Choose Social Channels and Tactics: Developing a Strategy and Choosing Content Tactics

Developing a winning social media marketing tactics is all about choosing the right channels and leveraging the right social tactics. That’s because when it comes to social media marketing, there is no such thing as one size fits all.

Success depends on tailoring your strategy to your target audience, and that means developing a presence on the channels they are most likely to be active on and using content strategies that they are most likely to respond to.

Marketing Cycle

Choosing Channels Wisely 

When developing a social media marketing tactics, the first thing you need to do is figure out what channels your target audience is most active on. The first thing you need to consider here is whether you’re targeting B2B or B2C consumers.

Research shows that B2B consumers are most likely to be on LinkedIn, followed by Twitter and Facebook. By contrast, B2C consumers are most likely to be on Facebook, followed by Twitter and YouTube.

If you are targeting B2C consumers, you will need to consider demographics and existing online behaviors to ascertain what channels your target audience is most likely to be using.

Facebook has the most monthly active users, but Instagram is more commonly used than Facebook by people under the age of 25. While only 18 percent of online adults use Twitter, 31 percent of online adults between the ages of 18 and 29 report using the social media site regularly.

While 38 percent of people with a college degree use LinkedIn, only 12 percent of people with a high school diploma or less use the site.

Ultimately, the big takeaway here is that choosing the right channels is key to maximizing your reach. The more closely you align your own presence with the presence of your target audience, the higher your ROI and the more successful your overall social media strategy.

While generalizations can be made about what demographics are most likely to be using what social media channels, ultimately, you will want to do your own custom research. Social listening tools can be incredibly valuable in helping you to identify gender, age, and location data for your current social audiences, allowing you to decide which social media channels it is worth maintaining a presence on and which ones it isn’t.

Leveraging the Right Content Tactics 

Once you’ve chosen your channels, you need to know which content tactics to leverage to have the most success with your target audience. Deciding on what content tactics to use should also feed into your decisions on where to cultivate your online presence.

So, how can you leverage the right tactics? Let’s take a look.

For example, if you’re going to cultivate a presence on Twitter, it is important to keep in mind that you’ll likely need a someone available to respond to Tweets. Twitter tends to be the first place customers go to complain about a product or service, ask companies questions, or just give a shoutout to their favorite brand.

In order to make the most out of the platform, responsiveness is key. When it comes to succeeding on Twitter, great content is only half of the battle. You also need to make sure you have the time and resources to engage with customers promptly. Platforms like Instagram don’t have as high of engagement requirements.

The platform you should be using will also depend on the type of content you’re publishing. If you’re planning to develop a presence on Instagram or Pinterest, you will need a visually driven content strategy, while developing a blog will require long-form content.

It may very well be that your brand and its offerings are better suited to a certain form of content than another. For example, food brands tend to be well suited to visual content, as do apparel brands. Yogurt brand Chobani, for example, has developed a tremendously successful Instagram strategy that entails posting pictures of tasty dishes made with Chobani yogurt.

This tactic of visually driven content marketing is incredibly well suited to Instagram, which helps explain the strategy’s success.

However, some types of brands aren’t as well suited to this kind of content. For example, a company that provides a very technical product or service might be better suited to long-form, informative content.

In this case, it might be better to invest time and resources into blogging or into a channel like Facebook, which is better suited to a more diverse array of content.

Ultimately, once you’ve figured out where your target audience is, you need to sit down and figure out which of those channels are best suited to marketing your brand, and tweak your strategy accordingly.

When you align tactics, channels, and audience, you’re giving your social media strategy the absolute best possible shot at success. Therefore, it is important to invest the time and research into getting things right.

Understanding How Many Channels You Can Manage 

In conclusion, it is critical to choose social media channels and tactics with your target audience in mind. Once you have a clear idea of where your target audience and what tactics you can use to reach them effectively, you will need to decide how many channels you can reasonably manage.

Remember, it is critical to have a consistent and sustained presence on a few channels rather than a sporadic presence on many channels. The key here is the balance. It’s not a good idea to spread your resources too thinly across a dozen channels, but at the same time, one channel probably isn’t going to suffice to showcase all that your brand has to offer.

As a general rule of thumb, it is probably best to invest time and resources into developing a consistent presence on about three channels, but you can target more IF you can deliver value to your audience on a consistent basis.

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About Mad Scientist Mia

I'm an Amazon author, who also has over 18 years of experience in PPC, Website Conversion Optimization, Search Engine Optimization, & Copywriting. All of that means I specialize in delivering the right people to websites as efficiently and economically as possible, then making the website better at converting visitors into customers. I also co-own Adventure Helicopters a helicopter scenic & charter business and love to fly things with rotors!

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