Channel Strategy – How to set yourself up for success

Posted on Posted in Blog, Strategy

Time is a precious commodity. Like most marketers you probably wear many different hats for your company and a thriving social media ecosystem is just one of your mandates. This also means you could be spreading yourself thin trying to keep your community engaged while also posting new content and coming up with fresh ideas. Plus with budgets shrinking, it becomes harder and harder to give each channel the love and attention it deserves.

Which begs the questions –  should your brand be on ever social channel or should you be focusing on a few? Are you seeing results by repurposing the same content across all of your channels or would you benefit from better content on fewer channels?

social channel strategy

Time for a Channel Strategy

If you’ve asked yourself those questions recently or found yourself struggling to stay above water you’ll want to reevaluate your channel strategy. Running through this exercise should help you set a proper channel strategy and a more effective and fruitful social media approach. This will also help you decide how to evolve your social presence in the future and force you to focus on where you’ll be successful instead of the hot new channel.

Which channel most closely lines up with your brand’s audience?

Chances are you’ve got a clear understanding of who buys your product or who you’re targeting with your brand. From a demographics perspective your audience lines up with at least one (if not a few) social channels. Sprout Social even has this handy overview the help you out.  While it’s not an exact science, it’s at least a jumping off point to get you thinking about your motivations. Just like the old adage says “fish where the fish are.”

What are your big goals for social?

Yes I talk a lot about goals, but you would be shocked by how many companies approach social media without ever asking that fundamental question. There’s obvious importance to setting a strategy by first understanding what the end goal is, but being successful on a social media channel can hinge on what you’re asking it to do. Some channels are better at certain things than others – determine your goals and then do your due diligence. For instance if you’re looking to sell something, there’s data that says Facebook and Pinterest are big drivers.

What does your content mix look like?

If you don’t have the infrastructure or budget to churn out videos regularly, than maybe don’t bother with YouTube. If you don’t have access to really great imagery and photography than perhaps Instagram isn’t for you. Before getting started take stock of your marketing assets – they should help you decide which social channels to focus on.

What kind of resources and time do you have available?

If you don’t think you’ll have time to generate a lot of content than steer clear of content-heavy channels like Twitter and Snapchat. Knowing your limitations can be just as important to setting yourself up for success. Sometimes doing one thing really, really well is better than being average at a bunch.

Next Steps

Once you’ve gone through this exercise, your next steps should be pretty clear. Set up your top 2-3 social channels and really maintain your focus on them. Reevaluate in 6 months to a year and ask yourself those questions again.

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