There are many parts to creating your social media strategy, starting with what social media channels you should focus on. We're going to be sharing how to choose what social media channels to use based on your marketing goals. An important point is that you should always choose quality over quantity, focusing on 2-3 social media channels posting high quality and engaging content.
What do you want to achieve?
Your social media goals will help you decide what channels are best suited. To give you a few ideas we’ve shared some popular goals and what we would recommend.
Increase brand awareness - You’ll want to invest time on well-established platforms such as Twitter and Facebook where there is already a loyal and engaged audience.
Sell more products - Pinterest and Instagram are both great options to showcase your products are they’re visual channels. You can now integrate with your e-commerce store if you have one, making it easier for potential customers learn more about your product and purchase.
Generate more leads - LinkedIn is perfect for B2B marketing and one of the best options if your customers are also businesses and you want to generate more leads.
What channels are my target audience using?
Different demographics use different social media channels, for example if you’re targeting a younger audience then you would focus on Instagram, whereas if you have a product which is aimed at parents then Facebook would be the best option. Once you’ve defined who your audience is, do some research to find out what social media channels they’re using.
What channels are my competitors using?
Do some research into your biggest competitors and find out what channel they’re using, however don’t automatically assume that just because they’re on a specific channel that it’s the best one. Look into how their audience is engaging with the content and take this into consideration along with all the other points.
Should I share the same content on different social media channels?
Each social media channel is different, therefore you will want to change the content slightly for each one. Long posts work well on Facebook, whereas with Twitter you’ll want to keep your posts short, then for Instagram you’ll want to focus more on the imagery with a caption which compliments this.