How to choose the best social media platform for your business.
You’ve probably heard how paramount Social Media Marketing is to the success of your business. But it’s important that you learn how to choose and how to use the social media platform for it so that each campaign supports your business.
After you read this post, there will be absolutely no reason you can’t create a winning social media campaigns — and do it professionally. Not only we are about to provide you with a simple social media formula to follow, but we’re also going to give you step by step guidance on how to do it.
- Identify Your Target Audience
- Identify your ideal customer
- Find your existing customers on social media
- Find new customers on social media.
- Tailor your strategy and content to their specific behavior
- Choose the right platform for your content
- What to post on each social media platform
With all this Social Media how-to, literally, anyone can create campaigns as long as they truly know the subject matter they’re willing to promote. And since you’re an expert in your industry, there’s no longer any reason you can’t sit down and hammer out an excellent social media campaigns for your business.
Let’s start with the main questions:
Should you be using social media for your business at all?
The simple answer to this question is: It depends!
It depends on if your target audience using social media or not. If so, you should be too.
Social media has quickly become one of the most vital segments of digital marketing, which provided incredible benefits that helped to reach millions of consumers globally. But we are in 2018 and does it still provide the same value?
Some businesses look at social media as another plate to spin on their already super busy calendar just because their competitors are there, and it quickly becomes a time and money wasting machine for them.
There is no limit on to how many social media channels businesses can join, so a lot of companies end up joining all of them without considering the serious time and effort, and yes, even money, that will be necessary to build and maintain an effective social media presence on all of these platforms.
Joining every social media channel without considering where your customers are is a very big mistake. You are probably asking yourself but ‘How am I supposed to find out which social network service my customers are using’?
Here is your first mental exercise:
Identify Your Target Audience. Their age range, their average earnings.
Create a list of questions to identify your ideal customer. It will help you to identify and better understand your customers (as well as prospective customers) and make it easier for you to tailor your strategy and content to their specific behavior, concern, and needs.
- What age group do you reach or want to reach?
- Are your typical customers male or female?
- What’s your ideal customer’s average level of income?
- What are some of their likes and dislikes?
- What is their pain points?
- Where are they geographically located? Are they local to you, or do they live all over the world
- Which ethnicity are you targeting? Are you targeting a certain ethnic group, or do they come from a wide range of ethnic backgrounds?
- Where do they search and get their information from?
- Which type of content works best?
Now the social networking platforms. You have to double-check you’re creating content for the right platform where your target audience spends time the most. Take a look at this research by Hubspot, Digital in 2018 Global Overview for more insights about social media use.
Once you get the results from your analysis and have reviewed the demographics of the available research, it’s time to put those observations to work across particular social media platforms. It’s time to find and connect with your customers!
There are two options: finding your existing customers on social media and seeking new ones.
For the first one, you can upload your email database to almost all social media platforms to find your customers there. How to do it?
For Facebook just follow these steps:
1. Create a list of either email addresses or phone numbers using your customer data
2. Save your list in CSV or TXT format
3. Go to the Audiences tab in Adverts Manager
4. Click the Create Audience button, select the Custom Audience option, then choose Customer List
5. Upload the CSV or TXT file list you previously saved, or easily drag and drop your file to the Custom Audience box
6. Your Custom Audience will be ready in about 30 minutes
For a more detailed description on how to target your existing customers on facebook follow this link.
It’s important to note that Once you’ve created a custom audience, you can then ask Facebook to create a lookalike audience. Lookalike audiences are similar to your most valuable audiences. That means Facebook can put you in front of more people who are like your current audience.
To Start Creating Your Lookalike Audience:
1. Click Create a Lookalike Audience.
2. Choose your source (based on an app, conversion pixel, or Facebook page)
3. Select the country where you’d like to find a similar set of people.
4. Choose your desired audience size with the slider.
5. Click Create Audience.
Moreover, Lookalike Audiences can help you create new audiences from one of the accompanying sources:
Custom Audiences: Upload a list of your existing customers using Custom Audiences. Then use Lookalike Audiences to find people who resemble that audience.
Website visitors: Install a Facebook Pixel on your site. Then create Lookalike Audiences based on people who’ve visited specific pages on your website.
Page fans: Use Lookalike Audiences to create an audience based on people who like your Page.
For a more detailed description on how to use Lookalike Audiences follow this link.
How to Upload your email list on LinkedIn:
1. Format the list as a single column, one email address per row, with the word “email” as the first row. You can upload up to 300,000 email addresses.
2. Once you’re on the audience creation page in Campaign Manager, click on Create an audience and choose Match based on a list of email contacts.
3. Upload your file, and click Next.
You are ready to target your customers on LinkedIn.
Just like Facebook’s ‘Lookalike Audiences”, LinkedIn has something similar called ‘LinkedIn Matched Audiences’ which serves the same purpose. For a more detailed description on Getting Started with LinkedIn Matched Audiences follow this link.
When you sync your contacts to your Twitter account, they can help to discover customers you may know on Twitter. Then you’ll be able to find and follow contacts who have allowed other people to find them by their email address or phone number. They can also utilize synced contacts to personalize content, such as making suggestions or showing user accounts and Tweets for you.
To upload contacts on Twitter:
1. Tap the Explore tab then tap the Connect icon
2. Tap Find friends. You will see a prompt asking you to sync your contacts.
3. Tap Sync Contacts. When you sync your contacts, contacts from your device’s address book will be uploaded to Twitter on an ongoing basis.
4. The accounts of contacts from your address book who are already on Twitter will be shown.
If you want to advertise to your customers on Twitter, then you can use Twitter’s Tailored Audiences option on Twitter Ads.
How does it work?
The Audience manager is a tool in your Twitter Ads account for you to review and manage your audiences.
When you log into Twitter Ads, click on the Tools drop-down in the top navigation, select Audience manager and then click on Create new list audience. Give your Twitter Tailored Audience a descriptive name and select the type of data file you are uploading (such as email addresses, Twitter usernames).
Once you’ve uploaded your list of contacts, you can choose to either include or exclude them from your campaign targeting, depending on your remarketing strategy.
For a more detailed guide on how to do it, please feel free to follow this link.
When it comes to finding “lookalike audiences” Twitter also rolled out the ability to target lookalike audiences. Twitter’s lookalike modeling uses a proprietary algorithm that examines modeled users looking for similarities related to behaviors, interests, location, demographic attributes and engagement patterns.
When advertising with Twitter, they will also give you the option to “Expand reach by targeting similar users”, meaning that Twitter will determine which users are similar to those in your original Tailored Audience and allow you to target them.
A Lookalike Audience uses this expanded reach AND excludes your original Tailored Audience — essentially finding a whole new group of prospects for you. The Lookalike Audience will generally be 10 to 20 times the size of your original Tailored Audience.
Now, marketing on Pinterest isn’t for every business, and I wouldn’t recommend spending too much time or too many resources on it if it’s not where your audience is, but if it is, Bob’s your uncle. Here how to find your audience on Pinterest.
You can target your local audience in three ways:
- customer list targeting
- visitor retargeting
- actalike targeting
Creating an audience on Pinterest.
To create an audience, select ‘Audiences’ in the Ads menu, or go to ads.pinterest.com/audiences. From there, you can create different kinds of audiences to help you reach the people you care about. There you can also upload a list of your customers and target them when they visit Pinterest.
Once you’ve identified your most valuable customers, you can use actalike audiences to find and target others like them. Pinteres call it actalikes not lookalike because (according to them) the audiences you target on Pinterest don’t just look similar, they have similar engagement activity too.
For more information on how to target your audience on Pinterest please follow this link.
Just like the above mentioned Social Media Platforms Snapchat has a Custom Audiences targeting option as well.
Snap Audience Match (SAM) Audiences are built directly from your customer lists of emails or device IDs. With SAM Audiences you’ll be able to easily upload your customer lists, get audience insights (such as the number of matched Snapchat users), edit and delete audiences, and create lookalikes from your uploaded data. Please go here for more information on how to create a SAM Audience.
To create a SAM Audience, please follow the steps below.
1. Log in to Ads Manager and click the icon in the top left corner.
2. Go to the ‘Audiences’ view.
3. Click ‘New Audience.’
4. Select ‘Snap Audience Match.’
5. Drag and drop or click to upload the file with your list of users. You can download the example file for reference. While CSV uploads are not required to be hashed, if files are pre-hashed before uploading, they must be:
A single column of e-mails OR mobile advertising IDs. Mixing emails and device IDs in the same file is not allowed.
.csv or .txt.
File size limit of 1 GB.
If files are pre-hashed before uploading they must:
Normalize email addresses by trimming leading and trailing whitespace and converting all characters to lowercase before hashing.
Normalize mobile advertiser id by using all lowercase. Do not remove hyphens.
Hashed using SHA256.
6. Enter your audience name and description.
7. Click ‘Upload.’
Lookalike Audiences consist of Snapchatters who are likely to be interested in your business because they’re similar to people who already are. You will only be able to create a Lookalike Audience if you have already uploaded a SAM Audience. With a Lookalike Audience, you’ll be able to choose the audience size and select a country for the lookalike. At this time, there are only select countries available.
Create a Lookalike Audience on Snapchat:
1. Log in to Ads Manager and click the icon in the top left corner.
2. Go to the ‘Audiences’ view.
3. Click ‘New Audience.’
4. Select ‘Lookalike Audience.’ Please Note: you need a SAM Audience in order to create a Lookalike Audience. You cannot create a Lookalike from a Lookalike.
5. Choose your Seed Audience.
6. Choose a country.
7. Choose your Lookalike type.
Similarity: Smaller audience that has the closest resemblance to the seed audience.
Balance: Mid-size audience that balances resemblance and reach.
Reach: Larger audience that has the broadest resemblance to the seed audience.
8. Enter your audience name and description.
9. Click ‘Create.’
For more information on user targeting options on Snapchat please follow this link.
Now, when you have learned how to find your target audience on social media, its time to look at how you should approach them and in general, how social media can actually be helpful.
Low standard marketers and amateurish online marketing companies have been spamming the world with unwelcome marketing (sending SPAM messages, making phone calls from India) trying to fool naive people. That’s why consumers are not as receptive to what they see on social media as they were anymore.
Some crook marketers did and still doing whatever it takes – such as putting clickbait headlines on useless pieces of inadequate ‘content’ – to maximize clicks and direct response social shares, no matter what the long-term brand damage this will bring.
But social media has the potential to be so much more – if only users and advertisers would think about it in the correct way. So NO spamming! No junk emails, no fake advertisements, no deceptive comments on your social accounts, no tagging on your social accounts to get products seen.
Instead, recognize how and where your target audience wants to view content and deliver it. It is the key to maximizing your contents’ impact.
When it comes to what to post on each social media platform you again need to consider your audience and target market. As we already explained above, every platform has its own audience and each audience has their own expectations for the things they want to see on the platform.
For example, look at these general recommendations:
- Facebook: Videos and content that surrounds your product/service
- Instagram: High-res photos, quotes, stories
- Twitter: News, blog posts, and GIFs
- LinkedIn: Jobs, company news, and professional content
- Pinterest: Infographics and step-by-step photo guides
- Snapchat: Demo your product, give exclusive previews, and promote events
If you can’t get suitable product photos or enough behind-the-scenes photos you can also post content created by other users if it’s relevant to your business. Just be sure to request permission from the original poster before re-posting it.
Convinced to use social media for your business but don’t have time to do it yourself? Contact us today and we will make a social media marketing plan so you can get out there and start posting!
Not convinced? It’s possible social media just isn’t right for your business. No fear, there are plenty of other digital marketing channels you can use for your business.
Contact us using the form below to learn more about a customized strategy and pricing for your business.
Don’t hesitate to ask us for help, that’s what we’re here for.