You know your business needs to be on Social Media but with so many platforms to choose from, how do you know which is the right one for you?
35% of people are more likely to buy a product or service if the business is active on social media, and I don’t just mean have an account, I mean consistently adding updates and interacting with potential customers.
But it’s too much to try all of them together and to be honest, not all would be suitable. To start with, you want to select just one or two platforms and build your brand awareness and expertise on those. But which platforms do you choose?
You need to choose a platform that connects to your target market or you are wasting your time and effort as it will be ignored. You also need to consider the type of content you want to post e.g. If you are posting mainly video then YouTube is the obvious choice.
So let’s take a look at the main social media platforms in more detail so that you can make an informed choice.
Facebook is the mother of all social media platforms with over 1.55 Billion monthly users. That’s more activity than WhatsApps, Instagram and Twitter COMBINED! Gone are the days when this was used to announce what you had for breakfast. This has fast become the most important platform to have in your online marketing strategy. No matter what kind of business you have or who your target audience is, you NEED to be active on here. The primary use is for businesses to build brand awareness and loyalty. If you are restricted on time to post, ensure that you choose weekdays between 1-3pm as this is statistically known to achieve the highest interaction, especially on Fridays!
LinkedIn has 400 Million active users and is used primarily to make connections and promote ‘Thought Leadership’. This is the platform where you make connections and request introductions to potential clients (usually business to business) and join groups to interact and show off your expertise in your field. It is a great platform for the serial networker. The common misconception with this platform is that you have to have a great business page. This is not true. If you are going for a job interview or have a meeting booked, the chances are the other party will check out your PERSONAL profile to see your experience and knowledge, so make sure you have a knockout profile!
YouTube has 4 Million views EVERY DAY! This is the largest video platform in the world and with it being owned by Google means that your videos can get great rankings on the search results too! This is great if you have a lot of video content i.e. product reviews, video training sessions etc. It’s also a great place to host an explainer video that explains your services and how you can help others. With the ability to add clickable links to your website, this is a very useful arsenal for your marketing bag of tricks.
Pinterest has 100 Million active users, however 85% of these are female, so if you are selling men’s items, this is NOT the platform for you! It is, however, great for product awareness with the opportunity to show off images of your products, especially female related or that women will be buying e.g. ladies designer shoes, wedding stationary etc. If you have an ecommerce site, I recommend you install a ‘Pin-it’ button on every product page. This allows buyers to pin your product pictures on their Pinterest boards which increases brand awareness.
Instagram has 600 million active monthly users, with 90% being under 35 years old. This platform is used primarily for young busy people taking pictures on their mobiles while they are out and about so if your primary target market is the older generation, this is not the platform for you. With Instagram you have the ability to upload videos, however they can only be up to 15 seconds long so this makes it difficult to promote your business in such a short time. If you decide to promote your business here, I recommend you start with a personal account and get used to the platform first. Recent changes to Facebook means you can now create Ad campaigns through the Facebook Ads Manager.
Twitter has 320 million active monthly users. The majority of activity is by businesses and individuals aged 18-29 years old. This is a great platform for business to business connectivity, however, with such fast paced posting, you only have 18 seconds for your post to be noticed, which means you need to be very active to make an impact. To make the most of this platform, you should follow businesses that you want to make a connection with and like/share their content. 47% of followers are more likely to visit your website so make sure your content is good. The best way to make use of your time on Twitter is to give valuable information in the form of tips and articles rather than posting sales posts all the time as these will be ignored. The live stream app Periscope is owned by Twitter and when you broadcast, an announcement can be added to your feed automatically so that your followers can tune in to see what wise tips you have in store.
So there you have it. I hope this has helped you to identify which platforms you should concentrate your efforts on and which ones to avoid for your business. In short, EVERYONE should be on Facebook, the remainder will depend entirely on who your audience is and what kind of content you are wanting to add.
For more tips on how to manage a successful Facebook Business page, read my free eBook ’15 Ingredients for Increased Facebook Success’
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This is Suzii, signing out 'til next time. Have a great day everyone!