I know this chapter is going to throw a lot of people off, but people need to understand this. One of the major reasons why a lot of otherwise intelligent and experienced social media marketers fail to get the results that they’re looking for is the fact that they’re using the wrong approach. Their approach to social media marketing and the websites they’re promoting is a one-size-fits-all approach.
Now, you don’t need me to explain to you why that is a bad idea. It doesn’t work in most areas of your life and it definitely doesn’t work when it comes to social media marketing. You can’t look at this project with the mindset that as long as you pull traffic from social media platforms, then you can use the exact same method and the exact same communication tactics, regardless of the online entity or business you are promoting.
Since we’re using content to develop relationships on social media platforms, this one-size-fits-all approach is even more fatal. I mean, it’s a bad enough idea as it is, but if you were to use a content-based campaign, it gets even worse. The reality is that different business types require different content and publishing strategies. You have to customize, modify and tweak your particular content and publishing strategies on social media to fit the type of website you are trying to promote.
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