Thinking of different ways to inspire your target demographic across your different social channels, and are unsure of where to start? Perhaps you just want to spruce up the content output of your business in 2021, and are wondering which formats would be best for the types of people you want to attract?
Whatever the case may be, take a look at this quick guide, highlighting some of the different content types that you might be missing out on in your strategy, and also some general tips on how to get the most out of your hard work in the online space.
Mastering each social media platform
When getting started with re-assessing your online marketing strategy, one of the best things to do is to look at each social media platform, and see how you can adapt your content to fit each one well. Here are two key examples of how you could change up your content strategy, depending on some of the major social media platforms:
LinkedIn – If you’re trying to reach a more professional audience base, perhaps offering a service or product that assists in the workplace or with getting tasks completed, LinkedIn can be a great way to spread a professional looking message. Of course, the intent of the users on that platform is often work-orientated, and accessed during work hours, so this can help you to get through to people when they are in that frame of mind.
For this site, you might decide to offer a long-form article, with testimonials from previous clients/customers, or even a sponsored message to those that you think might benefit from what you have to offer. This is also a great strategy if you’re looking to collaborate with a peer in your industry, or are trying to network with like-minded people.
Instagram – Being an image-focused site, Instagram won’t benefit from the sorts of text-heavy posts that you put out on Facebook or LinkedIn, and so you want to think about creating a striking, colourful image that will grab the user’s attention as they scroll down their feed. From there, you can use things like emojis and additional images in a roll in order to entice customers to go over to your profile and see what you have to offer.
Giving the customer the option
Particularly depending on the type of demographic that you’re looking to attract, certain types of people tend to gravitate towards certain types of content. For example, young people looking to learn about a new product or service may be more likely to watch a short, informative video, with accompanying visuals and flair, as opposed to a more long-form guide.
Case Study - Take a look at the award-winning property investment company RWinvest as a quick example. Not only do they offer a variety of investment-specific guides and long-form articles, but they also provide podcasts and video content for those that prefer a visual component. Again, offering varied content formats like this allows you to potentially reach new audiences.
Getting the most out of your hard work
Rather than painstakingly producing completely separate pieces of content for the different social channels you’re on, think about how you can repurpose and repackage the work that you’ve done to increase efficiency. For example, if you’ve created a long-form podcast on a topic relevant to your business niche to go on podcast services (such as Spotify and Apple Podcasts), you might want to accompany it with a motion graphic for a video counterpart on YouTube, too.
You could even break up separate conversations and snippets within the longer podcast, putting them out in bitesize chunks on the likes of Facebook, Instagram and LinkedIn and then funnelling more traffic back to the original podcast source. Brand synergy might sound like a buzzword or marketing spiel team, but it is certainly worth thinking about.