How do you pick the BEST platforms for your campaign?

Consider three things: 1. What percentage of my audience is on this platform? 2. What is the average cost per 1,000 users (CPM) to reach my audience on this platform / is it efficient? 3. Can I track attribution or success on this platform?

Knowing your audience is like a laser-guided missile for your campaign. When you understand your audience, you hit the bullseye, targeting efficiently and saving money. Your message becomes personalized, addressing their needs and desires, creating a genuine connection. Trust is the currency; understanding your audience builds loyalty, referrals, and a stellar brand reputation. In short, knowing your audience isn't optional; it's your campaign's superpower, ensuring you hit the mark, speak their language, and build unbreakable bonds.

Knowing your audience and conversion persona is critical, it can help with understanding the buyers journey. Exploring previous customer analytics will help create a look alike audience as well as seeing where customers funnel in from so you can choose the best platforms.

Step 1: Know your audience. Step 2: Know your platforms and what they are capable of. Step 3: Customize the campaign to match the audience but also utilize every aspect of the platform. This is guaranteed success. For example, say your audience is a 24-year-old female, and you’re trying to sell her lip oil. Utilize Instagram. Create posts, stories, reels, set up a shop making the product easy to purchase. Partner with influencers and build a community on Instagram surrounded by the benefits and life improvements your oil can provide!

Knowing your audience is a basic yet fundamental element to note. Wether you are introducing a new product or growing an existing one - this is certainly a KEY item, if not, the most important to consider.

Once you know who your audience is, try to understand what is it that you want to achieve from them. Every goal can be achieved if you know the right platform and that is only possible when you have a clear goal. So first be very clear about that, and then go ahead with the other processes.

You should also consider experimentation costs within the budget. Maybe it's a new channel your customers are on or a new type of ad you feel will work well. Or maybe you need to test the messaging, design, etc. Of course, it needs to be backed by solid research and aligned with your end goal of the campaign. It can be difficult to convince stakeholders so set expectations in the beginning and try to keep this budget to a minimum. But it's a good practice to keep stakeholders open to experimentation because you don't know which of your ideas will end up driving massive revenue.

One approach is to align budget with sales targets, especially with smaller organizations with limited/minimal resources. Marketing efforts and activities should complement with that of sales to meet the numbers.

Along with content selection, one thing which usually gets left out is to have a creative specific to that particular platform you choose. A creative that works for YouTube might not be the best fit for X( formerly Twitter). Creating a TVC and implementing it or( it’s shortened versions) everywhere doesn’t work. Every platform today has some specific guidelines to help you curate creatives on their platforms- try to follow those guidelines as much as possible to have maximum impact on that particular platform and get the most of the content that you create.

It's always important when creating content that the content be native to the platform you are creating it for. For example: video and image sizing is important. Also, content styles the align with the social platform tend to perform better overall. When shooting video content and editing, make sure the style fits the platform so the algorithm can push it accordingly.

As they say, you cannot improve what you cannot measure. Having quantifiable data would always serve as a basis to guage the performance of campaigns.