Instead, you should focus on the select few social media networks that work best with your industry and audience, because believe it or not – not all social media platforms are created equally. There’s no one-size-fits-all network you can just plug into any strategy. It’s incredibly important to know which social media network is best suited for your brand in order to give your marketing efforts the best chance at growing your business.
How social media fits into your brand’s overall marketing strategy
Most companies (rightfully) break their digital marketing efforts into 3 buckets: content paid advertising, and social media. While each has its pros and cons, the best strategies are derived from all 3 pieces working together in harmony.
We consider social media to be the ‘glue’ that holds the rest of the strategy together. In the beginning, very few users will find your company via your social profiles because they won’t know to look for them, and you won’t be established enough to have people organically sharing your content (yet!).
But your social media strategy will change all that.
Half of your content strategy is all about creating buzz-worthy pieces around your home owner database brand and leading people back to your site. The other half is leveraging your social media strategy to disperse your content so people can find it in the first place.
Initially, you won’t have a super-engaged audience to generate organic shares. Instead, you’ll have to put out paid ads to target your ideal demographics on social media. Then, once you build an audience of followers, it will be much easier to enlist them to do some organic sharing of their own.
It’s easy to see how social media is a bridge that can connect your content marketing and paid advertising efforts into an overall cohesive marketing strategy. Plus, in addition to its content and paid ad benefits, there are other reasons to have an engaged social media presence, too.
When you’re first getting your company off the ground and thinking about an online presence, it makes sense to want to be everywhere to spread your message as far as possible. However, the truth is that effective social media marketing doesn’t succeed just because you created a few business accounts and started posting to them. You need an actual strategy that works toward SMART goals, and then the time and consistency to follow through appropriately.
