can now connect with each of your local communities globally.
So do not hesitate to contact us if you would like your content to be more adapted for your global niche groups.
Sources:
Comments