Anyone who has ever been in a relationship knows that how you say something is as important as what you say. According to DailyMail.com, researchers from the University of Southern California have developed an algorithm capable of predicting the success of a marriage based on the how, not the what, of communication.
If message delivery can determine the success of a marriage, surely it plays a role in the success of digital marketing, especially when it comes to social media. No matter how great your message, if you fail to deliver it via the proper marketing channels, it may never reach your target audience.
Quality Beats Quantity.
You don’t want to make the mistake of building profiles on all of the big social media outlets. You will end up spreading yourself too thin and wasting your time. However, you don’t want to make the mistake of building your social media presence on just one site. There is no magic number for how many profiles you should have, but there are solid strategies to help identify which social media platforms are best for your brand.
Know Your ACTIVE Audience.
Begin by identifying which social media outlets are popular amongst your target audience. Millennials are more likely to be found on Snapchat. If you are marketing internationally, remember the platforms that are less popular in the U.S. may be the latest trend in India.
Many marketers overlook the difference between active users and followers. Your goal is to have users interact with your brand by commenting, liking, sharing, etc. Followers don’t necessarily log into their accounts very often. According to KISSmetrics, only 35% of 1 billion+ Google users were active in the past month. It is also worth nothing that, according to The Next Web, between 67.65 and 137.76 million Facebook accounts are actually fake.
Consider Your Content Type.
Some social media sites are geared to different types of media. Ideally, you should tailor your content to fit each site instead of sharing the same post repeatedly. Facebook accommodates a healthy variety of content types, including rich media files. If your marketing message is image heavy, Twitter is probably not your best option. Try Instagram instead.
Look For a Niche Site.
Many marketers overlook niche social media engines. Instead of boasting millions of users, niche sites allow companies to reach targeted audiences. GoodReads caters to avid readers. Behance targets creative professionals. Untappd is for the beer lover in you.
Three Social Media Musts.
Not only is Facebook the most popular social media platform, but according to Wix.com, 15.8% of all time spent online is spent on Facebook. It has the highest number of active users out of all social media platforms, reporting 1.55 billion Monthly Active Users (MAU) and 894 million daily users. Clearly, you need to create a Facebook page immediately if you haven’t already done so.
Your Facebook marketing strategy should be aimed at getting your followers to engage with your brand. Make special announcements, create events, share your content using text, images and rich media formats. Use a free plugin to ensure visitors to your website have the option to “Follow” you or “Like” your content on Facebook.
It also offers various affordable, targeted paid advertising and promotional options. Facebook also features reporting and analytics capabilities, providing you with the data you need to optimize your posting schedule and content types.
Another great option for companies and professionals is LinkedIn. LinedIn’s branding promise is based on professional networking, but it has evolved to feature various publishing options. It has also become the go-to tool for employment opportunities, both for job seekers and employers. While LinkedIn does have reporting features, they are more limited than those of Facebook.
Twitter is a great tool for boosting brand loyalty. According to this interactive infographic, 74% of people on Twitter who follow SMBs do so to receive updates on future products. 47% of Twitter users who follows brands are more likely to visit the company’s website. It can also be a great tool for building brand awareness: 70% of SMB followers retweet because they like the content.
Social media’s accessibility clearly revolutionized marketing, providing an even playing field for marketers with budgets both large and small. Over the past few years, the challenge has been to create unique, high quality content. Now, the race is to be the leader in how you use social media to deliver content marketing collateral.
Which social media outlets do you use? Do you have any unique strategies for how you use social media to deliver your Content Marketing? Sound off in the comments below!