Social media is all the craze these days. It is one of the easiest types of online platform for a user to stay connected. Nearly 50% of the world’s population uses social media, which is over 3 billion users. Even better, according to a PWC market survey of over 22,000 consumers across 27 countries, 37% of consumers find purchase inspiration across social networks. As the biggest influential online source, social networks influence consumer ideas. Given the large pool of audiences accessible through social networks, this leaves advertisers a pool of potential buying customers. When it comes to planning your campaign and corresponding content, social media can make an impact. Let’s take a look at how you can leverage your next campaign with social media in 3 steps.
1. Discover which channels bring you your target audience
By now, you know who your desired customer is, but did you think about how and on which channels help you proactively attract your target audience? How can you find the right user? According to GlobalWebIndex, 54% of social browsers use social media to research products. In other words, your future customer is proactively looking for your product as a potential solution to their needs! Consider interviewing and bucketing your existing clientele list paired with your personas to collect insights. Then, think about what social media channels your actual clients and personas are using and on which devices. Are they on mobile, desktop, or both?
Understanding where to find your audience and at what times, depending on their browsing behavior, makes an impactful difference. Despite the misconception that social media is only for “young people,” consider the following Pew Research chart below.
Close to 50% U.S. adults between the ages 30-49 use Instagram and nearly 25% from ages 50-64. YouTube, Facebook, and Instagram are listed as the top 3 social sites used among U.S. adults. However, this should not hinder or give hesitation to consider other vital channels, such as LinkedIn. It is important to do this because all channels have potential to bring you a variety of quality leads; don’t miss the opportunity.
2. Fragment and embody your holistic content strategy into separate social channels
Once you have discovered as well as assigned your ideal customer to their used social channels, define how each channel accounts for each marketing message you decide to push for your holistic campaign. Furthermore, it is imperative to understand how your audience uses each channel and for what purpose; this helps you tailor your content and communication tone. For instance, LinkedIn is used for professional and business networking, where your campaign content tone may be more formal. Facebook, on the other hand, is more appropriate for video marketing as well as events and connection.
According to Buffer research, 81% of businesses prefer video marketing on Facebook. Then there’s Instagram for aesthetic photos, Twitter for quick facts or to-the-point thoughts, while Pinterest is used for design inspiration. Surprisingly, 53% of users say they bought a product they first saw on Twitter, according to WebFX.
How you can fragment your content into your social channels
To help leverage your creative campaign, consider aligning each of your company social channels to a piece of your holistic content strategy. In addition, you can hyperlink your desired landing page of your website or product catalogue, for example, as your call-to-action. Here is an example of putting it into practice:
- Message: I position my sustainable notebook as the best value for money and quality stationary notebook in the market
- Linked in: online webinar or workshop to learn about sustainability
- Instagram: teasing product catalogue of latest designs
- Facebook: storytelling video clip of product tied to company story
- Twitter: prize giveaway and promo
With the above example, you can close these content pieces with a CTA to your non-social landing pages to achieve your campaign goals. For instance, the Instagram post can link the user to your shopping cart, giving your products more visibility and a potential conversion. Or, on the Facebook video clip, your viewer could be curious to learn more about your company by redirecting to your website contact form, resulting as a quality lead. With LinkedIn, you could potentially provide a high-quality webinar to acquire leads; according to LinkedIn, 80% of social media B2B leads come from their site. On Instagram, brands regularly see engagement from around 4% of their total followers. With these insights above, you can confidently push different angles of your holistic message onto each platform, leveraging your campaign with social media. The possibilities are endless.
3. Amplify and extend your social reach across the web
So, you’ve found and defined your target audience and what channels they’re on. You then planned your content and assigned its message to the appropriate social posts. Now, consider amplifying your content. What if it were possible to interlink all your fragmented social posts for one campaign and bridge it to non-social platforms? You would be able to promote your social posts and distribute them to non-social platforms such as publisher sites. Consequently, this would give you the opportunity to bridge your social channels across the web, boosting your campaign in a different way.
plista’s latest product release, the Social Ad format, lets you do just that. Take it to the next level and cross-channel your social networks in one place across the web, extending your social reach. With this format, you can customize the creative according to your campaign goal. By simply providing a URL to your desired landing pages as well as a short teaser text, you can grow your followers onto your social sites. In addition, you can even amplify your best-performing campaigns across publisher sites.
Did you know that users’ focus and length of stay on news sites are 24% higher than on Facebook? This means that although there are many users on social media, there’s still a pocket audience on non-social sites that should not be forgotten when setting up your campaign and content distribution. Above all, the more target reach opportunities, the better. plista’s latest Social Ad helps you switch up your social strategies. You can learn more here.
Want to learn more about how you can amplify your next social campaign? Reach out to one of our experts here.