The number of social media users worldwide is expected to reach almost 3.43 billion in 2023. But even with such a large pool of potential viewers, it can be hard to determine which platforms are likely to yield the best results for your business or brand. With a strategic omnichannel approach, however, you can increase brand awareness, boost traffic and maximize your reach — often with an impressive ROI.
Define the Ideal Audience
Create detailed buyer personas based on demographic and psychophigrac data to help you home in on your target audience. What group(s) of consumers does your product or service cater to? What do they do for work and leisure? What’s their average income? Where do they live? By answering these and other such questions, you can tailor your strategy and messaging to each group — and get better results from all your social media campaigns.
Engage Strategically
Anyone who’s ever worked a showroom floor knows that you have to size up your customer and adjust your sales approach accordingly. The same holds true on social media. If your potential buyers are more likely to purchase online, promote a flash sale to tempt them to “buy now.” If they’re brick-and-mortar shoppers, give them a code to mention or a coupon to print out to save on their next in-store purchase. Use a Facebook Live event to demo your product or service to a group. Post a whitepaper on LinkedIn to highlight a problem that your B2B offering solves. Or find an influencer with a following to shine a light on your business on Instagram.
Tailor Your Message to the Platform
The method that users prefer to get information from varies from one social media platform to the next. Don’t simply cross-post the same content, as it won’t likely be equally effective across the board. Instead, consider each platform’s unique delivery style. Instagram, Twitter, TikTok and Snapchat are great for bite-size content like pictures, GIFs, slideshows and short video reels. Twitter users expect engagement, so don’t disappoint them by sitting on the sidelines. Hashtags matter a lot more on Instagram than they do on Facebook. And you probably want to think carefully before posting a dance video on LinkedIn. Include long- and short-form content in your mix and add strong visual elements whenever possible — Facebook posts with images get 2.3 times more engagement and account for 87% of total interactions.
The Journey to a Sale
It can take several touches to turn a prospect into a buyer, so your messaging needs to be customized for each touch point throughout the buyer’s journey: awareness, consideration and decision. If someone’s first gaining awareness of your brand, provide informational top-of-funnel (TOFU) content to add value, build credibility and earn trust. Once they’re considering whether to purchase from you, demonstrate your unique value proposition and distinguish yourself from competitors, showcase positive testimonials and highlight customer reviews. When customers are ready to decide, tempt them to act with limited-time deals or exclusive offers to get them to convert.
Our Bottom Line — and Yours
Track your KPIs and regularly adjust tactics based on what’s working for maximum impact and ROI. Kymera can help build your brand — and your bottom line — with strategic social media marketing. Contact us today for a free consultation.
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