Social media can be an overwhelming task and labor-intensive for business owners. Businesses with the right strategy can use these networks to broaden their local brand awareness, but a simple mistake can damage a business’s reputation. Marketing on social media requires planning and proper execution. It also requires choosing a few right platforms instead of investing in every network available. Here are some tips that can help you find the right options:
Where is Your Audience?
Most people have profiles on multiple social media platforms but are active on one or two. For example, someone may have accounts on Facebook, Instagram, Twitter, and LinkedIn, but only be active on Twitter and Instagram. Every network has a unique demographic and is popular with certain types of people. Business owners must first create a target audience profile and then determine which platform has this audience.
It is also vital to consider active users on a platform. Every social media network has several fake or inactive accounts. Some sources suggest that 50% of all Facebook accounts are fake. Here’s a look at some monthly active users statistics by Statista:
- Facebook – 2.414 billion monthly active users
- Instagram – 1 billion monthly active users
- Twitter – 330 million monthly active users
Choose a platform that has more active users that are a part of your target demographic. Investing in a platform that doesn’t have people who are interested in your products or services is a waste of money.
Understand the Purpose of Social Media Marketing
Many business owners don’t understand the purpose of social media and fail to use it effectively. These networks aren’t the go-to sites for product research or purchase. Users are just going about their day and are only passively interested in products or services. They’re at the top of a sales funnel, which means you need to focus on providing information, creating a brand presence, and generating interest.
Different social media platforms require different types of strategies. Facebook is an excellent place to share long-form content, infographics, and engage in discussions. Twitter is a great platform to showcase a brand’s unique voice or personality. Instagram is a hub of visual content where you can share pictures, videos, or post candid content through live streams and stories. Choose a medium and platform that appeals to your target audience.
B2B vs. B2C
B2B and B2C businesses must approach social media differently. B2B companies flourish on platforms like Facebook, Twitter, and LinkedIn. There’s a heavy presence of industry influencers, company executives, and decision-makers on these platforms. You can follow company accounts, engage them in comments, share content relevant to their interests, etc.
B2C companies flourish on Twitter and Instagram while benefiting from a strong presence on Facebook. Instagram is a top-rated platform for young customers, especially millennials. Twitter is often used as a customer service arm, with users tweeting their questions or complaints directly at Twitter brand handles.
Understand the Social Media Sites
Different social media sites have different characteristics. They are all unique and useful, but not every platform is the right choice for you. Here’s a look at the three most important platforms:
Facebook – Facebook is best for B2C and B2B marketing. Both men and women of ages ranging from 25-55+ use this platform. Popular industries include Retail, Entertainment, Fashion, Auto, E-commerce, Marketing, Real Estate, Sports, News and Information, Health, and Wellness. It has a substantial senior population.
Twitter – Twitter is ideal for B2C and B2B. It has both men and women of ages ranging from 18 to 29 on average. The top industries on this platform include News and Information, Health and Wellness, Finance, E-commerce, Retail, Travel and Hospitality, Telecom, Fashion, Retail, and Sports. Around 74% of its users follow brand accounts to get updates on products or services.
Instagram – Instagram is ideal for B2C. It has a substantial female user base though the demographic is still dynamic and likely to change. Most users are anywhere between 18 to 35 years of age. The most popular industries include Fashion, Arts and Crafts, Beauty, Travel and Hospitality, Photography, Food and Beverage, Health and Wellness, E-commerce, Auto, and Event Planning.
Understanding a platform can help you craft successful social media marketing campaigns. There is a lot of information available on these platforms, so you can quickly determine which one is ideal for business (or let us do it for you).
If you liked this article, and are now convinced you should be doing social media for your business, we offer affordable social media marketing that takes it off your hands and will increase your brand awareness to your ideal prospects. Contact us today to discuss it.