As a small business owner, you may not believe social media marketing is relevant for your business. I’ve seen businesses in so-called “boring” niches who don’t believe it’s necessary to have a social media presence. After all, who wants to hang out on the Facebook page or Snapchat profile of a company that sells water filters (for example)? How much can you possibly post on your business profile about what you do if your service isn’t something people will find “interesting” in terms of content?
This is certainly a valid question, and we’ve managed hundreds of social media profiles for businesses in both compelling and “boring” industries. In our experience, we’ve found that having a social media presence is valuable, no matter what kind of business you run. The key is to figure out which social networks are going to be most useful for your company and how to use them wisely so that it drives the most value back to you and your products and services. Here are some things to consider when trying to determine how much time and effort to invest in your social media presence.
Consideration #1: Where are most of your customers spending most of their time?
Where your customers are is where you want to be. If your target consumer base is mostly older women in their 40s and 50s, then Facebook may be your ideal platform, as that’s where most people in that demographic tend to hang out. On the other hand, if you’re going after millennials, then Snapchat is the place to be.
Consideration #2: What type of content most appeals to your target demographic?
Again, consider who your target demographic is. Women? Men? Teenage boys and girls? Business people or college students? It’s important to be as specific as possible here.
Once you’ve narrowed down your target audience, think about what most appeals to them? Are they coupon/deal driven? Are they looking for your latest specials and promotions? Or perhaps you’re an interior designer, and you know that your audience will want to see photos of your work.
If your content is image-driven, then you may want to focus your efforts primarily on social networks like Instagram, Pinterest, or Snapchat. On the other hand, if your content is text or video-driven, then Facebook may be the best platform for you.
Bottom line: Create content that will most appeal to your target demo and promote it on the social networks where its likely to get the most visibility and engagement. It may be necessary to test a variety of different content types on all of the available social media sites in order to determine what will work best for your niche.
Consideration #3: Should you be everywhere?
In general, we say yes. As a brand, you should, at minimum, at least have a profile on every social network. This is essential for a couple of reasons:
It will ensure that you stake your claim for the future. As new social media sites pop up and trends continue to change, you’ll want to make sure no one else snags your social media handle. That way, your brand will appear more consistent across the internet. Even if you don’t actively use each network right now, you may find them useful in the future.
Also, it helps to build links back to your website. Links are important for your search engine rankings.
In our professional opinion, you should be everywhere, but you don’t necessarily need to be active everywhere. Know your target demo, and stay on top of current trends, and test each network to determine which one drives the most traffic back to your website and the most customers to your business.
Consideration #4: Should you advertise?
Paid traffic can be very beneficial when it’s done right. Social networks like Facebook are perfecting their advertising platforms and are still very effective and affordable for driving targeted leads to your business. The degree to which you can target your ad audience is amazing. You can get extremely granular with the interests and demographics of your audience. Again, we should emphasize that this is where knowing your target market is extremely vital to your success with paid advertising.
There’s no question that social media is relevant and important for any business. After all, 500 billion people are actively hanging out on Facebook every day. If you’re not getting in front of them, then you’re missing out on a huge opportunity.
Share your comments with us below! What social platforms have been most helpful to you in growing your business?