Which social networks are the most used by the target group?

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Choosing a promotion channel is an important decision for every company, but not a simple one . Some decide to leave their mark on all available social networks, and in the whole story without thinking, they also include Google ads. The motto - give a little of everything! On the other hand, most do not have unlimited budgets for digital marketing, which automatically means that with this approach we will spend a lot and achieve little.

If you are already panicking and don't know where to start, we suggest using the Similar Web tool . Enter the URL of the main competitor and you will discover useful information related to promotion channels. If you are already on the competitor's Facebook page, find the Page transparency field and select the Go to Ad Library option. In the Ad Library, Facebook itself offers us a handful of useful information about the way and frequency of advertising of a certain company, all under the slogan of business transparency. Use all the collected data to start your own creative juices. After a few hours of research, it will become clear to you which platforms are the ideal special lead place for your promotion.

Ask questions:

What tone of address brings the best results (direct address, formal, joking approach)?
Where is the competition promoted?
Are there certain periods when product/service promotion should be stepped up?
For our patisserie, advertising on Facebook and Instagram would probably be a hit. This year the situation is unusual, but in general the wedding season (May - September) should be used to promote wedding cakes to the maximum. The moment when the gardens open (if the pastry shop has a garden) should also be further promoted.

If the story of the big 4Ps already seems a bit complicated to you, we have to make you happy: theorists believe that additional 3Ps should be added to the basic elements. Additional elements refer to People , Process and Physical environment.

No matter how you approach this model, you've done a good job if the marketing mix allows :

adaptation of products/services to the needs of clients/customers 
creating a competitive advantage 
compliance of operations with available resources 
Determining adequate promotion channels, distributing the available budget, determining the tone of online appearances, designing promo campaigns and creating materials that will catch the eye of the target group - these are somewhat more serious tasks that, in our humble opinion, should still be left to professionals .
 

There are 3 types of product positioning :

functional (problem solving)
symbolic (growth of self-confidence, boost of ego)
experiential (emotional experience)
The ideal would be to position the product so that it optimally responds to all 3 requirements. However, in most cases we have to accept a compromise. Most companies prioritize functional positioning. Symbolic positioning is mostly related to luxury goods (an average car will get you from point A to point B in a similar way to a luxury car - it's a matter of prestige). Experiential positioning is an attack on the emotions of potential customers (remembering childhood, first love, festive mood, vacations, holidays...) and brings excellent results to certain products (or brands).