As much as I would love to give you a definitive answer to your question, there is no single, cut and dried way to do so. There are numerous social media strategies available to marketers today and how effective one strategy is over another will depend on numerous and varying factors. What may work for one company or product, may not necessarily produce the same results in another.

That said, having spent as many years as I have in content and social media marketing, I can say that some strategies have proven to be more effective than others. If you ensure that you tailor these approaches to your niche, you will have an opportunity to leverage all its potential. Here are some worth noting:

1. Creating Tailored Content For Different Platforms

Not all social media platforms are built alike. Sure, they’re all meant to connect people in some way, but their methods of doing so are anchored on different audience expectations. For example, Instagram is best known for visual media such as photos, videos, and stories; while Facebook is a go-to site for videos and general business updates. LinkedIn is a source for official company news and other professional content, while TikTok is more known for short, entertaining clips. Familiarize yourself with what works for your brand on each platform so you can maximize its marketing potential.

2. Telling Stories Instead of Simply Pitching

The temptation to pitch and sell your product or service on your social media platforms can be tempting. After all, you already have a follower base that you can easily reach out to. But doing so could only do more harm than good. Your followers aren’t following your brand because they want to be sold to—they want to learn something new and read about how your product or service is relevant to their needs. To do this, you have to define relatable situations that can evoke an emotional response in your audience—which you can do by storytelling.

Always give your audience context as to why what you’re offering is something that they will want and need. Don’t simply push a product or service on them.

3. Make Use of Social Listening Tools

Social media listening tools can help you monitor the multitude of social media platforms available today to truly understand what your target audience is saying about your brand and even your competition. This can potentially provide great insight into your customers, which you can then use to run more effective marketing campaigns that resonate with your audience.

4. Track Your Metrics

The great thing about using social media for marketing is that each platform has a built-in method by which you can track the success of your efforts. This can help you understand how you can best leverage a platform’s different features to maximize results. Familiarize yourself with each platform’s tracking features to get the most out of their monitoring features.

There you have it. Hope my answer helps. As always, if you want to know more or if you have any questions, feel free to leave a comment below or join the conversation on our Twitter or LinkedIn.