A lot of small businesses are turning to social media for marketing purposes. It’s a great way to give your brand a voice on a small budget. The potential for reaching your audience is impressive because of the large user-base that these platforms have.
In 2014, the Pew Research Center reported that 74% of online adults use social media sites.
Another advantage of social comes from its core benefit to its users: being able to interact. Traditionally, marketers relied on static campaigns that involved continuously pushing their brand on to consumers with call-to-actions. With the arrival of social media, consumers expect brands to give them a lot of valuable content before pushing their product.
The challenge now becomes producing content that your audience actually wants to consume in a format that works for each platform.
Why does the platform matter?
You can spend countless hours creating content on a topic that is highly interesting for your audience. However, it may never get consumed if your delivery is not right. Every social media platform has its own culture. There are certain norms that must be followed in order to get your voice heard.
Let’s take Instagram for instance. Your success on this platform depends on the quality of your photography and your creativity.
Alternatively, a similar approach would not work as well on LinkedIn. You could post beautiful and creative picture, but the setting is not the same. The people that go on LinkedIn are looking to connect to others in a professional manner. The content you’d want to produce for this platform is usually long-form and educative articles.
While the contrast is clear between these two platforms, much smaller differences exist between others. Failure to understand these nuances can render any social media campaign largely ineffective.
Here’s a quick and easy way to use four of the most popular platforms in the US:
- Facebook: Post highly shareable content that interest your target market. You should include links to articles, pictures, or videos.
- Twitter: Can be used to share your content from other platforms. However, you should focus on joining the global conversation. Interact with your market directly by tweeting at them or using the appropriate hashtags.
- Instagram: Upload pictures that give your brand a personality. Like Twitter, you should interact with your current and potential customers. Using appropriate hashtags also helps a lot with gaining exposure.
- LinkedIn: Post professional content that will educate your audience on what matters to them. As I mentioned before, long-form content works very well on LinkedIn. Most successful for B2B audience.
Keep in mind that there are many other platforms that you should try out. Since they are less popular, you might need to do some additional testing to see what works best. Also, you don’t need to be active on every platform to have a successful social media strategy. Just make sure you choose the ones that your audience are using!
How do I get all of this done?
Being consistently active on all these platforms takes a lot of dedication and hard work. You’ll need to spend a lot of time on social media if you decide to make it an integral part of your marketing strategy. Since creating new quality content isn’t always the fastest process, it’s normal that businesses sometimes post the same thing on different platforms.
What I recommend is instead of reusing content, start repurposing it. In other words, start building new content based on old content. This way one idea can be used to generate many pieces of content. You can easily do this is by elaborating on certain aspects of past content. Following a theme also helps because you will eventually become an expert on the subject. The more you know on a subject, the faster you’ll produce!
Matthew Peladeau is a product specialist at CalendarSpots. He helps SMEs manage their time more effectively by implementing online appointment scheduling software.