Online marketing is a free-for-all environment. This forces marketers to seek ways to gain an advantage over their competitors, prompting them to read up on the latest social marketing news from sites like Marketing Digest. Such sites often have articles that perceptive marketers can use to their advantage; this is especially important in emerging fields like social media marketing, which has boomed in recent years.
Go Where the Audience is
A MarketingSherpa article (@MarketingSherpa) by Editorial Content Director Daniel Burstein provides great social marketing insights. Social media platforms have seen explosive growth in recent years, and this has been a boon for many marketers. After all, the more platforms that are available, the more places you have to promote your products, right? The problem is that a lot of businesses attempt to cover all the popular social media platforms. Spreading yourself out over too many platforms will prove costly, while constant updates and content creation for these platforms will be taxing on your marketers. Burstein’s article notes that it is much more effective to focus on platforms where your audience congregates.
A social media marketer should look a bit more closely at the platforms available and ask a few key questions. First, where are my leads and customers? This can be figured out by asking your customers directly or by looking at the analytics. You can check out where your site visitors are coming from and direct your efforts towards those platforms. For example, if you’re not getting visits from links on Pinterest, it may be best to shut down that profile.
Second, a marketer should know more about what platforms are available and ask what sort of information they can share on them, as well as determine if it’s a good fit for the product. For example, Facebook is king with its various ways to share content; you can share articles, pictures, and videos. Other platforms, by contrast, are rather restrictive. Vine users shares short videos, while Instagram users share pictures and short videos. If your product can’t be showcased using these methods, then it’s best to avoid these platforms and concentrate on more relevant platforms.
Asses Your Capabilities
Finally, when approaching a social media campaign, you should evaluate how well set up you are to produce the necessary content. For example, many people have watched and laughed at hastily thrown together promo videos shared on YouTube. Any form of PR may seem like good PR, but you want a reputation that can be trusted and not laughed at. Be sure to create content that will wow people on social media to ensure success.
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