Marketing is a diverse industry with many opportunities. And as with most diverse industries - not every sector is the same. This is particularly true in the marketing world. From print to digital, there are many mediums to convey a message and sell a product or service. As marketers, our main goal is to do it effectively.

Any marketer that specialized in Social Media Marketing (SMM) will tell you that social is a beast all on its own! (And for good reason with so many different platforms and audiences to consider for your message!)

If you're new to SMM, hitting a creative wall, or simply hoping to improve your skills, it's never a bad idea to take your efforts "back to the basics."

To be an effective Social Media Marketer, here are FIVE key steps to improve your social media marketing efforts:

1. Define your target audience: Whether you're preparing an entire social media campaign or a single post, it is crucial to understand who your target audience is. This will help you create content that resonates with your target audience, while also engaging them on a deeper level.

2. Choose the right platforms: Not all social media platforms are created equal when taking into consideration your target audience. Depending on your industry and target audience, certain platforms may be more effective than others. Do your research and choose wisely. (For example, Instagram & TikTok may be a great platform for growth when it comes to a Hair Salon or Wedding Photographer, while Facebook may be better for Real Estate Agents or Consulting Firms.)

3. Create engaging content: Content is truly "king" when it comes to social media marketing! While your higher-ups or client may think it's a great idea to post an infographic on, your viewers may find it useless (or boring) and keep scrolling. Make sure that your content is informative, visually appealing and provides value to your audience.

4. Engage with your audience: Social media is a two-way street. Make sure to respond to comments and questions from your audience in a timely manner. This will help build trust and establish a strong relationship with your followers. Your followers will value your response and feel "heard" if you are consistent with your interactions.

5. Measure your success: Finally, it is important to track your progress and measure the success of your social media campaigns. Use analytics tools (like Google Analytics or social media management software) to monitor engagement, reach, and other key metrics to help refine your strategy over time. If you aren't finding success in your campaign, it's your job as a social media marketer to determine the root of the issue. Is it the platform you're utilizing? Is it the creative? There are many questions you'll need to ask yourself (and/or your team) to ensure your next campaign provides better results!

Even the most successful and experienced marketers experience revisit the basics - particularly when they're facing a challenging campaign or "failure." If you ever find yourself in a rut, know you're not alone and take a step back. Review everything you've learned and keep these tips in the back of your pocket!