You probably already have a social media marketing strategy in hand. But chances are you may need a tailored strategy for each social media channel you’re using for marketing based on the general strategy you already have. Now, why do you need different strategies for different channels? Well it’s not actually a different strategy totally it’s a tailored strategy because each social media channel works differently
In this post, we will discuss how you can personalize your marketing strategy for each social media channel and how to
Marketing on Facebook
Well, when the term social media marketing comes into the discussion Facebook probably comes into our mind at first and it should because it is one of the largest social media channels existing with over 2 billion active users Facebook is kind of heaven for marketers.
Media Buying Over Organic Reach
Well, let’s just agree with the fact that organic reach for brands is almost nonexistent, especially when you’re just starting your social media journey.
Because again people come to social media to connect with other people, not brands, and Facebook’s new algorithm update in 2018 otherwise known as “Facebook Zero” favors content with personal engagement rather than branded content
And Facebook ad system also known as media buying is one of the best online advertising solutions you can possibly use. The “Facebook Zero” algorithm also prioritizes personal engagement for paid advertisement as well. It doesn’t matter how much you pay for the ad your ad must meet Facebook’s set standards. Therefore Media Buying should be on the listed agenda for your Facebook marketing.
Be an information resource for your audience
Paid advertising is important for brands but you can’t completely ignore organic reach. Once you’ve established an audience base you must keep engaged with informative, inspirational, and motivational content. Because this type of content will provide value to your audience or maybe it’s something they can relate to.
Marketing on LinkedIn
LinkedIn’s updated features and growth of active users made it a unique platform for marketers. Even though mostly LinkedIn is used for talent acquisition, given its unique nature LinkedIn is a perfect place for brand awareness and B2B marketing.
As social media for professionals, your marketing strategy for LinkedIn needs to be a bit different from other social media because users on LinkedIn are looking for serious business relationships. So posting casual content on LinkedIn most likely won’t work here.
Publishing thought leadership content is proclaimed to be LinkedIn’s most effective marketing tool. For this, you can use LinkedIn native blog publishing and video publishing features.
Other than that LinkedIn’s advertising feature is also one of the advertising solutions for marketers
Marketing on Twitter
When people think about social media Twitter comes second to mind. This micro-blogging platform is often used by celebrities, public figures, politicians, uber-popular personalities, and even brands for publishing short text-based content.
#Hashtags
Twitter is the first platform to come up with the idea of Hashtags. Although now used in most social media Hashtags are still thriving mostly on Twitter and the effective use of Hashtags on social media can increase awareness for brands.
Brand taglines can be Hashtags or other promotional taglines can also be Hashtags and more that its the perfect tool to make the audience engage with your brand and generate UGC also known as user-generated content. It’s a cost-effective yet very engaging method to generate content and increase brand awareness.
Marketing on Instagram
Instagram is another popular social media among Millennials and Generation Z mostly because of its visual nature and it is the most perfect social media for Branding.
Instagram is completely based on Photos and short videos thus making it the most visual social media. So in order to market effectively on this platform, you must have a stock full of high-resolution pictures.
There are not one but several opportunities for marketing On Instagram
Niche Marketing:
Instagram is heaven for Niche Marketing. If your Instagram business page is optimized for a particular niche, Instagram will distribute your content to the followers of that particular niche at its utmost best, and even though Instagram is a social media owner by meta but because of this unique nature organic reach is much more accessible on Instagram compared to Facebook.
Influencer Marketing:
Among all the other social media Instagram is probably the most Influencer friendly social media. Because anyone can become one here on Instagram. Influencer marketing is not new but Instagram gives it a new height. Rather than hiring Top notch Uber popular influencers as your brand ambassador here on Instagram, you can work with micro-influencers (Normal people with a reasonable amount of followers) to promote your brand.
Stories
In the case of stories, Instagram took over Snapchat even though it first came up with the idea. Stories are post in the for Text, Image, or Short Videos that is visible for 24 hrs once published. Instagram stories feature is different than snapchats. It can also be utilized as a UCG generator tool because it gives you the option to directly ask questions to your followers, other than that you can create polls, post text based content, pictures, videos, etc and it can also be used for paid advertisement.
Marketing on Quora
Quora is a social media network that only relies on question-and-answer types of content. You can either ask or answer any question that you’d like. It has over 2000 million users. Publishing detailed and informational content is the key to winning on Quora, other than that it also gives you the option to run paid advertisements. Quora can be a great platform to drive traffic to your website
Marketing Pinterest
Another great social media platform is Pinterest. The platform is highly visual in nature just like instagram and it’s used mostly to find ideas and information about aspects of daily life. It has over 433 million active users making it a great platform for marketers and studies show that the majority of Pinterest users are women so if your consumer base consists of women the most it’s probably the best platform for you to market. Publishing inspirational and idealistic content is the key to being successful on Pinterest marketing.
The marketing funnel that fuses all marketing effort on social media
Marketing on social media can be stressful. You might have multiple accounts on various networks or sometime in the same networks. So therefore having multiple accounts may lead you to mismanagement and make you disorganized. Because you may not be able to reach your goals.
In order to manage all your social media marketing efforts you should fuse them by creating a funnel.
A marketing funnel for your social media accounts will help you to successfully set goals, generate contents accordingly and measure the efficiency of your efforts, thus achieving the goals.
The Marketing Funnel
A marketing funnel helps you divide all your marketing efforts into steps or stages and gives you a road map for your marketing activities. Therefore understanding it will help you to create a social media marketing funnel. Here’s a 3 step process of marketing funnel that helps you identify the contents and metrics for each stage of the funnel and successfully evaluate your efforts.
Step-1 Define the contents for each stage of the
The Marketing Funnel consists of 5 stages and the contents vary for each stage. So at this step, you need to understand each stage of the funnel and define what will work for you best for each stage the funnel. According to that, you’ll choose the social media channel and at what stage you’ll use which channel, and what sort and format you’ll use for each stage of the funnel.
Awareness: Social media ads, social media pages, etc
Engagement: Videos for Instagram, Facebook, LinkedIn or YouTube, etc
Consideration: Various contest-related posts, or offer-related posts.
Action: Landing Pages, Messenger chatbots, etc
Loyalty or advocacy: Facebook groups, LinkedIn Groups, Instagram Community Page, Subreddits, Discord communities, Telegram Channels Etc.
Step-2 Allocate key metrics for each stage of the funnel
As discussed earlier you must have set metrics for your marketing activities on social media. At this step you need to allocate the key metrics for each stage of the funnel.
Awareness: Impressions, Reach, Views, etc.
Engagement: Comments, shares etc.
Consideration: Link clicks, cost per clicks etc.
Action: Cost per acquisition, conversion rate, ROI (return on investments) etc.
Advocacy: Shares, virality, UCGs etc.
Step-3 Evaluate performance and optimize
At the last stage you wanna measure the performance of you contents based on the metrics you allocated for each stage of the funnel and depending on the result you’ll come up with further optimization tactic to perform even better.
Develop a personalized marketing for your audience | Step by step process
People like things that are meant for them and in the world of social media the same rule applies.
With personalized marketing you’ll be able to come up with contents that get right into the mind of your target audience. Using this method will help you increase engagements even more.
To create a personalized social media marketing experience you need to create your audience profile AKA your buyer persona which is a brainer, but why do you need it? Because If you have a better understanding of who your ideal audience is, you can personalize your message and create content in a targeted manner. Here’s a step-by-step process of how you can optimize your marketing to create a personalized experience for your customers.
Step-1 Utilize Analytical and Social listening Tools
Analytical tools can help you determine your target audience. By utilizing analytical tools you can divide your customers into segments and create profiles of each segment of customers.
Facebook, Twitter, and even Linkedin have their own analytical tools that can help you create custom profiles of customers and give a detailed insight into your customers that’ll help you create your customer profiles.
Other than that there are also various other social listening tools such as Brandwatch that allows you to apply various filters to get a better understanding of who your ideal customer is and create customer profiles according to that.
Step-2 Develop Customer Profiles
The customer profile is a lot like the audience, in fact, it can narrow down the definition of the ideal customer even further, and using the analytical tools mentioned in the previous step you can develop your customer profiles, a customer profile unlike the audience profile it should contain the following informations
- Age
- Location
- Which platforms do they use to spend most of their time
- The type of device they use to log in
- Who are the influencers that they follow
Step-3 Personalize the contents based on your customer profile
Once gathered all the data that provides detailed knowledge about your customers, it’s about time you create personalize content according to the knowledge your customer profile provides
Customer behavior changes from time to time so it’s a best practice to use analytical tools regularly to always stay up to date on what your customers are up to.
Utilize Social media management tools to keep management on track
Managing social media is a stressful task, and it becomes even more difficult when you’re active on various channels. To help you organize and manage these social media channels better you can use social media management tools to minimize your struggles. The followings are some of the tools that can leverage your social media management activities
Buffer
Buffer is a scheduling tool and it’s considered one of the best tools out there. Having a scheduling tool will allow you proactively post contents on your social media accounts. With Buffers free version you can schedule posts for Facebook, Instagram, Twitter, LinkedIn, schedule up to 10 posts per day and manage up to 3 accounts, on the other hand the paid version offers the Pinterest scheduling option as well, also you can schedule 100 posts a day and manage up to 8 accounts. The paid plan will cost you $15 per month.
Sprout Social
For team interaction and collaboration Sprout social is the best social media management tool. Its a great tool in terms of scheduling and performance analysis. Its considered one of the
Hootsuite
Hootsuite is an all-in-one tool for social media that can be used for scheduling content, monitoring, and analyzing performance. It’s The free plan lets you manage 3 accounts and schedule 10 posts on the other hand the paid plan lets you manage up to 10 accounts and schedule unlimited posts.
