Social media is one of the best ways to connect with potential customers and clients. If you don’t have a presence on the main platforms, you’re missing out on an audience that’s ready and willing to connect with your company.
But how do you work out what platforms are best for your business?
You need to start by defining who your customers are and where they are most likely to spend their time online. Using insight tools such as Sprout Social can help narrow down your demographics.
Facebook: I recommend using a business Facebook page if you are trying to build a community presence or want to reach a broad network. It is becoming less popular among younger users, but with more than 70 percent of adults actively using Facebook, it remains the most popular social media site by far. Having a business Facebook page gives potential customers another way of contacting you. If you link your business Facebook page to your website it will also improve your SEO.
Ideal for: Tradesmen/ Coffee Shops/ Restaurants/ Event Organisers
Twitter: It’s important to have a presence if your business lends itself to the provision of topic-based news or timely insights. Twitter is more effective when it is a two-way platform in which you respond to and engage with followers. Tweeting about special offers or new products can encourage your followers to find out more, potentially leading to sales.
Ideal for: Media organisations/ Hotels/ Tour operators
LinkedIn: With over 760 million registered users on LinkedIn, it is definitely beneficial to have an All-Star profile set up, as well as a company page for your business. As most users are in work mode whilst on LinkedIn it is optimal for making business connections and sharing industry-specific information. Given the high income and education levels of the average LinkedIn user, it offers a distinct audience worth targeting with the right message.
Ideal for: Professionals looking to grow their network within their target market
Pinterest: A lot of people have a Pinterest account solely for personal use but figures show that business can be made if your account is set up correctly and you have nailed your Key Words. Pinterest works well for businesses in highly visual industries where customers will be attracted through images. Think about your audience and their interests. Are they likely to browse images that will inform their product or service buying decisions? Are they deeply interested in a subject that can be visually represented? Pinterest is particularly popular among females, so bare that in mind if that is your target market. Inspire and inform them on Pinterest and you can create engagement.
Ideal for: Business’s involved in Food/ DIY/ Art and Health
Instagram: If, like Pinterest, you have a visual aspect to what you do and what your customers are interested in then you must ensure you have an Instagram account in place. Over 50% of 18 to 29 year-olds use Instagram. So if your target audience falls within that age group, you may want to consider adding an Instagram strategy early in your social media marketing plans.
Ideal for: Business’s involved in Food/ Travel/ Beauty/ Fashion.
Review Regularly
Social media is a forever evolving entity so your strategy should be reviewed regularly. It will also vary largely by business and industry.
Take it one step at a time, continually evaluate what is working, and keep moving in a direction that is engaging your audience and leading qualified leads and customers back to your business.
Developing a Social media strategy is undoubtably worth adding to any lengthy small business to-do list. If you feel you don’t have time to manage it, why not get in touch with LJM to discuss how we can help.
