In the early days of social media, marketing initiatives dealing with this segment were quite simple. However, not only did the digital platforms grow in size and potential, but the competition in digital space also became fiercer. Successful strategy starts with definition of your marketing goals. Brand recognition is common goal for digital marketers and it is often couple with the drive to increase website traffic and sales leads. These social platforms also provide an opportunity for community creation and this can be a place where you solicit feedback about your products and services.
- If boosting brand awareness is your goal, share informative and entertaining content without being overtly promotional.
- Traffic and leads can be a goal, in which case you need great content relevant to your target audience.
- If social listening is your goal, focus on responding to interactions and creating brand notifications.
"Through the audit and analysis, you’ll discover which objective, if achieved, would benefit your company most at this point in time."