Channel marketing is the idea that you reach your customers with different messages depending on how they have connected with you. We’ve been suggesting that you include your social media contacts on all of your branding. This gives your customers multiple ways to connect with you.
However, if a person connects with you on both Facebook and Twitter, it can be a turn-off if they get the exact same message in both places. What’s the incentive to connect with you in different ways if you’re using tools to auto-post the same content on every channel? The different social media outlets have different “personalities,” so to speak, and if you vary your messaging, each one provides different opportunities for people to interact with your brand.
First, evaluate what channels you currently use and how you’re using them. Determine the best way to use each channel and develop a strategy. For instance, Facebook now has a Live Video feature that can provide fun and engaging ways to reach Facebookers through video.
Twitter feels more immediate and “real-time.” The 140-character limit means communication has to be concise. Use this for quick deals, flash sales, and sharing articles and links.
People on Twitter love photos, which used to mean that you had less characters for your message, but that’s no longer the case. Twitter recently made changes that allow photos or other attached media and names in retweets to not count against your character use. Another notable recent change is that tweets that start with a user name will no longer be directed just to that person–everyone will see it. So keep that in mind if you think you’re having a private conversation with someone!
Facebook has the biggest audience with 1.39 billion active users monthly (amazing!), and its advertising tools allow you to dial your message in to reach a certain segment of people by age, location, gender or other factors. People on Facebook love to share funny memes and videos. It’s a good place to promote deals that drive people back to your website and promote events.
Facebook has also been making changes recently to the algorithm that displays posts to seemingly encourage businesses to pay to boost more posts. In response, more businesses have been turning to Instagram and Pinterest. These two services are very visually driven, so if you can curate posts to be visually compelling while also being on-brand, these channels could work well for you.
Facebook along with other video services, has recently rolled out a way to post live videos. Facebook users seem hungry for live video content, from concert footage to a recent live-streamed women’s soccer match. Use live video to show how your products are made, do quick interviews, office tours, or in-depth product descriptions.
LinkedIn is for business-to-business or expert/consultant networking. It’s the best place to share articles and industry news related to your niche. Open up discussions with other people in your industry, and connect with other people who have the same goals you do.
Your blog is a place where you can be more personal while still being on-message. Share photos, news from your company, events you attend, new products, anything. Website freshness is still an important scoring tool for search engines to decide which content to show when people search, so the more you keep your blog/website updated with new content like articles and blog posts, the better.
It can be hard to find the time to create compelling articles, and that’s how an agency like Limelight Department can help. We get to know your business and your needs and our team of professional writers and editors crafts content specifically for you, and keeps it publishing on your schedule. Give us a call to discuss how this might work for you.
