Knowing your audience and where to connect with them is a cornerstone of good marketing. However, today’s ever-changing digital landscape can make that a challenge, especially when it comes to social media platforms.
It’s estimated that by 2021 there will be 3.1 billion social media users around the world. And while new platforms continue to pop up like summer daisies, the major players continue to dominate: Facebook, Twitter, Instagram, Snapchat, Pinterest, and Reddit.
With that many eyes on content, social media is an integral part of your marketing strategy, but can you be everywhere? The bigger question may be, should you be everywhere?
What is the best approach when choosing a social media platform to reach your ideal audience?
The first deciding factor is your ideal demographic. For education marketing, the 17-25 demographic, (and in some cases up to age 35) traditional Facebook is not going to yield much return. However, instant messaging leads in popularity for the 17-25 age group and Facebook Messenger is still widely used, as is another Facebook property; Whatsapp. This is now the number one instant messaging platform not only in the US, but worldwide.
These platforms play a significant role in reaching the audience and should be part of your lead generation and visibility plan. However, the return may not be as immediate as you would initially hope.
While users notice advertising and may click through to your landing page, completion rates drop significantly. If they are highly engaged with messaging, they usually aren’t motivated to leave the messaging platform to spend time on an outside site.
That’s not to say it’s not valuable to be visible there. It’s how you leverage your presence that matters.
Leverage Pixels for a Greater Marketing Reach
A Pixel is a line of code that captures a user’s digital info and then finds them on other platforms.
Think about something you may have searched for, such as a new fridge or a lawn mower part, only to suddenly see ads everywhere for the same item. That’s a Pixel at work.
This allows you to be seen and remarketed to on other sites, eventually building enough brand awareness that your targeted ad conversion will be much higher. One benefit of Pixel info is the ability to place targeted ads on other platforms at a lower cost per click.
Using Social Media for Lead Generation
When you’re ready to strategically use social media for lead generation, a discussion with a marketing agency can save you headaches and some wasted marketing funds. The best platform for you isn’t always what’s working for someone else, it’s what is best for your goals. With a focus on your organization’s goals and budget, an agency can help you navigate the options, understand cost per click, and determine your ROI when it comes to marketing on social media.
Reaching your ideal audience is never a one-size-fits-all process. Social media is no exception. It’s also only one component of an overall successful marketing campaign.
The digital landscape is certain to shift, new platforms will continue to capture attention, and your ideal audience will be hungry for more – which means more opportunities to meet them where they are.
Need help finding where your ideal audience is hanging out, besides at home, contact our team today.
We’d love to help you determine where your ideal audience is hanging out and what they are talking about, messaging, posting, and watching so you can make a great connection with them. Just ask us.
