I’m about to make a shocking statement. Are you sitting down? Okay, here goes….
THERE IS MORE TO SOCIAL MEDIA THAN FACEBOOK.
I know, you weren’t expecting to hear that. And now you’re like, how can that be? Everyone is on Facebook! That’s how you DO social media.
I’m not going to lie; Facebook is a big part of social media. And it is pretty important for a B2C business to have a presence on there. But it isn’t the be-all-end-all of your social presence, and it may not even be the best place to connect with your customers.
So where is the best place to connect? Where should you be focusing your efforts? And how the heck do you use these newfangled platforms? These four tips will help you find the best platforms to focus your efforts.
Know Your Audience
Chances are, you have an avatar for your customers; a kind of catch-all view of who is interested in your product of service. (If you didn’t create a customer avatar when you first got into business, there is no time like the present to create one!) Once you have a good handle on who your customers are, research the demographics of a variety of social platforms to see IF your customers are hanging out there. WHEN they are hanging there, and WHAT they do there. Do they interact with businesses? Do they click on ads? Do they use offers/specials listed promoted on social? Knowing if your customer base is active on a certain platform will help you decide if YOU should be active on that platform.
Look Outside The Box…. I Mean…. The ‘Book
Be that one flying goldfish, y’all.
Like I said above, Facebook is not the be-all-end-all of social media. Platforms like Pinterest and Instagram have seen a huge surge in users and have become big traffic movers and sales channels for many types of businesses. But don’t discount small social platforms either. Finding a niche social platform might not have the same volume of traffic, but it will have more people that are interested in your specific industry. For example, authors may have a hard time making waves on Twitter, but can build up a loyal following on GoodReads. If your company is based in food, start a page on Epicurious to connect with fellow food lovers instead of getting lost in the sea of food pics on Instagram. Don’t get me wrong; the big platforms are important. But adding in a niche one can really help you get traction.
I cannot stress this one enough. Whether you are a one-person show, running a small business on your own, or you have a 5 person marketing team, there are limits to your resources. Give yourself a time budget; how much time can you realistically dedicate to your social media presence in hours per week? Once you decide that, then you can choose how many platforms to be active on. For some businesses, that number is 1 or 2; others can manage 5-6. Whatever the limit is, stick to it and do it well. It would be better for your customers to see 1 or 2 well-populated and managed social pages than 5 that are empty and deserted. Don’t spread yourself too thin. No one likes toast with not enough butter. DON’T BE THAT TOAST.
There are a ton of other factors in building your full social media marketing strategy. We haven’t even touched on content creation/curation, blogging, editorial calendars, etc. But this will help you get started and at least decide where to focus your efforts. And if you have more questions, you can always reach out to me. I’ll totally help you!