March is a funny month. Nominally, it's the start of spring but inevitably, it isn't really. Here in Colorado's Front Range it's usually the snowiest month but has been unusually dry this year. I also got sick this month so time has felt like more of an illusion than unusual. With that as context, I thought the idea of a mad March hare is appropriate.
This month I've been spending a lot of time thinking about my clients' audiences and how to reach them so it was fun to dive into the second blog of my customer journey series. Also, I did an interview with The Founderist as part of Alkimie and one of the questions was about TikTok and what will happen to brands' marketing campaigns if it's no longer a usable platform in this country.
I think the answer is in two parts. First, if your audience is on TikTok and it stops being usable, they'll just go elsewhere and you should probably follow them. Second, if your audience is on TikTok, NOW is the time to think about diversifying and migrating them to something you can control - a newsletter, or get them enrolled in a private Slack channel. If your marketing strategy is totally dependent on one platform, that's problematic. We don't own these digital platforms and they regularly change the rules. Ask yourself, if Facebook/Instagram/LinkedIn/TikTok disappeared tomorrow, would you still be able to reach your audience? If the answer is no, I invite you to revisit your marketing strategy! And start by thinking about the customer journey.
A quick heads-up for April's newsletter - I'm going to be out of town at the end of April so April's newsletter will go out at the beginning of May. Don't miss me too much!
