How to Get More Out of Your Socials
Most business owners are aware that social media is integral in 2022– where they fail is maximizing their efforts by creating and executing cross-platform campaigns. Cross-platform campaigns allow you to get more out of your marketing efforts–growing your awareness and reach with one good campaign at a time.?
What is a Cross-Platform Campaign?
Put simply, a cross-platform campaign is a campaign that runs across multiple social media platforms (i.e. Instagram, Facebook, Reels, etc). The critical factor in a successful cross-platform strategy is tailoring the content to each platform to meet your audience where they are.
When you create content aligned with the platform’s style, you create a seamless marketing experience for your audience. So seamless that your audience shouldn’t even notice that it’s marketing.?
Benefits of a Cross-Platform Experience
Different platforms suit different goals; You can utilize this to your advantage by setting accurate expectations for building brand awareness or hitting conversion goals based on your posting platform.
For example, you may build brand awareness through a platform like Instagram or Twitter but will convert that into a sale or new client through a Facebook ad campaign.
Some platforms are visual, some are text-based, & some thrive with video content. Having a cross-platform strategy ensures your content makes sense where it’s posted.
Check out how Third Eye Insights uses a cross-platform strategy to share a consistent message that’s tailored to each platform:
Topic: Target Market Personas for Businesses
Platform: Instagram
Instagram is a visual-based platform that relies heavily on features like carousels to share information in interesting visual ways.
Another key feature on Instagram that all brands should be utilizing is Reels. Like TikTok, Reels presents an opportunity for organic reach & brand awareness.
Platform: Linked In
Linkedin is a text-based platform that relies heavily on conversational and informational content shared through posts or, in this case, their in-app Articles feature.
Linked In is also a platform that's primary purpose is to connect business professionals with other business professionals. Hence why this article (and the one you’re currently reading) was shared through my personal account.
We’re connecting people with people.
If you haven’t read our article on Target Market Personas yet, click here.
As you can see, both of these messages offer the same information on target market personas but are tailored to the unique style of each platform to increase the post’s success.
The goal of each post is also quite different depending on the platform. In the above example, our Instagram post was used to increase brand awareness & position our company page as the go-to place for digital marketing tips for small businesses. For Linkedin, the purpose is to share our expertise with like-minded individuals already within my network and to convert connections with clients.
Our Tips for Easy & Successful Cross-Platform Campaigns
1.Tailor the way content is served, not the content itself.
This may seem confusing, but it’s simple. Keep the topic & overall message the same across your platforms but adjust how you present that information.
Guide for Types of Content to Share-Based on Platform:
Instagram: VISUAL
领英推荐
Linked In: TEXT
Facebook: TEXT & VISUAL
TikTok: VIDEO
Twitter: TEXT
2. Have clear goals that correlate with specific platforms.
Understanding which goals correlate with which platforms can make your strategy so much easier.
Guide for Goals Per Platform:
Instagram: Brand Awareness, Engagement & Reach
Facebook: Sales & Lead Conversions through Paid Advertising
Linkedin: Brand Awareness, B2B Marketing, & Community Building
TikTok: Engagement, Reach & Sales Conversions (primarily for products, less so for services)
Twitter: Brand Awareness & Community Building
3.Minor changes can go a long way.
A slight tweak to your image caption for each platform can do more than you’d expect.
You can post the same image to multiple platforms if you adjust the accompanying copy to reflect the trends on each specific platform.
For example, short & easily digestible captions do well on Instagram since often people aren’t stopping to read captions. However, on Facebook, people tend to enjoy longer, more story-like captions that promote engagement & discussion.
Another example is recycling your TikTok content for Reels or vice versa. You will likely see greater reach on one platform for each video, so posting to both means optimal reach. The only changes you’d need to make are to sounds or music used in the video & hashtags that are unique to each platform.?
It can seem overwhelming to create and execute a social media strategy that encompasses all of the social media platforms, but when you start with a cross-platform approach, you’re already halfway there.
It’s easy to optimize content for each platform once you understand the unique nuances of each & we hope this article has helped.?
Take some time to understand how each platform works & what goals are achievable on each. You’ll be a pro at cross-platform marketing in no time!
Make sure you follow us on all social media platforms to see how we implement our own tips!
Bestselling Author, International Speaker, Social Scientist, B777 Captain
2 年A very concise summary.
CEO and Principal Lawyer | Boutique Litigation Lawfirm
2 年great article outlining what is being missed on many social media campaigns, than you for sharing