At this point, you know when your campaign is going live and where the campaign fits into your sales funnel.
Now it’s time to choose the channel to distribute your campaigns:
There are a couple of common mistakes we see businesses make over and over again when it comes to channel selection.
Mistake #1: Following the hype of the “new and trendy” social channels
It’s hard to read headlines like this and not want to jump headfirst into the newest social media to pop up every month.
In general, most businesses will do just fine if they manage to avoid the hype.
Mistake #2: Treating all social channels in the same way
This one is for those who think they can participate in several social channels by just publishing the same “title + image + hashtag + link” combo in every channel.
You know you’ve tried this ;)
Think of it like this:
You can’t just copy and paste an ad from Facebook into an email campaign and expect it to work.
The same applies to social media channels.
If you try to create something generic that works for every channel, you will end up succeeding in none of them.
Each channel is different, and the content you share in each of them should be designed specifically for its characteristics, strengths, and limitations.
To pick the right social channels, answer 3 questions:
WHERE is your target audience?
This is a simple but effective first step.
If you’re targeting professionals between the ages of 50-65, it doesn’t make sense for your business to create a Snapchat account.
Before picking a channel, make sure your audience is there.
For example, Hubspot knows a lot of their potential customers hang out on Linkedin, so they are especially active in that channel.
WHAT are they doing?
A lot of people get the first step right and fail anyway.
Just because your audience participates in a channel, doesn’t mean they will be waiting for your content.
Next, you need to understand what is it your target audience is doing on each channel.
For example, here’s how Airbnb uses LinkedIn and Instagram.
- LinkedIn is where people make professional connections, so it’s a great channel to attract potential employees.
- Instagram is where people go get inspired, so it’s a great channel to attract potential customers.
HOW are they consuming content?
Finally, you need to understand each channel’s typical consumption habits.
Instagram and Pinterest are both mostly visual social channels.
At first glance, it can be hard to tell them apart.
However, people using each channel consume content in entirely different ways.
Instagram is mostly a passive channel, and Pinterest is an active channel.
- On passive channels, users have a browsing mentality.
Think of the way you scroll through a feed on Facebook, Twitter, or Instagram.
In passive channels, you will need to participate as an active publisher—always pushing out new content that enters your audience’s feed.
- On active channels, users have a discovering mentality.
Good examples of active channels are Pinterest or YouTube, where users typically go in searching for something in a specific topic.
On active channels, you don’t necessarily need to publish regularly.
Instead, you will focus on optimizing content for each channels’ search engine, so your content can be discovered.
That’s why marketing on active channels is a lot like doing SEO.
Here are some resources to help you choose the right channels: