How To Find The Appropriate Social Media Platforms For Your Marketing Strategy
With more than 2,800 million people using social media at the end of 2018, brands continue to make social media 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 the popular networks of marketing in social 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 underutilized budgets, poor content and low return on investment.Instead of spreading, your content and marketing budget determine which social media platforms are right 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 can not 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 objectives. The brands use marketing strategies in social networks and their respective networks to:
- Increase qualified leads and sales
- Get involved with their target group
- Provide customer service on site
- Distribute brand content
- Build a community of loyal brand followers
- Promote product discounts / offers
- Generate relevant traffic to a company website
The possibilities of promotion with social networks are endless. However, without documenting your goals, you do not 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 networking 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.
The social networking platforms used by your competitors. This will help you understand which channels your brand should use. Also keep in mind the social media content tactics that your competitors implement. Having knowledge of the social network strategy of your competitors 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 networks strategy of your competitors, also consider which channels 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
Every social media network has an intended purpose.
- Image-based platforms: Pinterest, Instagram, Tumblr
- “Kitchen Sink” platforms: Facebook, Twitter
- Video networks: Vimeo, YouTube
- Professional, business-oriented networks: LinkedIn
- Location-based 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 photos of food and beverages and provide useful information to customers. It makes no sense for the restaurant to devote its time and efforts to a LinkedIn profile when the platform is aimed at professionals who want to establish meaningful 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 incoming 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 Hearing Is
Ultimately, the best platform (s) of social networks for your company is what your audience uses. It is not prudent to use your marketing resources to develop a strategy for a social channel where your target audience is not active. For example, if the majority of your target market prefers YouTube, you would not spend your time developing a LinkedIn strategy in depth.
Do you wonder where your audience spends their time online? Use this comprehensive SproutSocial guide to document the demographic information of each social media channel. It may surprise you what you think! Maybe your target market uses a completely different network for social networks than you initially thought.
Based on their research, SproutSocial reported the following general breakdown of the use of social media 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 elimination.
5% of adults use anonymous applications.
Also keep in mind 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 helps you develop a comprehensive social media strategy.
Quick Advice For Developing A Social Media Strategy
After determining which social channels your target audience uses the most, combine this knowledge with the previous steps to discover the social media platforms that best suit your company. Remember to consider your industry, the purpose of the social media platform and your brand’s goals to determine what 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 objectives
Put your brand in a positive light
They resonate with their target audience
Attract new fans and potential customers
Use These Tips To Create Your Social Media Commercialization Plan:
Examine The Platform
Before preparing a strategy, you must 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 analysis tools work within the platform.
Understand What Your Hearing 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 blatant content in our feeds. Understanding the content your audience wants to communicate with is the key to a successful marketing strategy for social media.
Does your audience prefer to watch videos or read articles? Would 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 leave their social media pages.
The huge amount of work required to regularly start, monitor and update a social media profile on a single platform is a burden. Now imagine the work that is needed when trying to obtain an active presence in the 7 categories of social networks!
It is fine 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!
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