The Benefits of Diversified Social Media Marketing: Reaching a Wider Audience, Meeting Goals, Mitigating Risks, and Gaining Audience Insights

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According to a Sprout Social Study, the average social media user bounces between seven different channels. The study says that, on average, they spend 151 minutes on  Social media daily. 

If you are serious about your brand getting noticed on social media, you should market your brand across different social media channels. This article will guide you in balancing your social media efforts across different platforms.

Benefits of a Diversified Social Media Marketing 

To concentrate or diversify? This is one of the questions in the minds of many social media marketers. Here are some of the benefits of a diversified social media marketing strategy.

Wider Reach

Facebook is the biggest social media site, with 2 billion monthly users out of close to 5 billion users on all social media channels. That means that even if you are concentrating your efforts on Facebook, you will miss out on a bigger audience of 3 billion. But you will reach a bigger audience when you diversify across different social media channels.

Meet Your Social Media Goal

In social media marketing(just like traditional marketing), the wider the reach, the better it will be for your brand regarding clicks and conversions. Therefore, you can easily reach your social media marketing goal with your wider reach.

Risk Mitigation

If you rely only on one social media site, you put all your eggs in one basket. What will happen when, for instance, YouTube decides to ban your channel? All your marketing efforts will go up in smoke. But when marketing across different channels, you will still be left with other channels to reach your audience.

Better Audience Insights

Many social media sites have helpful audience analysis tools to show where your audience is coming from. You will get better insights into your audience from different channels when marketing on social media sites.

How to Market Across Different Social Media Channels

Here are the steps in marketing your brand across different social media platforms:

Understand Your Audience

A common mistake businesses make is joining a social media site because it’s popular without finding out if their audience uses it. This strategy doesn’t really work, as you end up marketing to the wrong audience. But when you understand the social media channels where your audience is, you can focus on them and create content that they will love.

Here are tips to use to find your target audience.

  • Compile data. Get your audience data such as age, sex, location, and engagement patterns.
  • Competition analysis. Understanding your competition will give you insights into who they are targeting.
  • Social media analytics. Most social media sites have an in-built analytics tool you can use to check your audience.

Choose Your Social Media Platform

There are 36 social media sites with over 100 active monthly users. Chances are that you will not need to market on all these sites. As we have noted, the number one factor in deciding which site to market is the site where your audience is. But on top of that, you should consider other factors such as:

  •  Marketing goal
  • Number of active monthly users
  • Type of content 

Allocate Your Resources Well

Now that you know your target audience and social media site to target, it’s time to start allocating resources. Consider who will be doing the posting for you. You may need to hire a social media manager if you have a budget. You can also rely on social media management tools to do the most in the shortest time possible.

Create a Cohesive Content  Marketing Strategy

Now that you will be posting a social media platforms, you will need to think of a way of posting on different sites with the least effort. Some of the measures you can use are:

  • Batching. You can create cornerstone content such as YouTube videos, podcasts, or blog posts that you can repurpose for different social media sites. To do that, create a carousal or photo highlighting your long-form content’s biggest takeaways. 
  • Curating. Instead of creating content for different social media sites, you can curate content for social media sites. For instance, you can share your TikTok videos as Facebook reels.
  • Use the right tools. Certain tools can help you find the balance between different social media accounts. For instance, you can create different designs or post templates using Canva, while Premiere Pro will enable you to edit your YouTube videos. Notion can organize your posts, while  Hootsuite can help you manage different social media accounts.

In Conclusion

Balancing your market efforts among different social media sites isn’t easy, but it’s very important. This helps you increase your brand visibility and achieve your marketing goals. You can easily balance your marketing efforts across different channels by following the above tips.

Benjamin is a writer with over ten years of experience in the content writing field. He holds a Bachelor's degree in  Journalism from Strathmore University. He writes on various niches such as product reviews, self-improvement, and making mone online. You can find him curled on his couch with a self-improvement book when he is not blogging.