The use of social media marketing channels allows you to reach your target audience with information about your brand, product, or service.
Utilizing social media in your digital marketing strategy helps in answering any questions that your prospects and customers may have. This helps to position your business closer to your marketing goals as well.
However, each social media channel is catered for different target audiences and marketing objectives. Thus, you must first define the target audience and marketing objective of your marketing campaign before deciding on the social media marketing channels to use.
In this article, we will discuss about the different marketing objectives of the top social media channels and how they can benefit your business.
1) Facebook
Generate Brand Awareness
In this digital age, marketing on Facebook has become an integral part of almost every social media marketing strategy.
Facebook Ads help you increase the overall awareness for your brand by showing ads to people who are likely to pay attention to them.
The use of Facebook Carousel Ads is a good way to showcase your brand with multiple images or videos. Carousel ads allow you to showcase multiple products or services at once, or highlight different features and benefits of a single product or service.
Drive Traffic & Conversions
Facebook Ads also help drive users who are likely to be interested in your products or services to your website.
In addition, a Facebook ad campaign with a conversion-driven objective will enable you to achieve bottom-of-the-funnel (BOFU) goals such as driving webinar sign-ups or product purchases.
The use of Facebook Lead Ads is an especially good way of online lead generation. It provides a seamless collection of your prospects’ details in exchange for offers such as demo requests or newsletter subscriptions.
Effective Remarketing
Facebook remarketing lets you show targeted ads to people who have visited your website before and convert them into customers.
Let’s say you run an ecommerce store. You’re getting traffic to your checkout pages, but your bounce rate on those pages is pretty high. You realize that people are right on the edge of converting but you’re losing them.
For instance, a percentage of the acquired traffic drops off at the checkout page of your e-commerce store. You realize there is a number of website visitors on the edge of converting into customers but you’re losing them.
With Facebook’s tracking pixel, you can collect a list of visitors who have abandoned your checkout page and run a targeted ad based on their behavior. For example, you can offer a Facebook-exclusive promo code to incentivize potential customers to make a purchase.
2) Instagram
Build Brand Recognition
By creating an Instagram feed that aligns with your brand identity, you gain stronger brand recognition and more trust from your followers.
When your Instagram feed is in line with your brand’s look and feel, your followers will be able to recognize and recall your content across multiple platforms with ease.
Consistency is key – you need to have a clear direction of your branding guidelines and style guide. When posting images, remember to include imagery that aligns with your brand’s personality and goals.
Reach The Right Audience
With its precise targeting options, your Instagram ads can reach the right target audience at every stage of your business funnel.
Location-based targeting lets you target people based in specific locations – from neighborhoods to cities to countries.
Demographics-based targeting allows you to narrow your audience based on their gender, age and languages.
Interest-based targeting lets you target people who are interested in a subject related to your products or services.
Behaviour-based targeting lets you target people by activities such as their purchase history, events they like or personal anniversaries, etc.
Engage with your Followers
Instagram Stories encourage your followers to share their opinions and experiences, which fosters stronger brand community and brand loyalty.
Posting question stickers on Instagram Stories allows your followers to know your brand better or understand more about your products.
The interactive Instagram Stories quiz sticker lets your followers select an answer from a trivia-style multiple-choice question. When one of your followers selects an option, they will be able to see if they got it correct. You will be able to see how many times each option was selected too.
The countdown sticker on Instagram Stories is a great way to get more traction with events and sales. When you share a story about an upcoming event, you can add a countdown sticker with specified date and time. This is a good strategy to garner anticipation among your followers about your upcoming product launch or flash deal.
3) LinkedIn
Wide Network of Professionals
LinkedIn is a social media platform made to help people build business connections, share their professional experiences, and find jobs.
With over 700 million members worldwide, LinkedIn has a network of professionals across a wide range of industries.
From Accounting & Finance to IT & Cybersecurity, LinkedIn has a significant foothold in almost every major industry. Undoubtedly, it has become one of the most effective advertising platforms for B2B lead generation.
Laser-Focused Audience Targeting
With its laser-focused targeting options, LinkedIn allows advertisers to target audiences based on their job title, seniority, industry and more.
Pool together all these demographic options, and you can be reaching out to the CMO of a media company or the human resources director of a multinational bank.
Get your message right in front of key decision makers who are most likely to be interested in your offerings and turn them into qualified business leads eventually.
4) YouTube
Strengthen Your Brand Recall
There are over 2 billion users actively visiting YouTube each month, and billions of video content views are generated everyday.
According to a study by Digital Content Next, 80% of viewers recall a video ad they have seen in the past 30 days.
The study further discovered that 22% of which visit the product page and 12% make a purchase.
Through engaging video ads to capture the attention of your target audience, you can increase your brand awareness and the purchase intent of your products or services.
Reach New Audiences
With YouTube’s targeting options, you can target specific groups of users based on the products or services of your business.
Other than demographic targeting, you can target your audience through other options such as affinity audience which includes users who have an interest in topics related to your business.
Another targeting option is in-market audience, which allows you to show your ads to people who are currently searching for products or services that you offer.
Conclusion
Summing up, the right social media marketing channel for your business depends on a number of factors. This could include the nature of your brand, demographics of your target audience, the type of content you plan to share, etc.
The various social media marketing channels work differently from one another and, therefore, serve different marketing objectives.
Additionally, what works for other brands might not necessarily work for you. All in all, the ideal scenario is to test various strategies in different channels to see what overall combination suits your business best.
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