Aligning Your Social Media Strategy with Your Business and Audience

By Madison Taylor
September 1, 2022

Social media remains one of the most popular business marketing strategies, with 77% of marketers reporting its effectiveness for their company. One major hurdle in social media strategy lies in aligning its content to specific business and audience needs. The same report shares that 27% of respondents list the creation of engaging content as their biggest challenge.

Utilizing social media strategies at their fullest potential involves a systematic approach that includes clear workflows based on a structured plan. When carefully executed, a social media digital marketing strategy establishes brand awareness, improves credibility, and ultimately grows and scales a business.

With over 4.48 billion active social media users, modern businesses can significantly enhance customer engagement by aligning their advertising strategy to each target market.

Revisit Business Goals

A company’s business goals will determine the trajectory of its advertising strategy and digital marketing practices. Ideally, organizations should make these goals measurable, such as via SMART guidelines. These tangible objectives will help businesses guide their social media strategies and focus on realizing each goal.

Businesses can lay down SMART guidelines by asking strategic questions on the purpose and goals of accomplishing each business goal.

SMART business goals provide realistic standards and measurable progress while following a specific timeline. The next step involves identifying target audiences and leveraging the most suitable social media platform.

Select the Most Suitable Social Media Platform

Businesses should identify their target market to deliver the most cost-effective social media advertising strategy. While social media use has become increasingly popular, there are disparities between platform preferences and user behavior.

For example, market research shows that millennial or Gen Z audiences worldwide have an average of 8.4 social media accounts and sway toward visual platforms such as Instagram and TikTok. Alternatively, older target market audiences may prefer Facebook or YouTube as a source of information.

One crucial step in an efficient social media plan involves identifying the preferences of each demographic before going ahead with a digital marketing campaign. By doing so, businesses can prioritize goals, streamline their outreach strategies, and confidently achieve cost-effective results.

Often, businesses can determine the most suitable social media platforms by considering their products and industry, which will optimize overall engagement rates. When in doubt, businesses may perform a market analysis to identify the top-performing social media platforms utilized by their closest competitors.

Understand and Optimize Audience Interaction

Social media audiences interact across sites through diverse methods that ultimately shape the effectiveness of an advertising strategy. These interactions involve all forms of two-way communication between businesses and their audiences, including likes, comments, and re-posting.

Generally, positive social media interactions can result in a plethora of business benefits. One market report shares that 77% of respondents choose a brand after experiencing positive interactions on social media. About 78% of audiences eventually purchase from the company.

Many companies have seen the accelerated digital transformation of their business strategies through the unmatched accessibility of social media marketing, which will likely remain a primary driver of actionable insights in the digital age.

Check and Optimize KPIs

As with any marketing strategy, businesses need to keep a close watch over KPIs across social media platforms to determine the effectiveness of ongoing campaigns. Critical social media digital marketing KPIs often include:

Brand reach KPIs – These metrics indicate how brands influence audiences (i.e., brand awareness), including total impressions and share of voice (SOV).

Conversion Metrics KPIs – A measurable value that displays a social network’s impact on leads and revenue flow. Conversion metrics include popular processes such as cost-per-click (CPC), conversion rate, and click-through rate (CTR).

Engagement Rate KPIs – These KPIs offer insights into the level of interest that audiences display toward specific content. The success of engagement rate KPIs depends on user interactions such as likes, shares, and comments.

Partnering with a professional marketing team allows businesses to automate their social media strategy management. Specifically, marketing experts can efficiently compile KPI data from across multiple sites for easy reference and frictionless reporting. The process makes it extremely convenient to track top-performing social media channels and maximize marketing ROI.

Aligning Social Media Strategy for Success

Appropriate content matters more than volume when it comes to leading social media strategies. Businesses can keep social media campaigns relevant by thoroughly researching the needs, demands, and concerns of each target market and delivering compelling content in response.

As a final touch, businesses should incorporate their brand’s unique voice, tone, and style across social channels to provide a truly exclusive experience that promotes lasting audience relations.

Madison Taylor Marketing – Social Media Advertising Strategy Made Easy

The marketing specialists at Madison Taylor Marketing provide the unique experience and professionalism to help businesses utilize the most effective content for audience engagement every time.

Through collaborating with Madison Taylor Marketing, brands can hone in on the right strategy for each customer. With summer in full swing and many decision-makers on vacation, businesses can take the golden opportunity to delve deeper into target audience preferences to achieve the greatest positive response.

Contact Madison Taylor Marketing to discover a winning social media advertising strategy that engages and converts the most valuable audiences.