August 9, 2022

If a business does not use a social media channel then it is missing out o a very essential element for online marketing. In today’s digital world, many marketers see the value of social media and are confident that ROI can be achieved in the long run. Marketers enjoy enhanced leads with the least expense. Improve search rankings are achieved as well. However, the challenge now is to choose the best social media channel from the hundreds of platforms.  This is no ordinary feat for the marketer and business owner.

Establish social media objectives

The very first thing to do when establishing a social media strategy is to create high-level objectives. The marketer must know why and how a particular channels can help achieve the business goals This breakdown of objectives will be able to clarify if a channel is suited for the strategy or not.

Increase brand awareness

Consider selecting a platform with a large audience since this can help in targeting prospects.  It is important to identify personas and find out what additional advertising work is needed to support brand promotions. If the business resonates with the younger buyers then TikTok would most likely be an effective platform. It might also be good to research the social media advertising options that Facebook or Instagram offers and add this to the strategy.

Increase lead generation

Quality leads can be generated from social media platforms.  Through targeted campaigns, relevant prospects can be found and convert these leads to buyers.  According to eMarketer research 59% of marketers believed that social media platforms are the most effective lead generation tool.

Find out what channels are used by target market

When goals have been established, consider where the target audience is interactive online.  An Instagram account may not be effective if the clients belong to the 70 year old age group. A Pinterest post may not be attractive to business people.

When researching where the target audience is, it is vital to know the social media demographics.  These are data driven insights that will ensure that the strategy will work and the channels used can facilitate the nost effective approach.

A social media tool like Sprout Social can help analyze followers and provide important information on the platforms being used. An example is that women are more likely to use Instagram than men, Another is that 50% of LinkedIn users earn a salary of $75,000. These are demographics that can assist businesses to choose the social media channels to use.

The kind of content to create

Content is very crucial with the variety of types available.  The most important thing is that content must complement the business and brand.  Certain content forms may also be more effective than others.

Below are some types of content that can be shared on social media channels:

  • Industry updates, news, whitepapers(LinkedIn)
  • Video content (YouTube, TikTok, Instagram)
  • Image based content (Pinterest, Twitter, Instagram)
  • Editorial content (Medium, LinkedIn)

How many channels to establish?

It is unlikely that using one social media channel to highlight the brand will be used.  Do not also make so many channels as the business may be overexposed and spread too thin. If only one channel is used, this can affect brand visibility and the target reach can suffer.

A social media plan and calendar like Buffer can be used to save time and minimize resources by advance postings.The marketer can cross-post for added measure. This level of automation will greatly assist in the social media strategy. However, always start small to avoid any conflicts or redundancies as well as confusion.

Social media success for the business

The social media journey is not confusing if the basic requirements for establishing the strategy is made. Digital marketers who are experienced in this field can provide invaluable help if a DIY approach is not practical. Choose the social media channels to engage with after a thorough research on demographics and content needs.