One Trick Pony

Leveraging Social Without Getting Stuck

Many marketers tend to fall into a trap.

You try out a marketing tactic, and when it seems to work, you just do it over and over again.

But how do you know it’s really working? What do you have to compare that one trick pony to?

It’s an easy trap to fall into, but it’s not really leveraging your social marketing strategy to the fullest.

Here’s how to not get stuck in your marketing.

Leverage the Same Content in Different Ways

Let’s say you have a tutorial using your product. You often write up a tutorial blog and share that link on your social channels. You get decent exposure and conversions. But you can do more with this tutorial. Here are some other ways to leverage your tutorial content:

Do a video tutorial on YouTube, Instagram Reels, or TikTok (a more engaging type of content for those who don’t want to read)
Do a follow-up post about what you would do differently, what you learned, or other ways you can use this product (this provides more rich content)
Ask your followers to show how they use the product (this is known as user-generated content and can increase your brand awareness)
Work with an influencer to showcase your product or do a tutorial with it (this ups your brand’s authentic, organic reach)

By leveraging the same content in different ways, you can reach new audiences, increase engagement, and drive more conversions.

Try A/B Testing

When you run a campaign, try out A/B testing. This is when you change one thing about your content in your second iteration. This allows you to find out which graphic works better, or which call to action (CTA) works best. This process can help you fine tune your campaign to achieve a better ROI. Remember, you only want to change one element during a single A/B test. Otherwise, you won’t know if it was the graphic or CTA that got you a better ROI.

However, don’t fall into the trap of only using option B when you find out it works better. Once you know which graphic works best, test your CTA. Pay attention to your analytics. And when you see that the metric you’re measuring drops, it’s time to run a new campaign or a new A/B test! In other words, your content should continually evolve to match the changing habits of your consumers.

Tailor Your Messaging to Your Different Audiences

Remember that you have different audiences. Some people might be really interested in your tutorials. Others may just be interested in seeing new products. Every audience member is in a different place in their consumer journey and you must tailor your message to those different audiences.

This means that you need to run multiple campaigns at once. You can’t just speak to the new product people and forget to speak to the tutorial people. Tailor your messaging to each audience and where they are in your sales funnel.

Final Thoughts

It’s important to not put all your eggs in one basket or rely on a one trick pony. You may think that pony is working well for you, but when you use multiple content buckets to fill your sales funnel, you’ll find that your engagement, reach, and ROI are much more improved! It’s about taking a holistic approach to your marketing that leverages your content to the fullest extent possible.

Need help with your marketing efforts? Attuned Marketing is more than a fractional CMO and virtual agency. We take a holistic approach to marketing, helping you not only leverage your social content better, but also helping you create a more cohesive approach from marketing to sales to customer service.

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