By Frances Chiu
When you hear the term digital marketing, a few examples may come to mind. Perhaps you can remember a viral campaign on Facebook, sponsored ad on Instagram, or popular YouTube personality acting as a spokesperson for a certain product. These are all common forms of social media marketing — which most of us see every day.
In recent years, social media platforms have emerged as a popular — and essential — channel for digital marketers to reach their target audiences. With 2.46 billion people worldwide using social networks today, according to the statistics site Statista, this is a huge online audience that marketers can’t ignore.
Social media platforms such as Facebook and Instagram have developed many advanced features that allow marketers to target different user segments based on their demographics, geographic locations, languages, interests, online behaviors, and more. Ad formats may include sponsored posts and various types of banner and video ads.
With so many platforms, though, it can be overwhelming to determine which ones to utilize, and how best to leverage a particular platform’s features to reach specific segments of users.
Before carrying out a social media marketing campaign, you must first ask yourself the following three questions:
1. What is the objective of your campaign?
Marketers launch campaigns for various reasons, including building brand awareness, generating sales, strengthening customer relationships, or acquiring new customers. By answering this question, you’ll know what KPIs (key performance indicators) to set and who you want to target. For example, if you want to acquire new customers, your target audience would be people who fit into your customer profiles, or personas, but are not yet your customers. Your KPIs could be the number of new potential customer email addresses you want to collect, and how many new buying customers you want to acquire through the campaign.
2. Which social media platforms does your target audience use?
Find out about the demographics, geographic coverage (i.e., where the platform’s users are based), user interests, and behaviors for each social media platform you’re considering using. This will help you track down and reach out to the target audience that you have defined based on your campaign objectives.
3. What is the mindset and intention of users on different social networks?
On a professional network such as LinkedIn, users want to display their professional competency, improve themselves professionally, and connect with business associates or authoritative people within certain industries. On personal networks like Facebook and Instagram, users look to display their lifestyle and beliefs, entertain themselves, and connect with family and friends.
Therefore, a user may be more receptive to a software promotion ad on LinkedIn than on Facebook. Similarly, a leisure travel ad might perform better on Instagram than LinkedIn. So, reach out to your audience where they are “tuned in” to your message.
In conclusion, choosing the appropriate social media platform — where your target audience is present, plus, tuned in with the right mindset to receive your type of marketing message — is already half the battle in creating a successful social media campaign.