Creating A Social-First Marketing Strategy? 14 Tips To Keep In Mind
Much of marketing is about meeting customers where they are—figuring out where you can reach them and how. Especially for the last decade or so, that means meeting them on social media. With over 5 billion users worldwide, social media has become a place where users not only go to connect with friends and family but with brands as well, with a growing number of users even shopping directly from social media platforms.
Many brands, therefore, have decided to take a “social-first” strategy to their marketing, creating and planning their content around social media and its users’ behaviors. For those businesses that haven’t yet delved into this strategy, the members of Forbes Communications Council share a few tips to keep in mind.
1. Find Avenues For Authentic Audience Connection
Focus on authentic audience connection by seeking out conversations and participating in relevant discussions. Prioritizing engagement aligns with social media’s shift toward meaningful interactions, valued by both algorithms and users. It’s more than a content push—it’s dialogue that uncovers insights, fuels innovation and strengthens your brand’s digital strategy organically. – Katie Jewett, UPRAISE Marketing + Public Relations
2. Prioritize Mobile Optimization
Most social media users access platforms via mobile devices, so ensuring content is mobile-friendly enhances user experience and engagement. This approach boosts visibility, increases share of voice and engagement rates, and ultimately drives better campaign performance while strengthening the brand’s online presence. – Ronak Sheth, 360 ONE WAM Ltd.
3. Use An Influencer Strategy
For effective social-first marketing, use an influencer strategy. Select creators aligned with your brand, provide guidelines and let the creators create. They know what resonates with their audiences. Boost organic posts with paid targeting to reach wider audiences. Remix this content into new videos for paid ads and additional posts. – Kerry Curran, Revenue Based Marketing Advisors
4. Focus On Engagement Over Selling
When crafting a social-first marketing strategy, focus on engagement over selling. Build a community and leverage thought leadership to grow a broad network of followers. People will “raise their hand” if they resonate with your message. – Daniel Raskin, Mperativ
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5. Highlight User-Generated Content
Look for user-generated content that reflects the values and narrative of your brand. By interacting with the customers and people who really enjoy your business, you create a natural approach to creating content, and you can go a lot further with someone else talking about why they love your brand than with the promotional content your company creates alone. – Layla Kasha, Grocery Outlet
6. Use Video To Break Through The Noise
When creating a social-first marketing strategy, the medium is just as important, if not more important, than the message. You break through the noise and increase your reach on social media by emotionally resonating—surprise, delight, entertain, inspire. The medium with the most emotional potential is video. – Sara Payne, Inprela Communications
7. Focus On The Platforms Your Audience Loves
Take a look at your highest-performing social platforms in terms of engagement and reach, and start there. When you focus on where your audience is most attentive, you’ll build a social strategy that’s inherently what it should be: social. – Melissa Kandel, little word studio
8. Make It All About Authenticity
You’re speaking to humans, so it must be all about authenticity. While social media is a digital medium, it is a medium where people are looking for information and connection. They want to know you but also believe you and trust you. Therefore, it’s that authenticity that must take the lead because it allows you to connect human beings with your area of expertise in a way that they trust and depend on. – Heather Rosenow, FDH Aero
9. Get Senior Leadership On Board
Senior leadership needs to be on board with a social-first marketing strategy. The company will have to add value, engage and support the audience members, innovate with content and run interesting contests and promotions to help drive sales or trials. With a social strategy, there will be bumps in the road on the way to success, so ideally leadership is supportive and understands the vision. – Tom Treanor, Snipp Interactive
10. Understand And Target Your Audience
Conduct thorough research to identify your target audience’s demographics, preferences and needs. This ensures personalized content, efficient resource use and stronger relationships. The impact is increased engagement, better customer insights and enhanced brand perception. Targeted marketing leads to higher ROI and fosters loyalty by making customers feel valued and understood. – Maria Alonso, Fortune 206
11. Ensure You Have Sharp Messaging
The critical success factor for social-first marketing is “sharp messaging” because social is a direct communication with the audience, so you cannot miss the mark there. It’s important to utilize the strength of the social media platform by trying innovative content formats for storytelling and generating audience engagement with polls and “ask me anything” sessions. Plan long-term campaigns with crisp content. – Namita Tiwari, Namita Tiwari
12. Keep Content Concise
Long, drawn-out posts tend to make people swipe past quickly. Focusing on crafting succinct, effective content is perfect for refining your copy and maximizing your impact. Ensure your main point is clear, and use a strategic brand voice to effectively reach your target audience, increasing visibility, engagement and effectiveness. – Victoria Zelefsky, Anne Arundel Economic Development Corporation
13. Consider The Social Brands Of Your Execs And Employees
Many social-first marketing strategies focus exclusively on their company’s social pages. The personal brands of execs and employees should be considered extensions of their company brands. A robust social strategy that reflects the social engagement behavior of the modern buyer should include a three-pronged activation plan that outlines company, employee and executive social amplification. – Rekha Thomas, Path Forward Marketing LLC
14. Create An Affiliate Marketing Program
Affiliate marketing increases distribution and social proofs your brand. Create an affiliate marketing program so creators can earn commission for referrals and purchases. This allows you to increase distribution, social proof the brand with the creator’s audience, generate content and boost traffic to your profile and website. This pay-for-performance model can be cost-effective. – Ken Louie, MetroPlusHealth
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