Best practices

Marketing Strategy: Best practices for marketing platforms

Discover the best practices for marketing platforms with our comprehensive guide.

In today's digital age, having a comprehensive marketing strategy is essential. It's not enough to simply have a website or social media presence; businesses need a well-rounded approach that incorporates a variety of marketing platforms. In this article, we'll explore best practices for marketing platforms, with a focus on social media and content marketing.

Understanding Marketing Platforms

Before we dive into specific strategies, let's define what we mean by "marketing platforms." Essentially, a marketing platform is any channel or tool that businesses use to reach and engage with customers. This can include social media platforms like Facebook and Instagram, content marketing channels like blogs and email newsletters, and even traditional advertising like billboards and television commercials.

Defining Marketing Platforms

Marketing platforms can be categorized in a few different ways. Firstly, there are owned platforms, which are channels that a business has complete control over - like their website or their email newsletter. Secondly, there are earned platforms, which are channels that a business has built up through marketing efforts – like their social media following. Finally, there are paid platforms, which are channels that a business pays to have access to - like Google Ads or Facebook Ads.

Owned platforms are an important part of any marketing strategy because they give businesses complete control over their messaging. By creating a website or email newsletter, businesses can tailor their content to their audience and ensure that their message is being communicated effectively. Earned platforms, on the other hand, are a testament to a business's marketing efforts. By building up a social media following or email list, businesses can demonstrate their expertise and build trust with their audience. Paid platforms are a great way to reach new audiences quickly, but they can also be expensive and require a lot of testing and optimization to be effective.

Types of Marketing Platforms

There are countless marketing platforms out there, but it's important to choose those that are most relevant to your business and target audience. Some of the most popular platforms include:

  • Social media platforms (Facebook, Instagram, Twitter, LinkedIn, Pinterest, etc.)
  • Email marketing
  • Blogging and other content marketing efforts
  • Search engine optimization (SEO)
  • Paid digital advertising (Google Ads, Facebook Ads, etc.)

Social media platforms are a great way to reach a large audience quickly. By creating engaging content and leveraging the power of social media algorithms, businesses can build a following and increase their brand awareness. Email marketing is another effective platform that allows businesses to communicate directly with their audience. By sending targeted emails with valuable content and offers, businesses can build relationships with their subscribers and drive sales.

Blogging and other content marketing efforts are a great way to establish a business as an authority in their industry. By creating high-quality content that provides value to their audience, businesses can attract new customers and build trust with their existing ones. Search engine optimization (SEO) is another important platform that businesses should consider. By optimizing their website for search engines, businesses can increase their visibility and attract more organic traffic to their site.

Importance of Choosing the Right Platform

With so many marketing platforms available, it's crucial to choose the ones that will best reach and engage your target audience. For example, if you're targeting a younger demographic, social media platforms like Instagram and TikTok might be more effective than traditional advertising methods. On the other hand, if you're targeting older professionals, email marketing and search engine optimization might be more effective.

It's also important to consider your budget and resources when choosing marketing platforms. Paid advertising can be expensive, so businesses should make sure they have the budget to support it before investing in it. Similarly, content marketing and SEO can be time-consuming, so businesses should make sure they have the resources to create high-quality content and optimize their website before diving in.

Ultimately, the key to choosing the right marketing platforms is to understand your audience and their preferences. By choosing platforms that resonate with your target audience and align with your business goals, you can create a marketing strategy that drives results and helps you achieve your objectives.

Developing a Comprehensive Marketing Strategy

Now that we've covered the basics of marketing platforms, let's dive into developing a comprehensive marketing strategy. This involves several key steps:

Setting Clear Marketing Objectives

Before you dive into any marketing tactics, it's important to define your overall marketing objectives. What do you hope to achieve through marketing? Do you want to increase brand awareness? Generate more leads or sales? Retain existing customers? By setting clear objectives, you can ensure that all of your marketing efforts are aligned and working towards a common goal.

For example, if your objective is to increase brand awareness, you may want to focus on tactics such as social media advertising or influencer partnerships. If your objective is to generate more leads or sales, you may want to focus on tactics such as email marketing or search engine optimization.

Identifying Your Target Audience

Once you know your objectives, it's important to identify your target audience - the people you want to reach and engage with through marketing. This will inform many of your marketing decisions, from the channels you use to the messaging you craft.

To identify your target audience, consider factors such as age, gender, location, interests, and pain points. You can also use data from your existing customers to create buyer personas that represent your ideal customer.

Creating a Unique Selling Proposition (USP)

A unique selling proposition (USP) is a statement that sets your business apart from the competition and highlights what makes you unique. This is important for crafting messaging that will resonate with your target audience and help you stand out in a crowded market.

When creating your USP, consider what sets you apart from your competitors. Do you offer a unique product or service? Do you have a particular expertise or experience? Use this information to craft a statement that clearly communicates your value proposition.

Establishing a Budget and Timeline

Marketing can be expensive, so it's important to establish a budget and timeline for your efforts. This will help you prioritize tactics and ensure that you're not overspending. It's also important to establish a timeline so that you have measurable goals and can track your progress over time.

When establishing your budget, consider the cost of various marketing tactics and prioritize those that are most likely to help you achieve your objectives. It's also important to factor in any ongoing costs, such as salaries for marketing staff or subscription fees for marketing software.

Finally, establish a timeline for your marketing efforts. This will help you stay on track and ensure that you're making progress towards your goals. Be sure to set measurable milestones along the way so that you can track your progress and make adjustments as needed.

By following these steps, you can develop a comprehensive marketing strategy that is aligned with your business goals and helps you reach your target audience.

Best Practices for Social Media Marketing

Social media is a powerful marketing platform that can help you reach and engage with your target audience. However, it's important to approach social media with a clear strategy and best practices in mind.

Social media marketing is an essential tool for businesses and individuals looking to promote their products or services. With billions of active users across various platforms, social media provides businesses with an opportunity to reach a vast audience and engage with them in ways that traditional marketing methods cannot match.

Choosing the Right Social Media Platforms

Choosing the right social media platforms is crucial for the success of your social media marketing strategy. It's important to research your target audience and understand which platforms they are most active on. For example, if you're targeting a young demographic, platforms like TikTok and Instagram might be more effective than Facebook and LinkedIn. Similarly, if you're targeting professionals, LinkedIn might be a better choice than Instagram.

It's also important to consider the type of content you'll be sharing on each platform. For example, if you're planning to share lots of images and videos, Instagram and TikTok might be better suited to your needs than Twitter or LinkedIn.

Creating Engaging Content

Creating engaging content is key to the success of your social media marketing strategy. Your content should be informative, entertaining, and relevant to your target audience. It's important to keep your content fresh and interesting, so that your audience keeps coming back for more.

There are many different types of content you can create for social media, including blog posts, images, videos, infographics, and more. The key is to experiment with different types of content to see what resonates with your audience.

Utilizing Hashtags and Keywords

Hashtags and keywords are important tools for making your content discoverable on social media. By using relevant hashtags and keywords, you can increase the likelihood that your content will be seen by users who are interested in your products or services.

It's important to research popular hashtags and keywords in your industry and incorporate them into your social media posts. You can also create your own branded hashtags to help build brand awareness and encourage user-generated content.

Analyzing and Adjusting Your Social Media Strategy

No social media strategy is set in stone. It's important to regularly analyze your metrics (such as engagement rates, follower growth, and click-through rates) and adjust your strategy accordingly. This might mean pivoting to a new platform, changing your content strategy, or experimenting with paid advertising.

By regularly analyzing your social media metrics, you can identify areas for improvement and make data-driven decisions about your social media strategy. This will help you stay ahead of the competition and ensure that your social media marketing efforts are as effective as possible.

Best Practices for Content Marketing

Content marketing involves creating and sharing valuable, relevant content in order to attract and retain a clearly defined audience. This can include blog posts, whitepapers, videos, and much more.

Developing a Content Calendar

A content calendar helps you plan your content ahead of time and ensures that you're publishing content consistently. It's important to have a mix of content types (such as blog posts, videos, and infographics) and to align your content with your overall marketing objectives.

Creating High-Quality, Relevant Content

Your content should be high-quality, informative, and relevant to your target audience. This might mean conducting original research, offering expert insights, or providing practical tips and advice.

Optimizing Content for SEO

Search engine optimization (SEO) is the practice of optimizing your content so that it appears higher up in search engine rankings. This can be achieved through tactics like keyword research, on-page optimization, and link-building.

Promoting Content Through Multiple Channels

Finally, it's important to promote your content through multiple channels in order to reach a wider audience. This might mean sharing your blog posts on social media, including links to your whitepapers in email newsletters, or running ads to promote your videos.


Marketing platforms are a critical component of any modern marketing strategy. By understanding the different types of platforms available and choosing the ones that are most relevant to your business, you can reach and engage with your target audience in meaningful ways. Whether you're focused on social media marketing, content marketing, or a mix of both, the key is to approach your efforts with a clear strategy, regularly analyze your metrics, and adjust your approach as needed.