Different Platforms Deserve Different Approaches
Utilizing the power of social media is an essential aspect of any successful marketing strategy in our modern world. With over half of the global population using some form of social media, these applications have made the ability to connect and promote content much more accessible. Three of the prevalent social medias that marketers have at their disposal are Facebook, Instagram, and LinkedIn. While all social medias serve to allow connection and interaction among users, they each have differing strengths that should be optimized in a digital marketing strategy. Let’s dive into each of these valuable tools and determine how business marketers can best utilize each of them to fulfill marketing objectives.
Facebook Marketing
Facebook has the largest user base of any social network on the planet, with nearly three billion active monthly users. Furthermore, Facebook has no limiting niche user base like LinkedIn does so it can be used to reach a broader audience, which is a great tool for promoting products and services that are relevant to a vast consumer market. Finally, marketers are given more control over ad targeting when utilizing Facebook over other forms of social media, as it contains more personalized consumer data like life events and hobbies.
Facebook is best used when promoting content and brand awareness for a large market and also if the ad strategy is optimized when using individual consumer type data to target users. Facebook also triumphs over many other social medias that place strict limits on content lengths and is favorable when producing content with longer text, picture, or video needs to serve an informational purpose.
Instagram Marketing
Instagram is a visual social app that is popular among a younger demographic, allowing users to create, share and interact with photos and short videos. User engagement rates on this platform are also higher than Facebook and LinkedIn. Lastly, Instagram is an excellent tool for discovery as users are able to quickly scroll through to engage or learn more about images that capture their attention.
Instagram is an excellent tool in building initial and ongoing brand interest through visually appealing content but functions best for companies offering products or services that can be promoted with visually appealing design. This social media should be utilized by marketers to engage with existing and potential customers, while establishing the identify of the brand.
LinkedIn Marketing
While LinkedIn is the smallest of the three mentioned social medias, it is by no means less relevant, as it boasts a user base of almost 800 million users. As LinkedIn is specifically for business and related content, it does a much more efficient job of generating convertible leads. The professional networking site allows marketers access to industry specific personnel and businesses to either find talent, promote a product or service, or create professional content of varying lengths.
Due to its nature of serving a professional audience, LinkedIn is a more effective medium of communication for B2B interactions than either Instagram or Facebook. LinkedIn is also the more appropriate option when targeting a specific industry or business type for advertisements, as while the CPC (cost per click) of LinkedIn ads are substantially higher than Facebook, the leads generated are much more likely to result in sales.
With social media continuing to grow in popularity, and new applications coming out and growing in relevance every year, it’s imperative to incorporate some type of social media strategy into a marketing plan.
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