Social Media marketing can be overwhelming for businesses trying to break through to their audiences. Launching a new channel can be a difficult and costly procedure. Many professionals think they should be on every channel, especially the newest popular channels, but that’s simply not true.

Below are five tips to make sure your digital campaigns are focused and efficient.

Understand Your Team’s Goals and the Strategies That Will Get You There

Before launching any digital campaign, ensure you have a solid understanding of your company’s strengths and weaknesses, what your current goals are, and what strategies you can develop to reach those goals. Think about your resources to carry out these strategies. Do you have an in-house graphic designer or videographer? This can be helpful if you’d like to land on networks like TikTok, Instagram, or Facebook. It can also be very expensive and time-consuming. Many businesses think they can do it all, only to find out where they’re lacking in the middle of a campaign. While having in-house capabilities can be great, most of the time you’re better off hiring a firm that has a team of professionals to draw from.

Consistency is Key

Once you’ve determined the goals and strategies of your program, it’s important to think about content and timing. All channels have their strengths and weaknesses. Unless you have a lot of community management time, channels like Twitter will be a drain on your team’s resources. Twitter’s algorithms have a very short attention span—a post will only linger for about 15 minutes. Because of this, it’s important to post and interact often on Twitter, whereas Facebook posts have a life of 6 hours, and Instagram a whopping 48.

Advertising Spend is a Necessity for Business Pages

Social media channels want you to buy into their platforms. Their algorithms are already tough on consumer profiles, but business profiles have very little chance of being seen without an ad program behind it. To begin an advertising program across social channels, you need to decide what your goals are and who the audience is. Maybe your goal is to educate people about your business. In that case engagement campaigns can get the conversation started. Are you selling something on your website? Website traffic campaigns are an amazing way to get the sales rolling in.

Leverage the Power of Influencers

If you’d like to reach audiences that are beyond your internal capabilities, influencers are the way to go. Leaving all the dancing, comedy, and recipes to the pros can have a multiplier effect for your campaign. Influencers generally have larger engaged audiences than businesses. Letting them show their fans how great you really are can have a higher perceived authenticity.

Quality Over Quantity

The most important thing is to find your voice in the digital world and make it heard. A smaller following with a loyal audience is better than a huge following with low engagement. Will people think your business is out of touch if you don’t have a TikTok or an X (previously Twitter) account? No. They will appreciate you based on your merits and the quality of your output.