Choosing which platforms to use depends on a number of different factors. The purpose of campaigns is to get people with the right content, in the right context, at the right time. Target your audience with work related issues on a Saturday night on Facebook might be the wrong strategy for your business. We will explore key areas to look at before making decisions on where to focus your time.

Creating Goals

Establishing the goals of campaigns is critical to determining the success rate of your campaigns. This allows you to give a clear message to the right audience. What are you trying to achieve, i.e., brand awareness, brand image, promote an offer or educate customers on a particular topic?

This will also help you decide on quality vs quantity. When you have established your goal you can think about quality vs quantity. For example, if you are a niche business offering expensive services to a small limited about of buyers you should focus on quality targeting however if you are marketing a commodity it may be best to go with higher volumes of people less targeted as price generally drops as the target audience becomes less specific.

How are you delivering the message?

Finding out what the best way to communicate your message, i.e., video, blog, GIF, slides, ebook… can significantly reduce your options when choosing your platform. For example, video messages are only available via certain channels such as YouTube, Facebook and Twitter.

What is the call to action?

A call to action is important when working which stage of lifecycle this audience is at. If the audience you are targeting is qualified to purchase your product then it is essential that you do not spend you budget reeducating strong leads on all the details in order to maximise your chance of converting. Understanding what your customers will do with this message is essential to great results.

Which platform does your buyers or audience use and why?

Different platforms are used for different purposes. Below are some example of popular social networks.

KNOWLEDGE SEEKERS – If someone is on YouTube or Google you can assume that this person is on to learn or pick up a new skill when using the right target metric.

NEWS LOVERS – If someone is on Twitter you can assume that this person is using this platform to find news.

SOCIAL BUTTERFLIES – If someone is on Facebook they are likely in a social state of mind looking to make a connection with friends.

JOBS AND NETWORKING – If someone is on Linkedin you can safely assume they are looking for something career related.

Always use testing

These assumptions may be accurate and rational but people aren’t usually rational. It will give you some insight into where to go but ultimately the best way to do this is by testing. Creating and tracking campaign effectiveness will continually deliver a better ROI over time.

Contact us today to find out how HubSpot’s Growth Stack can help you deliver more effective campaigns.

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About the Author:

Hi, thanks for visiting the site. I am the Head of Strategy for the Supine Digital team. I am here to share my advice on making the move to Inbound Marketing. If you have any questions, please don't hesitate to get in touch.