Whether you are talking digital marketing or traditional marketing there is a basic concept that should shape marketing efforts. This concept is basically that you go where your audience can see you. For instance, if you are selling something like custom hunting bows you are not likely to advertise in Vogue magazine. Even the novice can recognize that the audience you want to reach with information about bows is not likely to purchase a Vogue magazine; or definitely would not be looking for information about a bow in Vogue or Good Housekeeping. A marketing platform is selected based on the primary audience it entertains in traditional marketing, and likewise the process for choosing social media platforms and online channels should be focused on where the target audience is likely to spend their time online. While Facebook is the largest social platform, sheer number of users is not necessarily an indication that any marketing efforts would be successful. A business is much more likely to convert on sites where the audience is more engaged with the brand. Instead of focusing solely on the size of the community, it is important to consider the demographics of the users of an online platform and target the communities where conversions are most likely to occur.
Choosing Social Media Based on Objectives
While it is very important to know where your particular audience is to be located online, it is also important to know what your specific goals are and what you hope to achieve through social media efforts. Different social platforms can help you achieve different goals. It is typically useful to use a combination of different social sites in order to achieve all or most of your goals. Goals generally fall within these four areas:
- Optimizing for search engine rankings
- Increasing traffic to the business site
- Increasing the brand’s exposure
- Increasing and Improving customer engagement and interaction
Branding Tips for Social Media Platforms
Social Media sites trump some traditional marketing strategies. For instance, how many times have you misplaced a business card for someone you needed to contact later? By using social media you have everything you need to contact a person; and your business information and all its details are literally at their fingertips. Using social media platforms as part of a branding campaign can mean that you are easier to find and much easier for individuals and potential clients to find and communicate with. Branding essentially makes a business a lot easier to find as well as connect with. There are some tips that are essential and applicable across the various social media platforms.
1. Keep it Fresh – It is not productive to set up a profile on a social site and then walk away and forget about it. It’s very important to keep all the business information up to date on a profile. It should always be relevant and have the most current information available.
2. Consistency Counts – If you are looking to become the “go to” person in your particular field of expertise it is very important to be consistent. Even though each social site will have its unique way of sharing content with consumers and keeping them updated or connecting with them, your information across all the platforms should remain consistent. Your bio or profile should be the same on every platform. It does not have to be word for word to keep some freshness to it – but it all should essentially share the same thing. Your bio should include who you are, what you do, where you are located, and why you are the best business to fill the needs of consumers.
3. Profile Pictures – In some instances, depending on the company a logo might be used for the profile picture. However, using an actual image of key personnel can help build rapport and trust with an audience. Use the same profile photo on all the social platforms so that consumers will have just one image to identify with and it will make you easily recognized across all the platforms. Since a thumbnail is small, use a photo that contains a simple headshot instead of a full body view. This is actually very important with Google+ Authorship since your photo will not even be visible if it’s anything other than just a clean head shot.