It finally clicked: with around seven-in-ten Americans using social media, not only does your brand need to be on Social, but it should probably be more than just Facebook. Despite its ubiquity, there are other channels that hold powerful potential that are sure to help you reach, engage, and monetize your customers. But which one to choose?
Cheer up: this is exactly the type of scenario Caiman solves; we’ve done it for clients and we can do it for you. Even better, we’re sharing a simple formula to help you figure it out.
Step 1: Goal Setting
Every businessperson has heard it, but the first step is to identify your goal (and stick to it!). Some of our clients are focused on customer retention, whereas others want to grow their customer base – both are laudable, but require different approaches and different tools. Retention means engaging and pleasing users, which means reaching users frequently and delighting them; the social channels your brand uses for that are likely very different from those that encourage transactions and bottom-of-the-funnel marketing.
Step 2: Identify Your Audience
Identifying your key target audience will help create a stronger social marketing campaign, and will also determine which channels are worth being on.
Easy example: although Snapchat’s user base is shifting, their primary audience is skewed to millennials, so if you are targeting traditional individuals over the age of 60, Snapchat probably isn’t the right place to reach them.
Once you know your audience, you’ll also be able to select a social network based on its targeting capabilities (or lack thereof) – if you’d like to reach business people in New York at 8 am EST, some channels don’t have that level of detail and should probably be left out while others (like Twitter) will shine.
Step 3: Select Your Channel Based on Content Type
What type of content best serves your goal? Is it video, app installs, or something else? Some social channels are much better for your content than others; Flipboard and Imgur have great long-form content experiences, whereas you might only get 2 to 4 seconds out of someone on Snapchat. Looking to hit those searching for inspiration? Then Pinterest and YouTube might be just what the marketer ordered.
Step 4: Define Your Desired Results and KPIs
A subset of your goal, you need to also think about how to measure against it…and consider that not all networks may have that capability. This is doubly true when looking for transactions-based outcomes, such as incremental spending increases; some networks allow data-sharing and dropping pixels on your site which can greatly increase ROI measurement, but not all can. (Keep in mind, your InfoSec team probably has something to say about this too.)
By determining your KPIs, you also whittle down which channels to use.
Step 5: Test and Learn
The first four steps above should give you enough to determine which channels are best suited for your business needs. Hopefully, there are multiple channels that fit the bill, which you can test against each other to learn and set up future success.
Of course, you still must create, execute, and measure your campaign (details, details), but this will put you on the right starting path.
Still confused about what channels are best for what situation, what each network is capable of, or who the heck is even on them? Drop us a line, we’re experts in this and would love to chat.