A question that we’re frequently asked at Brookstone, is ‘What type of digital marketing should we use?’

In our experience, we’ve found that lots of companies resist being drawn into digital marketing at all. They think that it’s too confusing, not to mention time consuming. With so many platforms to choose from, they worry about the number of posts they’d be expected to produce each day. It starts to seem an insurmountable task, and an unwanted burden, which they believe will stop them from getting on with their real work.

But you don’t need to use all the available platforms to get your message across to the right people. They key to success with digital marketing is to understand the message you’re trying to convey, and to target the right type of people. Once you’ve grasped that concept, you can focus exclusively on your intended audience, identifying the platforms that they prefer to engage with.

For example, if you’re in the business of selling fashion, you should aim to target Facebook and Instagram. These are far better options for catching the attention of your potential customers, rather than LinkedIn. But if, on the other hand, you’re involved in the engineering sector, LinkedIn will be a far more useful tool to you than Facebook or Instagram.

There are plenty of options when it comes to choosing digital marketing platforms, so it’s perfectly acceptable to use more than one of them at a time. But before you get started, you need to take time to understand your audience. Only then can you make the most informed decision as to which digital marketing tools will bring you the best results.