HOW TO FIND THE RIGHT SOCIAL MEDIA PLATFORMS FOR YOUR MARKETING STRATEGY.
With more than 2.8 billion people using social networks at the end of 2018, brands continue to make social networks a priority in their marketing efforts. While social media marketing is an excellent promotional tool and tactic, some companies do it incorrectly.
Brands and companies of different sizes make the mistake of trying to be active in popular social media marketing networks. In theory, the fact that it is on all platforms means that it has the potential to reach more potential customers. However, this leads to poorly used budgets, poor content and a low return on investment.
Instead of spreading, its content and marketing budget determine which social media platforms are suitable for your strategy. After all, not all social networks offer the marketing results you want.
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FOLLOW THESE STEPS TO FIND THE BEST SOCIAL MEDIA CHANNELS FOR YOUR BRAND.
IDENTIFY YOUR GOALS FOR SOCIAL MEDIA
You will not be able to refine your social platform options without knowing why you are interested in using social networks.
Social media can be used to achieve a multitude of marketing goals. Brands use social media marketing strategies and their respective networks to:
• Increase potential customers and qualified sales.
• Participate with your target group
• Provide on-site customer service
• Distribute brand content.
• Build a community of loyal brand followers
• Promote discounts / product offers.
• Generate relevant traffic to a company website.
The possibilities of promotion with social networks are endless. However, without documenting your goals, you don’t know what social media platforms can help you achieve them. Before starting a complete social strategy, you must determine what you want to achieve through social networks.
UNDERSTAND YOUR INDUSTRY
Some social media channels work better for certain industries than others. For example, visual platforms such as Instagram and Snapchat are ideal for industries such as hairdressing, gastronomy and art. On the other hand, professional platforms such as Twitter and LinkedIn are perfect for B2B companies that want to make connections and share information.
See the social media platforms that your competitors use. This will help you understand which channels your brand should use. Also consider the social media content tactics your competitors implement. Having knowledge of your competitors’ social media strategy will guide you in creating your own strategy by emphasizing the opportunities and weaknesses that your brand can take advantage of in those specific networks.
However, when analyzing the social media strategy of your competitors, also consider which channels they do not use. This can lead to a potential opportunity for your brand to take an unused position in the social media market for your industry!
KNOW THE PURPOSE OF EACH PLATFORM
Each social network has an intentional purpose.
• Image-based platforms: Pinterest, Instagram, Tumblr.
• “Kitchen Sink” platforms: Facebook, Twitter.
• Video networks: Vimeo, YouTube.
• Professional, business-oriented networks: LinkedIn
• Location networks: Foursquare, Yelp
• Niche networks: Reddit
When determining which networks you want to use, you must understand the purpose of the individual platform and how it relates to the content you share. For example, a restaurant would do well in the following networks:
Thanks to these networks, the restaurant can respond to customer reviews, offer menu updates, share tempting food and beverage photos and provide useful information to customers. It makes no sense for the restaurant to dedicate its time and efforts to a LinkedIn profile when the platform is aimed at professionals who wish to establish significant business contacts.
On the other hand, a marketing agency must use LinkedIn to connect with potential customers and video channels such as Vimeo to produce and share informational videos as part of an inbound marketing campaign.
Consider the content you plan to create and distribute and use this information to help you choose the right social media platform for your strategy.
GO TO WHERE YOUR AUDIENCE IS
Ultimately, the best social media platform (s) for your company is the one your audience uses. It is not wise to use your marketing resources to develop a strategy for a social channel where your target audience is not active. For example, if most of your target market prefers YouTube, you would not spend your time developing an in-depth LinkedIn strategy.
Wondering where your audience spends their time online? Use this comprehensive SproutSocial guide to document the demographic information of each social media channel. You may be surprised what you think! Perhaps your target market uses a completely different network for social networks than you initially thought.
Based on its research, SproutSocial reported the following general breakdown of the use of social networks for adults:
• 79% of adults use Facebook.
• 32% of adults use Instagram
• 31% of adults use Pinterest
• 29% of adults use LinkedIn
• 29% of adults use messaging applications
• 24% of adults use applications for automatic removal.
• 5% of adults use anonymous applications.
Also consider the interests of your audience regarding your industry and the type of content you want to share. This not only helps you select the right network, but also to develop a comprehensive social media strategy.
QUICK TIPS FOR DEVELOPING A SOCIAL MEDIA STRATEGY
After determining which social channels your target audience uses the most, combine this knowledge with the steps above to discover the social media platforms that best suit your business. Remember to consider your industry, the purpose of the social media platform and the objectives of your brand to determine which social networks you want to use.
Once you have decided to follow some social networks, you must put together a social media strategy. This social plan must:
• Realize your documented goals
• Put your brand in a positive light
• Resonate with your desired audience
• Attract new fans and potential customers.
USE THESE TIPS TO CREATE YOUR SOCIAL MEDIA MARKETING PLAN:
EXAMINE THE PLATFORM
Before preparing a strategy, you should know the social networks you want to use. Take the time to learn about best practices, the types of content that work well, and how specific ads and native analytics tools work within the platform.
UNDERSTAND WHAT YOUR AUDIENCE WANTS
As people, we use social networks to, you guessed it, be social! The last thing we want is to see a sudden ad or cheeky content in our feeds. Understanding the content that your audience wants to communicate with is the key to a successful marketing strategy for social networks.
Does your audience prefer to watch videos or read articles? Do you prefer to receive promotional discounts or start a conversation? Each audience and each industry is unique, therefore, investigate and negotiate accordingly.
MAKE A PLAN THAT YOU CAN STICK TO
Try to prepare a marketing plan on social networks instead of trying everything on social networks. If you aim too high and create content for a large number of social media channels, chaos may arise. This often leads a company to abandon its social media pages.
The huge amount of work required to start, monitor and regularly update a social media profile on a single platform is a burden. Now imagine the work that is needed when trying to get an active presence in the 7 categories of social networks!
It’s okay to select one or two channels and only focus on those networks. If you can create high quality content on these platforms, respond to customer inquiries on time and stay within your marketing budget, that’s it!
DISCOVER THE RIGHT SOCIAL MEDIA PLATFORMS FOR YOUR STRATEGY
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