social media awareness vs. mindshare in social media marketing

social media mistake: focusing too much of your social media efforts on creating awareness, not on mind share.

the primary flaw of many social media marketing campaigns today is the simple fact that they focus on creating awareness for a company and its products and services—instead of focusing on creating mindshare.

awareness has been a primary goal of social media marketing for the last several years. it’s the first chapter of every marketing 101 curriculum. so what’s wrong with awareness? well, once you create it, you begin to lose it.

let's talks about understanding your awareness-to-purchase timeframe

social media marketers rely on a constant barrage of market visibility initiatives—advertisements, influencer marketing, stories, feed-posts, retargeted ads, and promotions of every shape and color are almost non-stop (with minor seasonal fluctuations). if you’re selling laundry detergent, the average social media user is likely going to have a need for detergent within the next two to three weeks. if they see your ads and posts regularly, they’ll hopefully be swayed to buy your product when they do need it in the next few weeks. the awareness-to- purchase timeframe is brief.

as the complexity of the product or service that you’re marketing on social media rises, the awareness-to-purchase timeframe expands. you see an ad for the latest iphone, and you want one, but it may be several weeks or even a few months before you decide to buy it (you may, for example, need more time to save up for it).

but in the world of technology social media marketing, the awareness-to-purchase timeframe (the true sales cycle) can easily be six to nine months or much longer. when you launch your social media marketing campaign, maybe along with an email or influencer marketing campaign, you’re relying on the sheer chance that you reach decision makers who happen to recognize that they need your solution—and need it soon. you cannot expect them to remember much about you nine months from now when they finally reach the conclusion that they need to purchase something. but that’s precisely what too many social media marketing campaigns rely on today.

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Being true to my mantra of using the minimal amount of consumer gear to produce the best possible content, this video was shot with a Canon EOS m50 mirrorless camera with the help of a Rode Wireless Go mic kit, a couple of Viltrox LED lights and a Manfrotto Tripod. It was edited with Apple Final Cut Pro on a 13" MacBook Pro using music from Birocratic.com, video plugins from Pixel Film Studios and color LUTs from Noam Kroll.

Apple MacBook Pro -
Canon EOS m50 Mirrorless Camera -
Manfrotto 055XProB Tripod -
Rode Wireless Go -
ProPrompter HDi Pro 2 Teleprompter Kit -
Apple iPad Pro -
Viltrox L116T LED Light -

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