How do you tailor your marketing story to different platforms?

You have to understand who cares about you where. What you are going to post on a place like TikTok probably doesn't have a place on your Instagram unless your audience information aligns. You can beat back against this by either trying to align your audiences through targeted paid spend or optimize your content for the other platforms/ lean on strategic partners to put specific content in front of other audiences.

I look at each platform like different children in one big marketing family. Though they all may be similar and be part of the same family, each one is slightly different and therefore requires a different language, post format, and a different way to reach your target demographic. Tailoring your message comes with knowing what each platform specializes in and the demographic of the primary users. LinkedIn is great for businesses focusing on B2B, and has a more professional tone. Instagram is great for visual products and is heavily used by millennials so posting here requires images & videos that stop the scroll. Tik Tok attracts a younger audience and less polished videos, so unedited communication and B-roll footage work great.

Your audience on LinkedIn will inevitably vary to the ones you have on TikTok. You can judge that by the way people interact in the comments or functionally. On TikTok you can leave gifts and go crazy with the engagement - LinkedIn is more intentional through the use of a set amount of emojis or through commenting on the post and or sharing!

At the heart of all marketing and social content is storytelling. You want to connect to your audience on a human level, strike an emotion, and tell a story. What I find most helpful in developing brand voice is finding a way to totally immerse yourself in the culture of that brand. Get on GolfTok, follow fashion designers on IG, utilize social media in a way that puts you in that world and naturally your voice will start to pick up the vocabulary and trends of that brand. The best way to market is to truly be interested in the brand and the product and find a way to genuinely connect to those who are interested.

Actively & authentically network: With much alignment around tailoring content to specific audience platform expectations, utilize people already engaging in those environments. Seek out & engage influencers with your brand. It takes nuancing and building relationship (reciprocal rewards: like/share/interact with their content) but the ROI on a genuine voice within your target forum is very valuable.

Tailoring your marketing story to different platforms involves leveraging each platform's unique strengths. For example, on visual platforms like Instagram, focus on captivating images or videos to showcase products or services creatively. On LinkedIn, emphasize professional achievements and industry insights to engage with a business-focused audience. Twitter's concise format is ideal for sharing quick updates or engaging in real-time conversations. By understanding the audience and functionality of each platform, you can craft content that resonates effectively, maximizing engagement and impact.

Each platform you use will work better with certain media. IG for video and images, LinkedIn for long form writing, YouTube for video. Understanding this should help with your marketing strategy with which to use.

Start by gaining a deep understanding of the demographics, user behavior, and content preferences of each platform's audience. This includes factors such as age, gender, interests, browsing habits, and engagement patterns.

From a pragmatic perspective, know not just the format and form factor of the ad formats but also about the mechanical features. Kb size, looping restrictions, number of panes, interactivity features such as the ability to add comments, click in further. Also, from a behavioral perspective, understand how people typically use (likes over comments) or don't use (E.G. vanity URLs in print) those features so you can design accordingly.

Tailoring your marketing story to different platforms involves understanding each platform's audience, tone, and format. For example, on social media like Twitter, where brevity is key, focus on concise, attention-grabbing messages. On visual platforms like Instagram, emphasize high-quality visuals to engage users scrolling through their feeds. For professional platforms like LinkedIn, share industry insights and thought leadership content. Adapt your content to suit the platform's unique characteristics while maintaining consistency in your brand messaging and storytelling across all channels.

In terms of content adoption, we ensure our marketing story aligns with the unique features and capabilities of each platform. This involves crafting content formats that are native to each platform, optimizing for visibility and engagement. By adapting our story to suit the platform's content ecosystem, we enhance its reach and effectiveness.

Know how each platform works best for content. Each has their own design, style, size preference to content. Knowing this helps you to tailor content for each to maximise the appeal and success of your content.

Don’t worry about sacrificing content performance on one channel by adapting it for a different channel. Focus on reaching new audiences who otherwise never would have seen the original content. Surface the most valuable information from your content and serve it to new audiences in a channel-friendly format that meets them where they already are.

This is a key factor! Video content for instance, mostly gets better reach on Instagram (especially to new accounts that do not follow you), while on Facebook, Twitter, and Linkedin, it's a hit or miss. Visuals on Instagram are also absolutely important, meaning pictures and multiple images. I'm not very experienced with Pinterest, but I think keywords make a really huge difference to clarify what your posts are about.

In my experience for SaaS product marketing, two things are most important: 1. Having content marketers in place with deep expertise on the platforms you use (a.k.a. where your customers spend time). They know the best practices for length, style, tone, and format that will create the most engagement, and therefore can shape the underlying message in the best way for that audience and channel. 2. Creating a “messaging house” or plan-on-a-page that succinctly distills your message into its most basic and usable parts. This includes a problem statement, value proposition, differentiation, proof points, and supporting product functionality. From there, your trusted channel experts can tailor and combine those pieces as needed per channel.

Tailoring your marketing story to different platforms involves maintaining consistent messaging while adapting to the unique characteristics and audience preferences of each platform. Start by understanding the demographics, behavior, and expectations of users on each platform. Then, craft your story to resonate with their interests and communication style. Use visuals, language, and formats that suit each platform, whether it's concise and visual for social media or detailed and informative for a blog. By maintaining consistency in your core message while adapting to platform nuances, you ensure relevance and engagement across diverse audiences.

Consistency vs allotted real estate for your content are quite the battle. It's the art of making your website Hero placement messaging then translate into your app's tiny 1-Up card. Hit the taglines on both viewports, and keep it as consistent as possible so it doesn't look like a whole new campaign on the web vs mobile app. Thankfully, we have UX/design to help with visually keeping the content consistent, but that should be seen as complimentary - your messaging is what customers will remember.

Format is key to driving engagement, especially on social. Remember audiences open an app because they want to browse social media, not because they want to be driven to a bunch of other apps or websites. Give your audience valuable content they can consume and engage with directly in their feed. Make it digestible so audiences can quickly see the value and drop a like before they get right back to scrolling.

Actively engage with your audience on each platform by responding to comments, addressing questions, and participating in conversations. This helps humanize your brand and build stronger connections with your audience.

Tailoring your marketing story to different platforms involves understanding each platform's unique audience and capabilities. For example, on social media, use visually appealing content and hashtags to engage users. On blogs or websites, focus on providing valuable information or storytelling. Email marketing can be personalized and targeted based on user preferences. Ultimately, adapt your message and format to resonate with each platform's users, maximizing engagement and effectiveness.

We adapt our marketing story to resonate with diverse platforms by customizing content formats, tones, and visuals to suit each platform's audience preferences and engagement tactics.

Navigating the metrics and understanding your analytics is one major way to know the content most suitable for a particular platform. But you can't read the analysis right if there's no A/B testing i.e crafting different content and seeing the one that evolves with your audience. With an A/B testing, analyzing across all platforms will help tailor your content to the platform where it is more effective.

Tailoring your marketing story to different platforms involves analyzing each platform's audience, features, and engagement metrics. Understand the demographics, preferences, and behaviors unique to each platform. Adapt your message, content format, and tone to resonate with users. Iterate based on performance data, A/B testing, and feedback. Continuously refine strategies to optimize effectiveness and achieve desired outcomes across diverse platforms.

Continuously monitor the performance of your marketing efforts on each platform and use A/B testing and analytics to refine your approach. Experiment with different messaging, content formats, and strategies to identify what resonates best with your audience on each platform.

Creating a process to analyze campaign performance and then adjusting accordingly is vital to the success of a marketing team. -Bake this routine into your weekly schedule. -Get creative with how you talk about data. It's the narrative you tell that matters. -Find out what resonate with your audiences and lean into it. -Stay goal oriented and relay data to specific strategies and tactics that will help you meet them.

Get back to basic when needed. -Your target audience may not even be online or on social media. Figure out where they are and then reach them there. -In-person, real life, experiential marketing works and can create meaningful and memorable moments that your audiences will remember for far longer than a social post.

It's also good to consider your goal/what you aim to achieve from your post. Is it to drive your audience to another platform, e.g., a website? Is there something you want your viewers to do after reading your story? The goal can be as basic as informing or entertaining.