Top campaigns typically use a combination of both. Paid social media marketing targets specific audiences, incorporates CTAs, and drives specific objectives. Organic social media marketing, on the other hand, humanizes your brand, establishes an open communication platform, and educates customers.
The Importance of Research
Digital marketing efforts require strategy and research. You must first figure out who it is that you are trying to reach, how you can find them, how you can communicate with them, and how you can optimize your social media channel. Let's first talk about figuring out your target audience.
Establishing a Target Audience
Who are you targeting as a brand? You may have already answered this question if you have done any sort of online marketing before. If you haven't, now is the time to do your research. Figure out your ideal buyer. How old are they? What are their interests? What is their income? What kind of job do they have? How do they speak? What values do they hold close? What makes them happy or sad? If you have a crystal-clear idea of your customer persona, you can create social media marketing campaigns that resonate better.
Using the Right Social Media Platform
Many brands go full force into every social media platform on the market. The more visibility, the better, right? Well, if that extra visibility is causing you to spread yourself thin with little to no return on specific platforms, then maybe not. Different social media platforms attract different users. We'd guess that the majority of your target audience mainly uses one or two social media platforms. If you are unsure where your audience lies, you must do some research into the interests and demographics of various social media communities. You could try looking into your website analytics to see which of the social media platforms your content is shared on most. Look at your competitors and see what platforms they are prioritizing.
Targeting Social Media Platforms
Once you have narrowed down your social media platform focus, you must decide how you will use that particular platform. Specific types of content drive engagement more on specific platforms. For example, if you are planning on using Facebook, you should utilize video content. Facebook prioritizes video content in the news feed. If you use Instagram, you might consider engaging Stories or compelling photos. Twitter is great for blog posts and news.
Do your research and you'll discover how you can make the most of your social media platform. If you're interested in extending your brand's online reach, make sure to get in contact with us here at Gold Level Marketing!