The right channels and platforms

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The basic rule is: You have to go where your target audience is! Therefore, it's especially important to precisely define and analyze your target audience in order to find and target the right channel. However, it's important to remember that less is usually more.
Topics for social media marketing
Before you start searching for topics, you should first review the existing material and see what you can use and what you can build on. Generally speaking, the content must always be relevant and fit both the brand and the target audience . Kim also taught us, among other things, what high-value content is, what formats are available to us, what types of content are available, and how often you should post. She also recommends repurposing content and regularly monitoring and analyzing previously published content, greece phone number data and ultimately republishing it in an optimized format .
Analysis and success control
Measuring and visualizing success plays a crucial role in social media marketing. How else can you verify whether the measures taken are truly leading to the desired results? To measure both quantitative and qualitative goals , you first need to know what each indicator means (Fig. 3): For example, if followers share or save certain content, it means that the created content is valuable to others.

Figure 3: Quantitative vs. qualitative metrics.
Kim also showed us how to calculate the click-through rate, the conversion rate, the cost per click (CPS), the cost per mille, the cost per reach, and the engagement rate, and which tracking tools might be helpful for us.
Influencer Marketing
When it comes to social media marketing, it's almost impossible not to talk about influencers. Therefore, we shared our previous experiences with influencer marketing before delving deeper into the topic. Using various examples, Kim explained to us what good and bad examples of influencer collaborations are and why. We also learned more about how influencers can work in the B2B sector and what corporate influencers are all about. If you want to motivate colleagues to become corporate influencers on social media, you also need to define some guidelines. We finally developed what these guidelines could include in a joint brainstorming session, discussing, among other things, the goals, platforms, rules, and responsible parties.