With social media being the rage in modern times, it has become the all-consuming marketing strategy that every business and individual is trying to adapt. Because if you are not part of the game, how can you be ready to score. So, it has become an essential aspect of every businesses’ marketing strategy, regardless of whether they are a startup business or a well-established one, to have a social media plan in place right from the get go. Because you simply cannot afford to ignore the power of social media and how it can help your business grow at an unparalleled rate.

But this doesn’t mean that you go about creating an account on all the social media platforms available and expect change to happen overnight. Just like all other forms of marketing, even social media marketing requires a thought process behind it. You need to it give it your time and energy in order to reap the rewards. You have to have the correct approach and the right plans in place so that you can bring about a positive influence on your audience and get them to notice you as a brand. Therefore it becomes important that you curate your content in a manner that is both effective and engaging at the same time, in such a way that it tells people what your brand/business is all about.

And when you are just starting out, you can’t expect everything to fall into place overnight. So it’s all about testing the waters. A trial and error method is always the best way to go about it. So that you can learn and make the necessary changes along the way.

Every marketing campaign has to have a goal that aligns with that of the company. And the same applies to your social media as well. It can be that you want to create an improved brand awareness, or that you want to generate more traffic towards your website or even simply generate new leads. Once you have decided what your goals are, then you can proceed with choosing the best platform that you think will work for you.

Test your content on different channels:

Because there are numerous number of platforms out there, out of which only a few are popular. And even amongst them, each one is different and if you are planning to start out on multiple platforms, you can’t afford to have the same approach to everything. Because the content has to be varied according to the type of audience that each of these platforms will be targeting. For example:

  • LinkedIn – Is the platform for professionals. Therefore the tone of voice that you want to create with your content should be a more formal one, and it is the by far the best place to share blog posts regarding your business.
  • Instagram – Is based on user generated content, and is your platform to engage with your audience on a more customized and personalized level. Over here you need to have a casual tone to your content with more call to action within your posts.
  • Facebook – Is oriented towards a more causal vibe, and is a great place for you, if you are going to be posting a lot of videos.
  • Pinterest – Is the platform for you to test your info graphics along with the use of call to action for your audience.


Other Elements that you need to play around with:

  • Posting times – this is always a problem when you are starting off on social media. Because you are caught unawares about all the analysis that is included within this entity. But as you progress you will realize that there are specific time during the day, or specific days of the week where your content is generating more traffic and engagement from your audience. And this data on what is the best time to post can be obtained from simple built in analytics available on the various platforms. So when you are starting out, it’s always good to experiment by posting throughout a range of times, so that you can determine which works best for you.
  • Your tone of voice – Depending on which social media platform you are using, the tone of voice in your content should be varied. Because people prefer to be spoken to in different tones depending on the social media platform. For example Instagram is all about the casual and easy going vibe, whereas LinkedIn is all about professionalism and you can’t afford to sound anything other than formal. If you hit the right tone from the get go, then you can expect to reap in better rewards, because the more engaged your audience will be.
  • Visual appeal – Social Media platforms such as Instagram and Facebook are more visually oriented than the rest. Because here people are more interested in the image/video that you post, rather than what’s actually being written about them. So first you have to make sure to grab their attention with your graphics, and then it’s up to your written content to keep them engaged throughout reading the post. Colors definitely play a role in being a source of attraction with the audience, and you should also try testing out different types of graphics such as pictures, videos, GIFs and so on to mix things up.
  • Call to action – This is all about getting your audience to get involved. Asking them to do something for you. This may be something like asking them to leave a comment or getting them to click through to an article or even tagging other people. You need to test out these different call to action, in order to see which works best with your audience.

Once you have established which platform and which of the above mentioned elements work best for you, you can continue working with the same plan, making sure you tweak things here and there to ensure that boredom doesn’t set in for your audience. You don’t want things to become too monotonous and predictable. And the way spice things up from time to time, is to make sure that you follow the latest trends that keep popping up on social media platforms and keep up with the latest features and updates on these platforms.