When you focus your social media efforts you are more likely to get bigger results. The idea that when you market to everyone you aren’t marketing to anyone is true, especially when it comes to social media. If your accounts are sporadic, lack direction and don’t fit in with your overall internet marketing strategy, you could be missing huge opportunities to grow your business.
As you start planning your marketing initiatives for this year, make purposeful planning for your social media marketing a priority. With just a few steps you can hone your efforts to create a more strategic and results-driven social media presence.
1 – Define your Social Media Market
First, define exactly who you want to reach on social media. Your business likely works with several different markets and not all of them may be the best fit for a social media campaign. Decide what group of people is most likely to use social media and that you can most easily communicate with through this channel.
It’s possible to target more than one group though social media. But, you do need to remember that they are separate markets with different interests, needs and expectations. Make a list that defines exactly who your target market is on social media, making multiple lists for different markets to avoid lumping everyone into one broad group.
2 – Match Accounts to Target Markets
Now that you know who you want to target through social media, you can start to match your accounts to the right audience. Facebook, Twitter, Pinterest, Instagram, LinkedIn and other social media sites all attract different audiences. To get the best results, you need to know which of these sites will help you reach each of your markets.
In most cases, you won’t use all of your social media accounts the same way. Each one has different features and is conducive to different kinds of content. For example, the way you use Pinterest to target do-it-yourself gurus will be very different from the way you use Twitter to target people who like to purchase finished products.
To accurately target your accounts, you can use statistics available from social media sites or third-party researchers or do your own experimenting to find what works best for your business. The idea is to use each of your accounts to its fullest potential and in a way that will help you reach your audience.
3 – Post with Purpose
Once you know who you are trying to reach and what you want to use each account for, you need to post with purpose. Use your target markets’ interests, needs and wants to guide you as you choose content to share through each account.
Of course, some of the content you share will be your own and part of your content marketing plan. Other content could be from other websites or resources that aren’t competing with you and provide value to your followers.
When you choose the content you share carefully, your social media accounts become a marketing tool. Instead of just posting random links that may or may not be in alignment with who you are trying to reach and the goals you are trying to accomplish, make sure each post is shared with a specific purpose.
In just three steps, you can focus your social media efforts so you will get more out of your accounts. You will be able to reach the right market to build brand awareness, increase sales and create brand loyalty that will bring long-term results.