Social Media Marketing for Publishers

Shweiki teams up with Stephanie Scheller, Sales Trainer and Coach for Eric Lofholm International–an organization founded to  professionally train people on the art and science of selling–to present a must-watch webinar on why social media plays an important role in marketing as a publisher. Social media marketing is one of the cheapest and most effective marketing techniques, and, when executed properly, it helps publishers reach the right audience quicker than any other marketing method. In this free webinar, Scheller gives her four tools on how to drive an effective social media marketing campaign.

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Market to the Right Social Media Audience

Publishers will often push out a general social media message without considering the target audience. To pinpoint an audience, one will need to consider all demographic data: age, income, gender, occupation, education, race or nationality, religion, and even interests. For example, a social media marketing campaign geared towards college students should not be used to market to high school students. In this example, both age and interest categories differ between the two audiences. Though there are exceptions to every rule, publishers can maximize their social media marketing potential by avoiding attempts to cater to the exceptions.


Utilize Only the Best Social Media Platforms

While there are thousands of social media platforms and social media marketing tools available on the web, one should only focus on four or five platforms. Publishers can decide on their arsenal of social media marketing tools by researching what demographics each platform appeals to. For example, while Facebook has a large audience, it is generally less effective in drawing younger crowds who are more drawn to websites like Twitter and Instagram.


Use the Appropriate Social Media Language

Depending on the publisher’s audience, he or she may decide what social media language to use. Language includes not only word choice and text but also media attachments such as links, pictures, and videos. Deciding which and what kind of media to use is dependent on one’s audience. People share what they know and what they understand. If a publisher’s audience does not understand or relate to a social media post, it is less likely that the post will be shared.


Align the General Marketing Message With the Social Media Campaign

Too often, publishers will attempt the “scattershot” approach in marketing. They will throw out tiny pieces of information and hope something will appeal to their audience. However,  it’s not wise to  utilize this method. Publishers find more positive outcomes in lining up their general marketing message with their social media message. Pictures, videos, and shared links should be in line with the general marketing message in order to have an effective social media marketing campaign.

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