There are hundreds of millions of eyeballs on social media, but where are they all looking? Your audience is hidden somewhere in the flakey, wandering eyes that endlessly doomscroll, swipe left and right, and dance right next to influencers who tout the latest trend that will be dead by the next hour. With all of this noise, how do you reach them? Social media is the holy grail of marketing. Love it or hate it, it’s here to stay and is an integral part of any media strategy. According to Forrester, 86% of adults in the U.S. use one or more social media platforms weekly to the tune of $58.8 billion in advertisements.

With overwhelming options and fierce competition for attention, a well-crafted and focused social media strategy can help direct views into likes, follows and, ultimately, sales. Social media impacts all six stages of the customer life cycle: discover, explore, buy, use, ask and engage. While “engage” and “discover” objectives are fulfilled by social media, the other stages are often ignored. Test your strategy against each stage. For example, does “discovering” your product convert to a “buy?” Or is your customer stuck at “explore?”

It’s critical to formulate an airtight social media playbook that integrates appropriate customer life cycle tactics for each unique social media channel, and the suitable technological tools into a holistic strategy. This foresight will lead to repeatable measurable results, successful business milestones and a stronger connection with your intended audience. Want to learn more? Just ask at [email protected].