29 Sep

Are You Fishing Where The Fish Are?

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Are You Fishing Where The Fish Are? JacobsMediaBlog.com

What on this green earth does that mean?  I am wondering if you are casting your line into the section of water where the fish have a higher chance of biting.  In business words I am wondering if you are marketing where your target market is.


Earlier today we had a conference call about a particular brand.  We were discussing demographic and psychographic information about this brand and my mind started to race all over the place about which social media networks would play best.  You see, just putting your brand on a social media network does not mean that the likes, follows, +1 and re-posts are going to happen.  Contrary to popular belief there is a method to gaining traction using social media marketing.


Social media marketing is not a game and a set it and forget type of business.  It has to be understood and researched then after placement it needs to be analyzed and adjusted.  Unlike TV or Radio advertising where campaigns run and then at the end rating points are made up social media marketing takes place in real time.  If we post a picture for a client and we see the likes, follows and shares take off then we know we have hit a nerve and we want to duplicate that but not in the next campaign but more than likely the next day.  We want to build on the momentum that we have just created.


Creating momentum starts with understanding your target market and what they like.  Writing content and posting content form them and not to them is what is going to make or break a social media marketing campaign.  You want to build a community and cultivate brand ambassadors so that they become an arm of your marketing team.  They become the marketing ‘employee’ that stay up all night promoting your brand and products.  You can leave the office while the sun is still out knowing that your marketing ‘team’ is still working but you aren’t necessarily paying them.


This only occurs if you have done your research and are fishing where the fish are.  If your target market is W25-54 then running a campaign on Instagram and Pinterest is a must.  If your looking to target CFOs and CEOs then your better off leveraging the power of LinkedIn.  You see that while these are all social media networks they are not all built the same.


Starting with a buckshot approach is a sure fire way to lose a client.  Start small and work on the key networks and then as you begin to gain momentum you bring in other networks.  Don’t be the first, be the best.  Allow your competitors to jump on a new network and make mistake after mistake and learn from them.


As an example of fishing where the fish I are I decided to run a test on a blog post I wrote for Cook Train Eat Race.  The experiment was to have the blog post go live on the CTER Facebook page and Twitter the moment it was posted to the site.  After a few hours I would post the link on specific communities within Google+, Facebook and LinkedIn.


The screen shot below was taken only 2 hours after the post went live on the specific communities.  Since you can’t decipher from what location on Facebook those clicks came from I can tell you that before the post went live in the specific area there 52 views from Facebook meaning that once it went into the specific community it received another 19 views.  G+ in that time generated 6 views and LinkedIn 2.


photo 1



Later in the evening I went back to check the days data and wouldn’t you know it but G+ and LinkedIn grew, but not as much as Facebook.  This is an example of knowing your target market, writing what they are looking for and then promoting the content in the right spots.


Screen Shot 2013-07-03 at 7.34.40 PM




Last modified on Monday, 29 September 2014 17:30
Jason Bahamundi

Jason Bahamundi is a marketing specialist with Sonix Studio, a web development, design, SEO and hosting firm with offices in Green Bay, Wisconsin and Dallas, Texas.  An MBA graduate from Iona College in New Rochelle, NY with a BS in Marketing from SUNY-Oswego Jason started his career in marketing in the television industry creating marketing plans for Fortune 500 companies including Pfizer, Clorox, Kraft and Darden Restaurants to name a few.

Jason is not only a marketing professional, but also an Ironman triathlete, which is to say that he knows no limits.  Being able to be creative on the fly is one of his assests and has benefited him and his clients along the way.

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