Social media is the place to be, so they say, but what has it done for you lately? Have you increased brand awareness, referrals, donor dollars, or sales? Do you even know? Like every other marketing tactic, social media needs to be measured and proven to be worthy of your time and money.
Are you sure you’re using the right platforms to reach your audiences? Various platforms fall in and out of favor with different generations. While there are the stalwarts, like Facebook, Insta, LinkedIn, etc., others come and go. What’s more, each platform has its own communication style. You can’t just cut and paste from one to the other. Are you testing content and time of day? Does text or video perform better? Are you adjusting for the change in algorithms that impact when and how often your posts are presented? It sounds like a lot of work because it is when done right.
I’m not anti-social media. I’m anti “throw-the-spaghetti-at-the-wall-to-see-what-sticks” marketing. I would take the same exact stand if we were talking about billboards, public relations, or print advertising. But for some reason, companies are ready to put all their eggs in the social media basket.
Social media is but one tool in your marketing toolkit and it needs to be vetted like any other tactic. How? You start at the beginning…with critical strategic questions.
What are your goals?
Broad goals are a good starting point:
- Increase brand awareness
- Increase sales
- Increase donor base
- And so on
The more specific you can get, the better, and more impactful your plan will be. Naturally, the details need to align with your company/organization’s goals, but for example, try:
- Increase brand awareness among Gen-Xers (We really are the forgotten generation, aren’t we?)
- Increase sales of product x by 15%
- Increase number of donors in the less-than-$1,000 tier to 500
Notice as you get more specific, how easier it will be to set your success metrics.
Who and where are your audiences?
Here, too, starting broad is good to ensure you capture all of your audiences. Remember to include your employees when appropriate. They are your frontline marketers, and it is imperative to the success of any campaign that they stick to the talking points.
New customer acquisition is on many companies’ minds but don’t ignore your current customers. You already have a relationship with them, and it should be easier—and more cost effective—to expand those relationships.
Once you have identified all the appropriate audiences for your plan or campaign, now you need to identify where you can find them. Sometimes, that’s an actual physical location if you’re looking at experiential marketing. Most of the time, though, it’s knowing (or researching) their media habits: linear TV (traditional television watching) vs. streaming, streaming radio (including podcasts), preferred online sites (news, entertainment, shopping, gaming), social media, etc.
Beyond media other effective tactics include geofencing, retargeting, email and direct mail campaigns, public relations, and, of course, your own website. The key is choosing the best avenues to reach your audiences. Rarely, if ever, will there be just one tool. The best plans/campaigns rely on a layering effect: getting your message out through various channels to reach your audiences everywhere they are.
What messaging will resonate with their pain points?
You know who your audiences are. You know where to find them. What are you going to say? Show you understand their pain points. Demonstrate how your solution is the best solution to stand out from your competitors. While you need to stick to an overarching message, recognize that different audiences may require nuanced versions. Remember, people expect personalized communication. That goes beyond knowing their name. It means understanding who they are and what drives them.
Don’t expect to send one email, place one ad, or post once on social media and see an immediate result. No matter your message, you are fighting for attention in the most crowded media space ever. Results take time. They require planning, repetition, and consistency above all else. Trust the process.
Social media is not the silver bullet…strategy is.
