Some businesses like to focus on just one platform for their social media posts. This allows them to create content specifically for that audience and build up interest here, in this one location. However, many other companies want to ensure that their audience is engaged across multiple channels, meaning they will have a presence in many different places. Here are some of the reasons why this might be the right approach for your channel.
Your business might appeal to a wide range of demographics, and they are unlikely to all be on the same social media platform. If you want to make sure that you appeal to as many of them as possible, you need to follow where they go and adapt your content for them there.
For example, if you wanted to target a younger generation, a platform like TikTok or Instagram might be a much better choice than Twitter. Likewise, if part of your business targets a professional clientele, you need to make sure you are on LinkedIn. Sometimes, you need to chase your customers yourself and show them how you are appealing, allowing them to interact with you in the ways that you feel most comfortable.
Though you might be adjusting your content slightly for the platform that it is on, you still need to make sure that you have a cohesive voice across these platforms. Your business will have a viewpoint that they want to get across, and you need to ensure that it is heard loud and clear.
A customer could go to one platform, fall in love with your brand, then discover you on another site too. They need to have the same experience across both sites. You can’t have them encountering what appears to be a completely different business based on your social posts. Instead, they should be able to see the cohesion between your two pages, even if they are targeting different demographics.
You can use things like tone of voice and images to ensure the right approach here. Take a step back from your content, and visit each of your platforms with the mindset of a potential customer. If you have managed to uphold this cohesion, you are on the right path. Otherwise, you need to make a few adjustments.
The Right Tools
You might think that having each of these platforms means that you will have to dedicate time to prepare each of them individually. While it is undoubtedly true that you are going to have to dedicate time to creating content for each of them, there are some things that you can do to speed this up.
There are several tools out there that will allow you to coordinate posts across all of your social media brands. It does not matter how much you have to post or where it needs to go. You have to ensure that the tools have all that they need to be able to get your content where it needs to go.
You can also find bundles of tools that could help you with other issues that you might face when managing multiple channels. Tools like those at setapp.com can help you manage your social media in ways you had not expected. By including them in your social media management, you might find it much easier to schedule your posts and manage your activity on your chosen platforms as a whole.
Encourage Cross-Platform Engagement
Though you might be on different platforms for their varying demographics, that does not mean that they will stick to the one. You need to make sure that you encourage a good level of engagement across all platforms you choose to use, and this can often mean encouraging cross-platform engagement.
One of the best ways to do this can be with a competition. Let’s say, as an example, that you have a platform for your business on Facebook, Twitter, and Instagram. Hold a contest on Facebook, and let your followers on Twitter and Instagram know that this is where it is. Direct them to the Facebook post to have them enter the competition.
The terms of the competition can then be a pretty standard affair for Facebook competitions – like the page, like the post, and tag someone. These are all great ways of building up your engagement on these platforms, and you might even manage to get some new followers out of it!
Planning is Key
When dealing with multi-channel approaches, you need to make sure that you are planning correctly. There is always going to be a right way and a wrong way to go about planning. You need to know precise details like when the best time to post is and what sort of content works best for that particular audience.
However, you also need to make sure that you know what you are going to post. Will you be running the same campaign in tandem across the board, or are you going to shake it up a little and have different campaigns for your various platforms? These are all valid approaches to your social media, and you need to make sure that you are choosing the best one for your company. Regardless of whether you or an employee decides to handle this approach, it would help if you made sure that it is the right one for your business.
A multi-channel approach to social media can pay dividends to your company when used in the right way. Take a look at some of the different avenues you could follow by pushing your brand on social media. It could prove one of the best moves you ever make for your company if handled correctly. By taking the time to find the proper channels for your brand, you will be able to reach a whole new audience of potential customers.