If your social strategy is struggling, maybe it’s time to try something different.
As far as I can tell, there are three schools of thought when it comes to developing a social media marketing strategy.
The first is a focus on using the latest new tactics available. The reality of the social media marketing landscape is that there are plenty of businesses that subscribe to this ideology.
Businesses like Marketing Land revolve their entire content strategy around tackling every change in the industry and turning it into something valuable for their audiences.
And can you blame them? When the industry seems to unanimously support a new tactic, it’s easy to assume that your strategy needs an upgrade.
The second school of thought operates on the opposite end of that spectrum. Instead of focusing on what’s new and exciting, these businesses work using tried-and-true methods that have been proven to work over and over again.
Novelty is nice, but these brands care more about being able to look at data and point to exactly what makes their tactic valuable.
A perfect example of this is the content that Buffer produces.
While they’re certainly able to draw inspiration from current events, they’re more than willing to focus on specific, relevant topics that go beyond the scope of recent trends.
Each approach definitely has its perks.
When it comes to the first ideology, having a focus on novelty means that your social media strategy is constantly evolving to address the changing social media marketing landscape.
But the second ideology offers a reliable result day after day. While it may not be nearly as sexy or exciting, there’s no getting around the fact that it gets results.
Both of these styles have their ups and downs. But I actually don’t want to discuss these today.
No, I want to talk about the third school of thought, one that often gets lost in a sea of social media marketing strategies.
The ideology I want to focus on today is one that revolves around identifying unique, underutilized tactics and incorporating them into your social media strategy.
At this point, some of you might be wondering why any business would use this as the foundation for their social media strategy.
The answer is that while it may not revolve around the latest toys or the most common social media marketing practices, underutilized tactics can give your brand a major advantage.
The reason why is pretty obvious. If there’s a social media marketing tactic that’s being undervalued, it puts your business in a unique position to make the most out of it.
The problem with both the previous schools of thought is that most of the tactics that you’ll be using are also being used by most of your competition.
There’s nothing inherently wrong with this, of course. But you have to admit that it’s harder to stand out on social media when you’re doing exactly what 10 other businesses in your industry have done.
So, in an effort to develop a social media strategy that actually switches things up and generates results, we’re going to be looking at some of the most undervalued tactics in the industry today.
By the end of this article, you’ll have a list of five tactics that aren’t just effective, but that are also completely underrated and just waiting for your brand to take advantage of them.
Sound good? Great.
With that out of the way, let’s dive right into the first tactic, which is all about making the most out of your social media platforms. [click to continue …]