There’s no denying that social media is a powerful tool in the arsenal of any successful digital marketer. Still, not all platforms are the same. Taking an “across the board” approach to social media marketing isn’t a wise idea.
Instead, it’s important to realize the subtle differences of each outlet, and to tailor your messaging to the specific online audience you’re trying to reach. Here’s how to do it:
Fish Where the Fish Are
While it’s possible to find a customer who isn’t online at least part of the day, the vast majority of people these days never have their mobile device too far out of sight. That means you have to reach the customer first, rather than the other way around.
While it’s best not to get too chummy right off, building a relationship through social media should be a top priority. When people trust and feel connected to a brand, their loyalty and willingness to engage increases.
You can enhance this natural tendency by recruiting social standouts to support your cause. Simply stated, positive peer influence doesn’t end in high school.
Those SMART goals you learned about apply to social media, as well. Specific, measurable, achievable, realistic, and timely plans keep your small business from falling into a digital rut are essential.
If you don’t have the time, resources, or just plain desire to implement a consistent social media marketing strategy, you may be setting yourself up for failure. In that case, it’s best to reach out to an agency that can help you win hearts and minds online.
Clone and Craft
In the age of alternate endings to movies and books, customers demand a way to guide the narrative to the ideal in their minds. Creating multiple versions of social media posts (with slight variation) will provide you with valuable insight into the things your audience loves most.
In the end, while it might take some time to hit the digital sweet spot, you’ll soon identify the type of content that positively resonates with your crowd. From there, focus on consistently creating similar material, and keeping the best interests and incentives of your audience always at the top of your mind. ■