Social media is an excellent tool that can help you boost your marketing efforts from mediocre to extraordinary. However, what happens if you’re on the wrong platforms and missing your target audience entirely? Time and money can be wasted on content that may never yield a return on investment, simply because you are utilizing a platform that your buying audience is not. When you tailor your marketing platforms to your product and audience, the return on your investment will be higher therefore helping you achieve your marketing goals.
Choosing the Correct Platform
One of the biggest missteps that brands and businesses make is wanting their company to have a presence amongst all social media platforms. YouTube and Facebook are the most widely used social networks in America, with Twitter, Pinterest, Instagram and LinkedIn following close behind. However your particular audience may utilize SnapChat or WhatsApp. The secret to successfully managing social media is to find the platforms that are best suited for your company, and focusing on putting out amazing content on a few networks, instead of creating lackluster content for all networks.
Identify which social media platforms will work best for your business by checking out D3’s helpful tips on finding your social platform below.
D3’s Tips on Finding Your Social Platform
1. Identify Your Social Media Goals
Before you will be able to narrow down which social media platforms your company should be using, you must first determine why you are interested in using social media. Are you interested in increased sales and site traffic? Or perhaps you want to promote a special discount on your products or services? Whatever your goals may be, it’s best to establish them first and then build your social media strategy around them.
2. Understand Your Industry
Certain social media channels naturally work better for some industries than others. When considering which platforms to use, it is best to start by identifying which social networks your successful competitors are using. This exercise will either direct you towards the correct platforms to use, or it will show you a hidden niche that your competitors are not yet utilizing.
3. Know the Purpose of Each Platform
When you understand the purpose behind each social platform, you can better understand which networks your company should be leveraging. Consider the types of content that you plan to create and which social platform it would be appropriate for. For example, visual platforms such as Pinterest, Instagram and Snapchat are great for culinary posts and artistic content, whereas Linkedin is better for sharing insider information and business to business content. YouTube is also a great tool for brands that are visually driven, not only will utilizing video marketing boost SEO and build your traffic, but 52% of buyers say that watching product videos makes them more confident when making online purchases.
4. Go Where Your Audience Is
In order to create an effective social media strategy, it is important to consider which platforms your target audience is using. Did you know that 61% of Facebook users are between the ages of 25 - 54? Do your research to determine where your target demographics spend most of their social media time to yield the best results in your social strategy.
5. Allocating Your Time
Social media is a 24-hour tool that requires time and effort. It is important to consider the amount of time that you are able to allocate to posting and interacting before you decide on which platforms you are going to utilize. Platforms such as Twitter require you to stay engaged and interact with your followers in real-time, whereas 85% of Facebook users expect a response from companies within six hours. Timely and well thought out responses are key, and your allocated engagement time should match the average platform users. For example, Instagram users spend an average of 27-minutes per day on the app, therefore your company should also be able to allocate 27-minutes per day on the app for engaging with your followers.
Did you find your Social Platform?
By understanding and implementing these five tips, you can optimize your social media marketing strategy and find platforms that will best support your particular business objectives and audience.
Still have questions? Overwhelmed by the options? Contact us, we can help!
Be sure to check out this month's D3 Advises Blog Post to learn more Social Networking insight and best practices.
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