Social media is a critical park of the marketing mix today but it’s not simply putting a channel out there. It takes deep consumer insights, market knowledge, and strategic planning to map out a program that can positively affect the bottom line. Here are five tips for maximizing your social media presence for revenue growth.
- 1.
Choose the right mix of platforms for your target consumer.
Customer groups use social media in different ways. While there are some generalizations, it’s important to understand what platforms and what types of content resonate with your customer. Millennials and older Z’s gravitate towards Instagram glossed content, while younger Z’s, Zalphas, and Alphas prefer YouTube and the raw authenticity of TikTok.
- 2.
What works on one platform doesn’t necessarily work on another.
Before deciding to replicate content across platforms, take time to understand how people interact with them. Instagram tends to have more curated, high production photos in feed (less so in stories), TikTok is rough and real focused more on entertainment, and YouTube prefers long-format content with narrative building.
- 3.
Experiment with META’s different ad options.
Because customers are all unique, it’s important to focus on what content they love to engage with. Advantage+ is fantastic because it tests out multiple pieces of content at once (ten is the recommended baseline) to see what gets the best return. But that doesn’t mean you should only use that. Experiment with other options that allow greater audience targeting and boosting content directly from Instagram.
- 4.
Influencers are your partners.
Influencers and content creators can be an extension of your team, helping to create user-generated content to populate your feed, advocating for products as part of an affiliate program, or creating brand awareness. Before beginning an influencer program, make sure you clearly set objectives such as revenue, customer acquisition, content creation, or follower/engagement growth.
- 5.
Your consumer is the audience.
It’s easy to curate content based on personal aesthetic, but unless your consumer is you, make sure that the content you produce is in line with what they are looking for. Millennial parents, for example, will want content that is both personally engaging as well as educational for them and their Alpha kids. Understand each cohort and then amplify your brand values in your voice.
If you need a partner to bring your social media strategy and execution to life, or need help growing your channels, we would love to have a quick call.