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What Your Social Media Strategy is Missing



A well-researched, data-driven social media strategy is your best chance of success, no matter the platform you're using. If your campaigns aren’t getting the reach you want, it’s time to do something about it. Read on to find out what your social media strategy is missing.


1. Relevant Landing Pages

While you may not automatically associate social media success with your website design, the two go hand-in-hand. Having a campaign-specific landing page makes it easier to attract leads from your social media accounts to your brand’s website. While your audience may otherwise follow a link to visit your site from your social media profile, having a landing page for your campaign will help your audience easily find what they're searching for.


Social media landing pages are effective for everything from collecting email subscriptions to driving sales by pointing your audience to your latest promotions. Whatever your next campaign is, a landing page should be a part of your social media strategy.


2. Segmented Content for Different Platforms

Another important detail your social media strategy may be missing is segmented content for each platform. Just like your clients and customers, no two social media platforms are quite the same. For example, while Instagram puts a heavy emphasis on visuals and short-form video content, sites like LinkedIn favor long-form written content.


As you consider how to go about segmenting your content, think about your target audience. Which social media platforms do your followers use the most? By answering this question, you'll be able to choose the platforms that are most likely to reach your audience.


Consider the following for the most popular social media platforms:


  • Twitter -- Share trending topics and newsworthy information.


  • Facebook -- Videos, blog posts, and live streams do exceptionally well on this platform.

  • Instagram -- Use visuals like illustrations, photos, videos, and behind-the-scenes content to connect to your audience.


3. Video Content

Video is one of the leading mediums in the world of marketing. Despite this, many brands spend little time investing in video marketing. Statistics show that videos drive 82% of all web traffic, making them an integral part of any social media strategy. Adding more video marketing to your next campaign will help to improve your reach while diversifying your content.


4. Listening to Your Audience

When it comes to marketing, many brands make the mistake of focusing all of their efforts on promoting as much as possible. As important as promotion is, listening is another important part of reaching your audience. Consumers today are taking to their favorite social platforms to share their negative and positive experiences with brands.


Failing to effectively listen to your audience on social media will cause you to appear tone-deaf. Avoid this by taking your followers’ and customers’ opinions into consideration before, during, and after each campaign.


5. Retargeting Your Audience

Most brands’ social media strategies include defining their target audience. While this initial step is essential in understanding who you are trying to reach with your social media campaigns, the targeting should not end there. To make sure your campaigns are as effective as possible, it's important to practice audience retargeting. This involves reviewing data about your audience to learn more about what they want from your brand.


As your social media campaign continues to evolve, keep this guide in mind. With a solid social media strategy, you’ll be able to successfully reach your audience as you build a powerful presence on every social media platform you use.


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