Facebook. Instagram. LinkedIn. Twitter. TikTok. The list of social media platforms goes on and on with new ones continuing to pop up.
With the growth of social media platforms also comes the growth of social media marketing in recent years. Despite the array of options, social media marketing is still one of the most affordable and effective ways to build your brand, connect with customers and increase revenue. Navigating the ins and outs can be very time consuming and overwhelming.
The good ole’ saying “Jack of all trades, master of none” can certainly apply when you are just getting into building your social media presence for your business. Jump in and try and do them all, and you will quickly find yourself overwhelmed and most likely unsuccessful at them all. Plan ahead and really focus on a few platforms and you will find yourself moving towards mastery.
Consider These Things Before Jumping Into Social Media Further
- Social Media can be a time suck! The more social media profiles you have the more time you will need to devout to your plan and its execution. You will want to think realistically about your availability and your willingness to post and plan for each of your platforms. If you can’t continue to focus on each of your platforms and abandon them, this can actually potentially do damage to your business presence.
- What kind of business are you (B2B, B2C, E-Commerce)? Each platform will want to be approached with this consideration in mind. For example, if you are a B2B focusing on higher level business clients you definitely want to be on LinkedIn.
- Do you really know your customer? Consider, are they male/female and what age, education level, interests and buying behaviors do they have? Different platforms have different types of people engaging with them. You want to be where your customers are.
- What kind of presence are you going for? Will it be formal or informal? You want to think about the type of content you will want to post to build your presence.
- Do you have the time and ability to manage your social media presence? Social media may be free to use, but think about the value of your time! If you do not have the time or the ability, do you have someone that can help you? An employee or a social media professional? BEWARE, a solid social media plan takes time to plan and execute. It’s more than just randomly posting. A good presence takes planning, dedication, diligence, and creativity. If you are not comfortable doing it yourself, consider hiring someone to help you do it right.
What social media platforms should your business be on?
If you own a business you should be on Facebook. It is the largest and most diverse platform out there and still has more active users than any other social media network.
This is the place where the majority of potential customers are active. Facebook also offers the best data on its users making it easier to gain insights on your audience. This will help later when you want to run ad campaigns.
In a way, Facebook also serves as a secondary website for your business. Many consumers will venture over to Facebook to learn more about your business and see what kind of presence you have. Facebook works best for businesses that are B2C and E-Commerce. If you are a B2B business, you still want to have a presence on Facebook. The reason is, simply, your customers will most likely have a personal account and will want to research you. You will also want to build your presence in order to host events, run ads, and accept reviews. Being active on this platform also helps your SEO (Search Engine Optimization.)
💡 Important information to know: Because Facebook is the largest social platform, this means that more businesses are vying for exactly the same goal as you. This equals more competition. Due to more accounts being active, expect to only get an average of 1%-2% organic reach with each of your posts. That means if your Facebook account has 5,000 Likes, a post may only be seen by a hundred or so people. If you want more visibility you will need to pay to play by “promoting” posts or running ads.
If your business has a highly visual component to it and you own an e-commerce business, this is the platform for you. This is a great space to show off your products, behind the scenes images, and be creative. It’s also now an effective place to sell your products directly to consumers.
Instagram is also putting a heavy emphasis on videos with multiple options to showcase your products — stories, Reels, and IGTV have a variety of ways for you to get creative and showcase your business.
In case you were not aware, Facebook owns Instagram. This means that if you run any ads on Instagram, you get to take advantage of the fantastic data that Facebook collects to run your ad campaigns. All ads and boosts are run through Facebook Ads Manager.
Getting good authentic followers is a bit of a challenge. You want to make sure to explore hashtags that fit your business and customers, engage with others, and follow back. Encourage your customers to tag your business as well when a purchase is made.
If your business is a B2B business (ex. business consultant, sales rep, Realtor, finance professional, company that serves business professionals etc.), this the perfect space is for you. You will want to be both personally active on your own account as well as create a separate company page.
With your personal account, you will want to take time several times a week to engage with your personal connections’ posts. Share, comment and like their posts. The best way to build your personal presence is to connect with everyone you meet at networking events and others that could possibly be potential clients. You will want to take advantage of the “article” option and compose long-form articles showcasing your expertise and consider joining a group in your industry. As for your actual business, create a Company Page.
Be sure to post to this regularly and share your posts on your own personal profile to help promote your business. You can also invite your connections to follow your page so you can quickly grow an audience organically without much effort.
Having a company page will also give you the opportunity to fund sponsored posts about your company.
> Check out “Why Linked In Is a Social Media Powerhouse”
Pinterest continues to grow in popularity with new, active users, as well as an explosion in the stock price in recent years. It’s become a popular search engine as people explore more DIY projects.
The types of businesses that do well on Pinterest include photographers, food-related businesses, the wedding industry, fashion-related businesses, design and/or décor businesses, home and garden-related businesses, travel-related businesses, beauty-related businesses and professional bloggers.
If you blog regularly, have great pictures and can create wonderful images/infographics you can do well on Pinterest.
GOOGLE MY BUSINESS
If you own a business you should have a Google My Business account. It’s no secret that the majority of people do their searching on Google. Have you ever noticed the information box that shows up when you are searching for a business on Google? The box, also known as a “knowledge box,” helps to guide potential customers to find your website, review you and contact you?
If you have a Google My Business account and post to it frequently, you will have a greater chance of improving your search ranking. Google likes to support those who support it by being active. Yes, it’s another platform and more of a time commitment but this one is worth it to help your business be found online.
If you own a business you should consider being on Twitter. The important thing to know is that Twitter takes a solid commitment. You will want to be sure you have the time for Twitter. The only way you will be successful on Twitter is if you spend time curating content, posting several times a day, retweeting others posts, commenting on posts and following others.
Other people like connecting with active and engaged users. If you tweet every now and then, you will find yourself struggling to grow your followers. Twitter can be a fantastic tool to help network with others in your industry and can help you steer people to your website to learn more about your products and services.
“But wait! That’s not all!” Yes, there are still numerous other platforms to consider for your business. If you have a younger demographic, SnapChat and TikTok – popular for their shorter video content – could work well with you. Those platforms also work if you can get connected to influencers with large followings.
If you create lots of video content, you NEED to get a YouTube channel to post your videos. The list can go on and on, but we want to get you started in the right direction!
> Check out this list of top social media channels you could consider.
Looking for a Social Media Partner?
The Social Ginger is ready to help your business with your social media needs. Whether you’re looking for a couple of hours of coaching, in need of an audit, or want someone to manage your social media accounts, we offer a variety of services to help with your digital marketing.
Set up a FREE Discovery Call today to see how we can partner with you.
This blog post was originally created in May 2017. It was updated in April 2021.