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Social Media Marketing is an important part of every digital marketing strategy nowadays. Some brands keep it as simple as possible, using Facebook as a tool to simply share corporate news and website content. Others implement social media tactics using more and more platforms, so they harness their full potential.

Developing a successful social media strategy is more than creating accounts and sharing content. Building a strong online presence on Facebook, Instagram, or Tik Tok is not easy, especially if you don’t have previous data to learn from. So today, we will share some of the most valuable steps when building social media marketing strategies, and some mistakes to avoid.

Smart Usage of Different Social Media Platforms. Because Randomly Shared Content Doesn’t Work

We bet you’ve heard that one before, but being active on multiple social media platforms enables you to reach more people more easily, without the need to spend huge amounts on promoting your content. Each platform has specifics when it comes to usage and demographics. For example, did you know that the largest age group on Facebook consists of 25-34 years olds, while on LinkedIn, you can reach more people between 46 and 55 years old?

So why can’t you just pick the platform that matches your target demographic and avoid the headache of creating multiple social media accounts? We wish it worked that way, but in reality, reaching your target customers on social media is not that simple.

Building an effective social media strategy requires you to know how to use each of these platforms in a way that helps your business. That means taking some time to identify your target audience and getting to know your potential customers so that you can serve them relevant and engaging content about your products. And if you don’t have the time to do that yourself, hire some experts to help you out. Find more about the social media marketing services we provide and give us a call today.

Get to Know Your Target Audience. Don’t Limit Yourself to Demographics

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Identifying your audience’s demographics, behaviour, and interests is just the first step of a long journey called “getting to know your potential customers.” There is one golden rule to follow when thinking about your audience – don’t consider yourself part of it. It’s not about what you like or how often you check stories on Instagram – it’s about how your potential customers, apart from their demographics, use social media.

The only way to find the right approach is through testing:

  • Explore new ways to talk to your target audience. Depending on your product, you may be able to share more humorous or entertaining content with your potential customers, which would lead to more engagements. On the other hand, if your product or service is in a specific niche like pharmaceutical, for example, you wouldn’t want to sound frivolous or ignorant.

  • Try different ad formats. Nowadays, you can choose between many types of ads and easily build creatives that drive results. That being said, it is important to test different opportunities and to find the ones that work the best for your brand.

  • Change your typical ad schedule. Sharing content on Facebook every Tuesday at 10 AM may have worked four years ago, but today you need to be creative with ad scheduling in order to find the best times to reach your audience.

Engaging Content Versus Quick Posts

We know that the creation of engaging content could take significantly more time than just building a quick post on social media. However, when comparing different digital marketing campaigns results, we found that creating custom content for each platform pays off with better engagement and conversion rates.

Another thing to consider is frequency. Building a successful social media strategy doesn’t necessarily mean posting content daily but rather finding the frequency that works best for your business. For example, posting daily on social media is a good strategy for brands that offer a wide variety of products and have regular promotional campaigns. On the other hand, if you want to share long-form content like blog articles with your audience, you may choose a strategy that includes weekly or even bi-weekly activity.

How Do You Know Your Social Media Strategy Is Successful Without Measuring Results? 

Tracking is how you can measure the impact that your social media marketing campaigns have on your business. It is important to understand what each metric means and what you can do to improve your results. For example, if you aim to reach a broad audience across Canada, but your reach results on Facebook stay low, you may want to look at the frequency your campaign got. You can even limit the number of times a user can see your ad to reach more potential customers without exceeding your budget.

Understanding how the different metrics influence one another is not something you can learn from an article. At Blue Ocean Interactive, we help many different clients build an effective presence across all well-known platforms. We consult brands on strategically using these opportunities to get high-quality leads and measurable results from their campaigns. Contact us today, and let’s talk about how we can help your brand.

Here are some important social media metrics to always check when you review your campaigns:

  • Impressions, reach and frequency. Setting a frequency cap can help you allocate the impressions you get between more or fewer people, depending on your campaign goals.

  • Engagements, such as likes, comments, shares or clicks, can show how your audience interacts with your content.

  • Conversions or actions you would want your audience to take.

There are many more metrics to track and analyze, so don’t limit them to the examples above. Instead, work with a team of experts you can trust. At Blue Ocean Interactive Marketing, we strive to build partnerships with our clients based on deep knowledge and understanding of their objectives and business goals. We provide social media marketing services focused on content distribution across all widely used social media platforms such as Facebook, Instagram, Twitter, Pinterest, Tik Tok, LinkedIn and Google Plus. Contact us today, and let’s talk about how we can help your business build a successful social media strategy in 2022!

Sources:
https://sproutsocial.com/insights/social-media-metrics/
https://sproutsocial.com/insights/new-social-media-demographics/
https://www.entrepreneur.com/article/292169

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Located in Calgary, Alberta, Blue Ocean Interactive Marketing creates online marketing strategies that enable your business to grow.

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