With so many platforms and places for customers to consume content, how do you know where to put your budget? How many platforms should you be on? How often should you post to these platforms? Where do you focus your attention to maximize your market spend? Platform anxiety is real, folks. But you can relax. Here are four easy ways to stress less and engage more.
Go Where Your Audience Is
Audience demographics vary exponentially from one platform to the next. Getting your message out to the right audience is key, and the right social platform can help you target the right crowd. Data analysis and insights on your customers’ preferences will help define your target so you can choose your platforms accordingly. Once you have that information, conduct an audit of your current audience and platforms. If those don’t align, it’s time to revise your strategy and meet people where they are. Luckie’s publicity and communications specialist, Maree Jones, suggests that “by understanding our audiences – whether B2C or B2B – we can create content that reaches the right people on the right platform and through the best medium.” Spoiler alert: You don’t have to be everywhere, only where your audience is.
Let Your Insights Be Your Guide
So how many platforms are too many or too few? Part of platform anxiety is the fear of over or under saturation, and there are plenty of reports that substantiate these fears. When platform anxiety kicks in, Jones suggests turning to insights as you are selecting platforms. “At Luckie,” she says, “we believe that insights derived from data can dictate much, if not all, of the content creation and distribution process. Customer journeys can be very complex, which demands that we take a smarter approach to platform selection.”
The frequency at which your audience is targeted is affected by the platform you choose. After you have chosen your platforms, schedule posts according to the best timing practices for each platform and then adjust based on what yields the most engagement from your target. There’s a natural diminishing return baked into social media at its core, and if you pay attention to it, it will tell you when the time is right for new content or new platform strategies. This is where insights become your best friend.
Lose Control: Focus on Customer Value
Surrendering control of your message is a real concern. Content is the magic bullet, and for many, authorship is a crucial component. When it comes down to it, the consumer is the best source of innovation you could hope to find. “We are obsessed with customer engagement, and Luckie often leans on professional consumers (or influencers) to partner with us in the content creation process,” Jones says. “These influencers know their audiences and what they’ll respond to better than marketers ever could.” Partnerships with such influencers provide value across a range of platforms and expose your clients to a trusting demographic.
Don’t Panic About Millennials
Millennials aren’t scary, just selective when it comes to marketing. So personalization can play a big role in platform selection and content development for this demographic. When creating content that targets millennials, the name of the game is authenticity. Remember that this generation has tremendous purchasing power and can smell “sales” from a mile away. Focus on providing entertaining, informative content they will want to interact with. Make your multichannel approach customizable, adjusting content by platform.
When targeting demographics, Luckie finds out where the target lives and goes there. Read all about how we used dynamic segmentation and a multichannel approach to help our spirits client get closer to its consumers and increase brand purchases. If you like what you see, please follow our work on Facebook, Twitter and Instagram.