67% of US social media users are likely to do research on social media before making a purchase. This goes in tandem with the fact that social media rests as the fourth most effective sales channel for businesses. In the digital age, it is virtually impossible to avoid the presence of social media in day-to-day life. As our world becomes more connected, businesses are prudent to master how their platforms can start working for them and generating revenue. Whether you need to pivot your social media strategy or are getting started - here are 4 social media strategy tips to help your business start thriving.

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Choose the Right Platform

A misconception is that all social media platforms are created equally. From Facebook to TikTok, you will find that each platform is home to its own unique algorithms and culture, which are all subject to change. However, to truly thrive on social media, you have to play by the rules of the platform and adapt to its local culture. Here are a few considerations.
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Recognize Your Audience 

A part of social media culture is understanding who your audience is and where they are going. You want your business to fit in seamlessly instead of standing out like some sort of digital tourist. If you’re hoping to reach C-Suite executives, then TikTok may not. If you’d like to build a millennial audience, then Facebook may not be your space of choice. Before diving into content creation, do your research and understand demographics.
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• 25.7% of all Facebook users are aged 45 and older.
• 67.8% of global Instagram users are under the age of 35.
• 73.2% of global X users are under 35.
• 50.6% of all LinkedIn users worldwide are ages 25 to 34. 
• 62% of Americans aged 18 to 29 use TikTok.
• 93% of Americans aged 18 to 29 use YouTube
• 45% of Americans aged 18 to 29 use Pinterest with Genz being the fastest growing audience on the platform.

Age is just one factor to consider when determining your platforms of choice. Factors such as annual income, gender, and job role can all play a part in choosing where you want to market yourself. Once you recognize where your desired audience is, then you can begin creating.

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Creating Content that Fits

With their own demographics, social media platforms also have their own algorithms and cultures. TikTok is built entirely around short-form, vertical, video content. Instagram is currently following TikTok with a greater emphasis on video content while also promoting static, carousel posts. LinkedIn lends itself to long-form, written, thought leader content. Whatever platform you choose, you need to strategize your content around what the platform will push. It is important to note that nothing is left to chance on social media, and every detail does matter. A great way to fail at social media is trying to create outside of what the platform expects.

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Create Consistent Content - Consistently 

Once your platform and content are settled, it will be time to do the hard work of keeping up with your social media efforts. The key to success on social media is consistency. This covers a variety of areas within your brand and content strategy. Here are a few examples.

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‍Matching Your Brand

As a business, you should have a clear brand identity before breaking into social media. Assuming this is done, then your social media presence needs to match that brand identity. This all in an effort to help make your brand easy to identify and familiar to your growing audience. A quality logo goes a long way, but a brand is far more than that. Your aesthetic, tone, message, mission, and everything that makes your business what it is all play a part in building a brand. All of these elements should be present on your social media platforms. 

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Build a Calendar

A way that you can hurt your business is by not posting consistently. Remember, a large percentage of customers are going to do their research on social media. If they find your page with posts that seem sporadic and incohesive, then that’s going to be their perception of your brand as a whole. We all know how great your product/service is, but do social media platforms show that? If consumers were to connect the consistency of your service to the consistency of your content, what would they deduce? 

A great way to make sure you are staying on top of your content strategy is to build a social media calendar. This can be done with the help of platforms like Hootsuite where you can make the post and schedule ahead of time. If you are looking for an even more hands off approach to having your social media platforms alive and well, then consider partnering with an agency like Solinity Marketing. We give businesses access to marketing specialists who understand the nuances of social media platforms and create content that not only keeps your content calendar up to date, but also fits your platforms of choice.

‍Contact us to learn more about how we can do the work for you

‍Stay on Topic

A common pitfall for businesses on social media is that it becomes a platform for creative expression rather than a tool for converting followers into customers. It is important to remember to stay on topic. As tempting as it may be to jump on the newest trend or post about obscure holidays, you have to remember that a business platform can’t thrive when it’s operated like a personal platform. This isn’t to say your platform isn’t supposed to feel human, but it is to say that your priority as a business is to constantly let your audience know about your unfair advantage and put that advantage on display.

‍Learn more about your unfair advantage‍

‍Authentically Engage Your Audience

As mentioned before, platforming your business on social media doesn’t have to mean removing the human side of your business. Engagement is a key part of a successful social media strategy. This looks like responding to comments, creating engaging content (stories, polls, question boxes, etc.). As you become more comfortable with your platform, you may even take the jump into going live with your audience and interacting with followers to answer questions or share updates. This type of engagement lets your followers know you care and gives insight into what their customer experience will look like. Here are a few more ways to be more engaged with your followers.

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Tell Your Story

A piece of marketing folklore comes from a quote from producer Sherwood Schwartz, creator of The Brady Bunch and Gilligan’s Island. When asked why the theme songs of his shows told the entire plot of the show, he responded with “Confused people don’t laugh.” In marketing, the same principle applies only. However, for businesses it’s true that confused people don’t buy. A part of engagement is familiarizing your followers with your brand, and the best way to do this is by telling your story. A simple piece of evergreen content that lets your followers know who you are and what you are about removes the hurdle of confusion that may prevent them from converting to customers.

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Show Face

Another important consideration is letting your followers see the people behind your business. It is easy to let your feed get filled up with content that highlights the service/product your business offers. However, showing your team as well as what your work environment looks like can be great ways of creating a more personalized experience for your followers. This can be achieved by investing into a content shoot to collect b-roll footage and behind the scenes photos for you to highlight on your business page. Unsure about where to book a content shoot? Connect with us at Solinity Marketing and we can tell you more about how we can capture high quality content for your business to use for years to come.

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Don’t Forget Collaboration 

A final consideration as you either kickstart or revive your social media presence is the importance of collaboration. 25% of social media users have bought a product based on an influencer’s recommendation. As a business, you can gain access to a wide range of audiences just by finding ways to collaborate. This may look like influencer marketing or creating collaboration posts with business partners. When you collaborate, you not only gain access to new audiences, but you also benefit from the brand authority of the businesses/influencers you are collaborating with.

Incorporating these social media strategy tips will not only help your business thrive but also foster stronger connections with your audience. Remember to find the right platform, stay consistent, engage meaningfully, and collaborate strategically to maximize your social media efforts. Ready to take your social media presence to the next level? Contact us today to learn how we can help you craft a winning strategy tailored to your business!