The beauty of marketing through social media is that every platform is truly unique. Those with an advanced strategy on Facebook can’t expect to use the same strategy on Instagram to yield the same results. Consumers on Instagram are looking for something completely different from consumers on Facebook, and the same is true of Google, Snapchat, Twitter, Reddit, and all other platforms.
To ensure success across all platforms, you will need a strategy for all your different strategies. If you try to implement the same method across all websites, you’ll alienate huge sections of the audience. It is impossible to meet the needs of everyone with one strategy. The key here is you have multiple ways of marketing on each platform in order to ensure that your marketing budget is well spent.
In this guide, we’ll look at how you can implement a strategy for all the platforms pertinent to your business. We’ll also delve into what makes each platform different and what consumers seek from each!
Step 1: Consider the Business and Set Goals
When it comes to a social media strategy, we assume that you want something vigorous to ensure long-term success. If so, think about what you want to achieve. What is social media going to contribute to the business? Do you want the platforms to generate sales and leads? Or are you more interested in brand awareness while the website and other sources generate sales?
Of course, these aren’t the only goals businesses want to achieve. Growing an audience, encouraging engagement, and boosting website traffic are all additional goals that can be achieved. When producing content, you need to know what goals the content is designed to achieve. If you know the content is to generate sales, you’ll change the language, tone, and delivery accordingly.
If you want to push people towards your website, the content needs to include a CTA to encourage people in that direction. Once you consider the business and your goals, you can then design a social media marketing strategy.
Step 2 — Assess Your Current Approach (and Choose the Right Platforms)
Just because Facebook has billions of active users, doesn’t make it automatically the right fit for your strategy. Even though most target markets are available on Facebook, you still need to think about YOUR particular audience and where they can be found online.
Sometimes, the data points towards Pinterest, Reddit, and smaller platforms, and this is fine. If your current approach is creating content for the biggest websites just because they’re the biggest websites, it’s time to adjust your mindset.
While assessing your current approach, you might learn that specific types of content perform better than others. For those that have been producing content for several years, don’t think that you need to start with an empty canvas. Look through the content you have, because you may have some great content that has resonated with the audience. You can do this by seeing which articles and videos generated the most engagement, leads, and sales, etc.
How do you assess content? If you have a social media management tool, you should have access to all the analytics and reports that you will need. On the other hand, it’s easy enough to export analytics into a spreadsheet. These days, all social media websites have analytics tools where you can review data and compare the efficacy of content.
Remember, keep your goals in mind while assessing older content. If your goal is brand exposure, certain metrics lend themselves to this goal including follower count and engagement. With this metric, you should be looking for which article might have generated hundreds of new followers.
In addition to looking for the good points, now is also the time to look at any potential problems your current social media marketing strategy may have. Common reasons why people unfollow a business social media account include too many ads, too much political content, ignoring engagement, and too much selling. If you’re posting irrelevant content to a social media account, you’ll drive people away. In many cases, irrelevant content is worse than no content at all.
During this stage, you can also think about your brand voice, personality, and character. You need at least one buyer persona which should work in harmony with the brand voice. The audience likes the brand voice, and the brand voice resonates with the audience.
Step 3 — Mold Your Content to Each Platform
With everything listed above in mind, the next step is to create a unique approach for each of the platforms. For example, you will have one approach for Pinterest and another for Facebook. Below, we’ve laid out an introduction to some common platforms. While reading through them, think about your own reasons for using social media websites. If you’re personally active on each website, think about what you do and don’t like about brands you see on them.
Facebook is all about connection. This has been an underlying feature of the platform since its introduction many years ago. Although Facebook has changed significantly since the early days, people still head onto the website to see what their friends, family, and colleagues are doing (as well as completing the odd BuzzFeed quiz!).
Content is normally driven by emotion. Currently, the best content for Facebook comes in the form of blog posts and short videos. If using video, the early seconds are pivotal because you need to capture the attention and imagination of the audience quickly. Whether you want to educate or entertain, keep it short and encourage engagement (especially shares!).
Though owned by the same company, there are important differences between Facebook and Instagram. While people use Facebook to connect, they tend to observe on Instagram. In other words, they look for trends, lifestyle tips, and inspirational content. As a business, you should aim for engaging Reels, high-quality pictures, and inspirational quotes. Use Instagram to tell a story, show people how to use your products, encourage user-generated content, and work with influencers.
We’re all Google users (well, most of us!), so you already know that most people use the platform to learn. If we have a question about who won the Super Bowl in 1984, we look to Google. When producing content, go for informative guides, facts, lists, instructions, how-to articles, and more along these lines. On Google, people want to be told how to do something, and this is your opportunity to position the brand as a leader in the field.
Read More: Using Google Ads: The Beginner’s Guide
Most people these days use Twitter to keep up with news, opinions, and live events. While consumers use Facebook to see how the family is doing, they use Twitter to see how the world is doing. Therefore, it’s the right place to share your own news and comment on industry-related topics. Here, you can also share blog posts and get involved in discussions.
For those interested in what a particular community is doing, this is where Reddit comes in. Reddit contains communities (called subreddits) in all sorts of industries and niches. If your audience is accessible on Reddit, you first need to find the communities most relevant to your goals. Then, get involved in discussions, show your knowledge, and provide value to the community (without constantly selling and promoting!).
Read More: How to Use Reddit in Your Marketing Strategy
As our final example, consumers use Pinterest for inspiration and ideas. For example, they want to see interior decor designs, recipes, and other things that they can achieve. If applicable to your niche, post engaging content that will get people talking and sharing. Show how to use your product in creative ways and it won’t be long before consumers share with their friends and their boards.
Read More: The Do’s and Don’ts of Using Pinterest Ads
Step 4 — Maintain a Content Calendar, Share, and Review
Often, people think that a social media strategy is too much hassle. In reality, it saves time because you recognize the content that works for each platform. Rather than creating long articles for every website, you learn that sometimes an image or an info-graphic is enough to whet the appetite of the audience.
With this in mind, the final step is to maintain a content calendar, share all content, and review performance through analytics and reports. Know what content you plan to post to each platform ahead of time, share all content multiple times for those who miss it, and compare performance against your initial goals. If exposure is your goal, check that your content is conducive to reaching the target. If not, have a flexible approach that allows quick changes whenever necessary.
With a complete social media strategy, it’s possible to resonate with the right people on EVERY platform.