Before promoting yourself, or your business, online it might be a good idea to first consider the promotional mix. In other words, identify the right components for you business and target your efforts in the areas that bring in the best return.

The obvious examples to examine are the social ones because there are so many mixed messages in this arena. Everyone must have a Facebook account a twitter account, a Google+ account – right? Well consider this first.

Let’s say you had a twitter account and just tweeted every now and again, what are you really getting from that? The answer will of course be nothing, but perhaps the more important question is – does it matter?

twitter in the promotional mixLet’s say you had a twitter account and were forever monitoring and feeding stuff into it, then you might be getting something from that, but it might not be the right thing.

It depends of course on how the Twitter accounts sits in the overall marketing and promotional mix. If, let’s say you are marketing to the general public, and have lots of new offerings that you need to tell lots of people about quickly, then by all means a twitter account will make sense. If you are marketing to an industrial market and a have a fairly static offering that tends to run on longer term high value contracts, then you might find that the Twitter account has little impact other than the risk of it backfiring on you.

It may be regarded as important to have a Twitter account to make the business look ‘with it’, but an empty Twitter account may give the wrong impression and it may be tempting to fill it with ‘stuff’, that can often work against you.

So something like a Twitter account takes some consideration if it is to be included in the promotional mix:

  •        is it right for this web site / business?
  •        will it be used – will someone be available to drive it?
  •        who will read it – what will they be interested in?
  •        what is the optimum frequency of updates

Remember that 140 characters can take a great deal of work once you move away from inanities. If you want to direct people to valuable content, there really has to be some valuable content there to direct people to.

This type of evaluation has to be made for each component of the promotional mix and there is no one right answer. Each promotional mix has to be specific to the client concerned, highly personalised and highly focused.

I am picking on Twitter, but of course similar evaluations need to be made on other aspects of your social media presence and indeed the overall online promotional mix. Getting it wrong isn’t necessarily disastrous, but it can mean huge amounts of wasted effort in the wrong areas and ultimately wasted money and lost opportunities.

If you would like to know more about how to make this sort of evaluation on the promotional mix for your own business – let us know.