In 2020, every company needs to have some sort of social media presence, that’s not debatable. And as a business owner, you probably understand that your company needs social media, but are having trouble navigating some of the finer details such as what platforms to use and how to create and size images, among others.
First, as a business owner, it’s vital you understand why a social media presence is an integral piece to your company’s marketing strategy. Nearly 42% of the world’s population, or more than 3.2 billion people (and growing), are active on social media each and every day — thus creating a seemingly limitless landscape of possibilities when it comes to marketing your company to a specific audience.
1. Set your goals and determine your audience
If you’re just deciding to get your company’s social presence going, odds are you’ve asked yourself this question at least once before.
Before selecting your company’s first social channel(s), it’s important to identify your target audience and overall goals. Is your goal to sell more product? Or drive awareness to specific events? When it comes to your audience selection — are you looking to reach as many people as possible? Or maybe you’re looking to target a specific demographic? Or, more specifically, even a subset of that demographic?
These questions above are what you really need to focus on before deciding to take the plunge and selecting a social media channel for your business. Without identifying your goals and audience, social media can become a very time-consuming task of scheduling hundreds of posts. But by narrowing down your goals, it becomes easy to identify the perfect two or three social platforms for your business.
2. Select the appropriate social channel(s)
If you have identified your company’s need for social media, and you’ve already identified your target audience and overall objectives, congratulations — you are already miles ahead of many business owners around the world. Now, it’s time to compare those goals with each social channel’s primary strengths. The social channels listed below are ranked in their popularity with businesses when it comes to marketing.
Facebook — If you’re looking to maximize your advertising money, as well as reach a much broader audience, Facebook is the perfect social channel for your company. Most companies would (and should) make Facebook one of their first selections, simply for the size of the audience, amount of integrations (such as Shopify, WooCommerce, event-based scheduling and more) and their superior advertising structure.
Instagram — If your company has a lot of visual properties, such as a restaurant showcasing menu items or a store featuring new arrivals, Instagram is the ideal social platform. Because Instagram is owned by Facebook, they share a lot of the same advertising properties, and you can even tie the two platforms together to maximize your advertising dollars.
Twitter — Twitter, known by many as the “interaction network,” relies heavily on engaging directly with customers and followers. Most companies choose to use Twitter as more of an outlet for support vs. custom content and advertising. Unless your company is planning to heavily interact directly with customers or respond to support issues, most businesses don’t elect to have a Twitter account.
LinkedIn — If your company leans more business-to-business (B2B) instead of business-to-consumer (B2C), then LinkedIn is the perfect platform to boost your company’s social presence while connecting with potential leads. However, most B2C companies don’t have a need to be well established on LinkedIn.
Pinterest — Similar to Instagram in visual nature, Pinterest is best for niche industries such as shops, restaurants and boutiques looking to showcase products and recipes. Unless your business falls under one of these more visual categories, your company is most likely to choose one of the other platforms.
YouTube — For companies where videos are prominent in marketing strategies, a YouTube channel is a must-have. However, most companies don’t opt to have YouTube channels. If your business showcases recipes, how-to videos, product demos or more as part of a marketing campaign, it might be beneficial to have a channel you can link to, but otherwise, YouTube remains as more of a personal content-based platform vs. a business marketing tool.
TikTok —While it is one of the fastest growing social media channels in the world, engagement and impressions on TikTok are going to come down to one vital piece of any social media strategy — content. If you plan to use TikTok as a brand, it will take a vision for the channel that connects with your audience, creativity when it comes to creating videos to share and a cohesive plan amongst your team in putting the content together.
Understanding which social platform is best for your business will not only save you time, it will help you work towards your goals more quickly. That doesn’t mean, however, that there will be less time involved. When it comes to social media, the amount of work you put into the channels is directly tied to the return you will see. Working diligently on your social media profiles and maintaining proper response time to engagements from customers is critical to succeeding in social marketing.
At SmartSolutions, our team can help assess your company’s marketing strategies and efforts and help you create a plan for your digital marketing channels.
Every company has a story — and at SmartSolutions, we’re passionate about helping you tell that story.