Articles - Nett Solutions Blog

Social media marketing is crucial for all businesses, but creating a solid strategy can be tough. You need to build the right campaigns for the right users on the right platforms to achieve the best results. So, where do you start?

Our Orange County digital marketing agency shares five tips to help you build your social media marketing strategy below.

Get an Insight into Your Audience

Before you can build a successful social media marketing strategy, you should have a clear idea of who you’re trying to reach with your campaigns. Guesswork and assumptions will only get you so far.

Essential details include average age and income, location, interests, and occupation. You also need to know which platforms your audience uses, and where they’re more likely to be found at certain times. The more you know about the people you want to target, the more of an impact your marketing will make.

Create Marketing Campaigns that Appeal to Different Audience Segments

Now that you know your audience in more detail, separate them into different segments based on key demographics. You might segment audiences according to their age, occupation, or location, depending on the products or services you’re promoting.

Audience segmentation helps you deliver more relevant content to specific groups to boost engagement. Trying to appeal to everyone is likely to waste time and money.

Make Sure Campaigns Align with Each Platform’s Style and Users

Your social media marketing should match each platform and the users you want to target. While people across different age groups use social media, each one has more users in specific age ranges than others.

The majority of TikTok users (around 18%) are aged 18 — 24.
Most Facebook users (just over 18%) are aged 25 — 34.
X (formerly Twitter) is most popular with users in the 25 — 34 age range (around 38%).
78% of people aged 18 — 29 in the US use Instagram

Understanding the key demographics for each platform, and the popular types of content on it, will help you create the most appealing posts.

Monitor Campaign Performance Carefully

Studying data gathered from your social media marketing campaigns will help you monitor their performance and spot ways to improve them. You should track several metrics to get a clear overview of your campaigns’ visibility and success.

Helpful metrics include:

Clicks
Likes/comments
Impressions
Conversion rates
Return on Ad Spend (ROAS)

Certain posts will perform better than others. Compare these to less-successful posts to understand why they achieve different results, and use what you learn to improve future campaigns.

Work with a Social Media Agency

Working with a social media agency is a simpler, more efficient option than creating and managing your own strategy. A seasoned team will have hands-on experience of helping businesses reach their target audience across multiple platforms. When you leave it to the experts, you’ll have more time to focus on your business.

Our Orange County digital marketing agency is ready to build a detailed strategy to take your social media marketing to the next level. Ready to chat? Get in touch with our team today!

Personas are a popular tool in digital marketing. A software business, for instance, might build user personas to understand who their new product is for. That can reduce the risk of launching a new program that fails to deliver the features that the target users need most.

Similarly, creating a persona for content marketing can help you bring the right information to the right people. You’ll find it easier to build content that engages the relevant audience segments and remains consistent.

But how do you create a persona for your content? Our Orange County digital marketing agency shares some tips to help you get it right

Research Your Audience

To create a persona, you need to know as much about your audience as you can. Here are a few ideas to keep in mind:

Send surveys to customers asking their opinion on your current content, the content they like to read, and what they find least appealing about content in general.
Chat with sales and support staff about common pain points. What drives customers to contact your business? What issues do they face? These insights can help you develop accurate personas.
Check your leading competitors’ content. What types of blog posts published on their site achieve the highest engagement? Which formats do they use most often, and how do readers/viewers react? You might learn more about what your shared audience likes and dislikes.
Pay attention to social media conversations related to your industry, business, and content. Social channels give you a direct connection to different audience segments, and can be vital when building personas.

When you gather information on your audience and how they engage with content, you can start crafting your personas.

Consider Your Target Readers’ Goals and Challenges

Use the information you gathered through your research to build a brief character study of your target reader, viewer, or listener. A content marketing persona should include essential details such as:

Age
Gender
Location
Occupation (mainly for B2B companies)
Goal (what they’re looking for when they come to your content)
Challenges (what’s preventing them from getting what they want)
Social media channels

You only need to provide basic details in each area — personas should give you and your team at-a-glance breakdowns of the target individual.

Understand What Each Persona Needs at Different Stages of the Customer Journey

Content is important throughout the customer journey, so bear that in mind when planning your publication schedule.

For example, a potential buyer will find certain blog posts invaluable at the start of their journey (the awareness stage), such as a concise overview of a specific product or service.

Your content marketing personas can help you understand different readers’ goals and challenges at each stage of their customer journey. Consider how your content can engage them and encourage them to become loyal buyers. Brainstorm content ideas for each stage of the customer journey across your audience segments.

Our Orange County digital marketing pros are here to boost your business’s visibility on search engines through SEO, SEP, retargeting, and more. Contact us today to get started!