How do you tailor social media marketing for different groups?

What business objectives are you trying to accomplish? Driving revenue, launching a new product, or building an audience for future nuturing?

We all know we should be S.M.A.R.T. But how exactly does one translate business goals into social goals? It's simple: Brand Awareness = Reach/Impressions Word of Mouth = Shares, Likes, Retweets, Tagging Sales = Tracked Conversion (you might want to look up what a UTM parameter is, if you're running A/B tested PPC campaigns) Subscribers = Conversion (Did they follow through on your CTA with data capture?) Thought Leadership = Consumption (think post saves on Instagram)

Hugely important! No one size fits all, each company is different with different goals and different audiences. A tailored approach is needed when using any social media platform. Don't be on every social media platform because 'everyone else is' or 'it's the place to be' - go only where your target audience is and work out WHAT you want to achieve in each place and from each piece of content you produce! & when thinking about my audience, I like to think - what's in it for them!

Before you can even think about creating tailored social media content, you need to know who you're creating it for. Who is your audience? What are their interests, pain points, and goals? What platforms do they use? Once you have a clear understanding of each group, you can create content that resonates with them. For example, if you're targeting millennials on Instagram, you might use bright colors, trendy hashtags, and witty captions. But if you're targeting baby boomers on Facebook, you might use more subdued colors, longer captions, and helpful tips.

Each social media platform has its own best practices when it comes to content creation. For example, Twitter limits you to 280 characters, so you need to be concise. Instagram favors high-quality visuals, so you need to make sure your images are eye-catching. Facebook favors longer-form content, so you can get away with longer captions and more detailed posts. By following each platform's best practices, you'll ensure that your content looks and feels right to your audience.

No one likes to be bombarded with the same type of content all the time. Mix it up! Try different types of content, such as videos, podcasts, infographics, and webinars. Different types of content appeal to different groups. For example, younger audiences tend to prefer short, snackable videos, while older audiences prefer longer, more detailed content that they can read at their own pace. By varying your content types and formats, you'll keep your audience engaged and coming back for more.

Sure, we should be mixing it up. But how do you get the perfect content mix? And how should you organize? Owned Anything that you have made as your own. UGC Perhaps the most valuable piece of content, this is any type of media created and posted by the audience. It builds trust and reputation. Earned The difference between UGC and Earned, is that Earned typically comes as solicited testimonials and reviews. Aggregated E.g articles shared from a 3rd party that does not directly relate to your brand or business EGC Employees sharing the company's content with their own thoughts. Employees who employ personal branding and create useful and relative content that you, as the business, share. Then we have: Paid Organic Snackable Reactive

Social media is a two-way conversation. Don't forget to engage with your audience! Respond to comments, answer questions, and participate in conversations. By engaging with your audience, you'll build trust, establish relationships, and show that you care about their needs and opinions. Plus, engagement is a great way to get feedback on your content and ideas for future posts.

How about we bring our offline world into the online one? In today's connected world, it's all about delivering a smooth, seamless experience to our customers. So, why not blend our physical and digital interactions? Think about it - using a cheeky QR code in your physical store that leads to an exclusive social media post, or throwing in a custom hashtag on your in-store displays to get customers buzzing on Twitter or Instagram. Even geotagging posts can give that extra personal touch, making customers feel connected to your brand, no matter where they are. In a nutshell, let's blur the lines between the online and offline, and create a social media marketing strategy that speaks to all aspects of our audience's lives

Excellent takes on this. Elevate your digital marketing efforts with offline activations at events. This is where guerilla marketing comes in handy. You could do something small and simple such as an AR filter or a QR code, or go big or go home with out-of-the-box thinking. Take a look at the "Domino’s Paving for Pizza" campaign for inspiration, or Google "Healing Help brings stuffed koalas to NYC to raise awareness of the Australian wildfires". There's so much creativity out there, we don't need to be boring.

Totally agree Christian. When we arrive at a drinks party we make say hello, we get to know someone, we make conversation, and ask people questions. Engagement on social media is just the same type of conversation - it's a two way thing and should aim to be as authentic as it would be in real life / face to face 'social' situation.