Social Media Marketing
When to Use Each Channel for Social Media
The modern business now has a number of social media channels that they can use to increase their audience and generate sales. However, none of these channels are exactly alike; they are all slightly different and offer their own unique benefits. These social media channels all have slightly different audiences as well. With all of this in mind, it is easy to see how different businesses would want to utilize different social media channels. However, before a business can do this, they need to know when to use each social media channel.
Of all the social media channels, Facebook is the largest, toting over 1 billion users around the globe. It gives businesses the ability to reach over two thirds of America adults. Facebook has become an extremely popular social media channel choice for businesses. This is thanks to its enormous potential reach and its multiple business features. A business may want to use Facebook when they are trying to reach a large, general audience.
Twitter is a very informative social media channel that allows its users to talk to each other or share their thoughts. These “tweets” can include words, photos, videos, and links. Twitter is a great social media channel for businesses to utilize. Studies have shown that someone who follows a brand on Twitter is 50% more likely to purchase a product than someone who doesn’t. A business may want to utilize Twitter if they are trying to reach a broad audience and increase brand recognition.
Although Instagram is a little bit younger than Facebook and Twitter, it is still a great tool for businesses. Instagram is based on visual content like photos and videos. Businesses that offer demonstrable products can utilize this to create high-quality content. Despite the fact that Instagram also has a fairly wide audience, it is important to note that 59% of users in America are under 30 (between 18 and 29, to be exact). This means that any business whose core audience is the youth should be focusing on social media channels like Instagram.
In comparison to some of the other major social media channels, Snapchat is a little bit unorthodox. However, like Instagram, Snapchat is a great social media channel for reaching the youth. Approximately 66% of internet users in Canada under the age of 25 have a Snapchat account. This is quite a noticeable difference from the 13% of users between 45 and 55. Snapchat also offers a great opportunity for businesses looking to expand their social media presence. The Discover Page is a place where businesses can create catered content for Snapchat users. This allows businesses to become a resource for their Snapchat audience.
Before a business invests valuable time and money into social media, it is important to know when to use each social media channel.
The ultimate goal of content marketing is offering your target audience information and materials that will engage them and motivate them to choose your business.
Seems easy, right?
Often, companies will simply share general content to please everyone. But let’s be honest: you can’t win them all. And that’s okay!
Rather than throwing a line and hoping the fish will bite, create Thought Leadership content strategically catered to your target market. Consider the people who would genuinely need or care about what your business offers, rather than wasting time, effort, and resources on creating general, unfocused content. Successful content marketing involves promoting your products and services to the people interested in the subject matter, who will read the content, click on your company website, and take action.
As an executive of an organization, you are a valuable piece of the brand. Consumers want to know about the human presence leading companies, in order to understand more about the company’s values and goals.
Take advantage of your position as an industry expert and share extra content to attract more attention to yourself as an industry leader and your company. Your quality content will build your reputation as a reliable voice to earn your consumer’s trust. However, if it’s not focused on your target audience, you won’t earn many conversions from your content.
Consider these techniques to guide your Thought Leadership content so it can expand and strengthen your loyal consumer following:
- Identify your target audience by reviewing your current consumer data and identifying who is investing in your business or reacting to your thought leadership materials so far. Look for trends to find why these people are interested and if others like them haven’t been reached yet.
- Conduct customer research to learn how they will respond to your thought leadership content. Request participation in surveys, polls, social media comments, and more to learn about your existing impression on your audience and how you can improve your platform.
- Create target audience character profiles. Identify their interests, demographics, pain points, needs, and desires, and write to them.
- Find where your current and potential audience is active online. Catch their attention by being active and sharing your content marketing materials on these platforms.
- Pull inspiration from other Thought Leader examples. Research other executives within your field who implement successful content marketing through their personal platforms. Learn what qualities make their content attractive and why readers respond to it positively. These examples can offer a base for you to visualize what you want to achieve.
- Recognize your strengths as a Thought Leader. Often, leaders aren’t necessarily aware of the unique talents that give them an advantage in their industry until asked. Reflect on what topics you know best and how to input your insights to humanize your materials, make them original and more engaging for your audience.
Case Study: How Strategic Content Marketing Can Broaden Your Audience
In our client strategy calls, our team will interview our expert clients to learn about their industry expertise and find out what’s meaningful to them, their business, and then identify who we believe to be their target audience. We use these insights to inspire our content subject matter and tone to create impactful content for their current and potential consumers.
For example, our client, Dr. Nitin Desai, approached our strategy team to create content to promote his COVID Pre-Check app. His innovative software is intended to help employers ensure their employees who enter the office are COVID-free, providing a safe environment by eliminating the chance of spread.
Our team of strategists recognized that with Dr. Desai’s thorough professional knowledge around the COVID-19 virus, he had the potential to become a reliable voice in a culture of people seeking answers. We created content for Dr. Desai that focused on sharing COVID-related insights to reach a wider audience, which has been a successful mission. Our thoroughly planned content reflected his industry expertise, which brought him attention from various media outlets and publications, including Forbes.
By reaching out to our professional content marketing team, Dr. Desai achieved his goal of promoting his groundbreaking app, while also positioning himself as an authoritative voice in his field. Our team learned about his voice, discovered what was meaningful to him and his target audience, and optimized this to create focused, engaging content that broadened his consumer scope.
Ready to Invest In Your Article-Writing.co Thought Leadership Package?
At Article-Writing.co, we understand that you have a lot on your plate. Let us share your voice on your behalf, so you don’t need to add more time to your busy schedule to write your own content marketing. Our strategists and creators will develop a plan to create engaging materials to represent your Thought Leader brand through your own specialized Thought Leadership Package.
Let us help you strengthen and broaden your consumer base for continued professional success. Book a call today.