Selling Your Work is More Important than Infinite Reach
Our marketing clients are looking for tactical ways to grow their audience.
Growing an audience means increased visibility, and our team always wants to make sure you’re attracting awareness from the right people.
Want an example?
As we build Jacob’s Pillow TikTok, we are seeking pre-professional dancers of a certain age and skill level to follow us and gain interest in The School.
👉 Anyone can see, we have a pretty modest # of followers by TikTok standards, but last year, we saw our highest number of applications for The School programs, with a good portion learning about us via TikTok video views.
That’s finding the right people instead of angling for virality.
Always remember, awareness only matters if it leads to engagement and action.
Viral videos are exciting. But awareness without alignment, awareness without nurturing…
That won’t ever move impressions into those next phases of the marketing funnel. That’s what we mean when we say “vanity metrics.”
It’s more important to my team that we build your conversion or sales rate than grow your impressions or followers.
Often, an increase in impressions and followers will help us get there — as long as we can reach the right-fit folks!
So, yes, reach, impressions and follower counts matter. But only in relation to your programmatic and sales objectives.
If you find yourself more concerned about growth in awareness than growth in your business, you’ve fallen into vanity territory.
(Don’t be ashamed — we all do it. But please snap out of it, because it’s unproductive. Lol)
Our marketing strategies focus on consistency and messaging for a reason. We’re looking for the right kind of growth.