Social Media Marketing
Social Media is without a doubt a continuously growing place to market our business to our customers.
The idea of marketing is to get your product in front of potential buyers, and considering every one is spending more and more time on sites like Facebook, it only makes sense that we try and stand out on there.
Which Social Media Sites Should I Focus On?
If you’re like most business owners, you’ll ask yourself which social media sites should you focus on? Whilst you want to have a presence on every single site, it is unrealistic for small business owners to actively build all of them all of the time.
You should pick two AT MOST that you will focus on.
You want to pick the two that are going to benefit your business the most.
You want to be focusing on the social media platform that your audience uses the most. You will struggle to make a massive impact on all platforms as it is not just about the time involved in being active on them, but the research into the users.
The active user bases on each site are all very different from each other. It would be a waste of resources to pay to advertise a London-based shop in a Glasgow local newspaper, the same principle applies with your product/service and where your potential customers “hang out” online.
Take a look at the pros and cons we have identified and use your best judgement to decide what is best for your business.
Social Media Sites – Pros and Cons:
This is obviously the largest platform of them all. You won’t get very far without investing in some advertising here but you can make your adverts highly targeted. If you know your audience well you can make every click count by tailoring the advert campaigns each time for the best value clicks and engagements. Their analytics and data about the campaigns you do are very in-depth and can help you decide where to focus the next campaign towards.
- Highly targeted adverts
- 79% more likely to buy than on other networks
- Great Analytics data on every campaign (helps you make your ad targeting even better each time)
- Won’t get far without paying for ads
- Can be “too big” to stand out easily amongst the established brands.
Whilst this isn’t a great platform for socialising, there are some huge benefits from establishing yourself on here. Because it is run by Google, there may be some search engine benefits for you and your business. Gmail, Google+ and Google Search Engine are all connected. Placing your business on the first two should logically give you more authority on the 3rd (and the most important one). This will also help you rank on YouTube as well, another Google owned site.
- Great SEO Benefits
- Benefits YouTube
- Unpopular as a social network
- Inactive Userbase
- Not likely to stick around compared to other networks.
At some point in the last few years, seemingly overnight, Twitter became a customer service point of contact for hundreds of established brands and businesses. Twitter are struggling to monetise their service now though, and their advertising service is expensive as a result. Tweets have a very short life-span, and if they don’t get re-tweeted within the first 30 seconds then it’s not unlikely that they won’t ever get tweeted. Learning to leverage the platform will suit digital products and services more, as the audience tends to be quite young and tech savvy. Keeping a Twitter account updated can be hard work, as Tweeting at different times throughout the day is known to be a main way to keep your account visible.
- Tweeting is less lengthy than writing a post
- Great Customer Service Tool
- Decent Analytic tools
- Short lifespan of posts (If they don’t get retweeted or liked in the first minute or so they may as well not exist).
- 140 character limit can be a pain to work with
- Expensive advertising
- Improper use of hashtags will make you look bad.
Whilst it may have a smaller user base than most of the big names, it may come as a bit of a surprise that Pinterest can be a fantastic platform to sell on, as their users are more likely to buy on this site. Almost a certainty to focus on if you have a physical, visually appealing product to sell to customers. Digital products fare less well, but this platform has a unique feel to it and is one of the easier ones to keep updated as posts are almost entirely about the image rather than the text (aside from keywords of course).
- Whilst userbase is small, it generates more sales than Twitter
- Very visual so great for some businesses to show off
- Mostly female user base, so marketing would have to be tailored unless you have a naturally female product (Make up, womens fashion, etc)
- Ineffective unless you have strong web presence and some form of e-commerce that allows them to buy right away.
The most professional of them all, and as a result this platform works best for Business to Business sales (B2B), and recruiting staff/partners. Even if your business is miles away from being B2B, I still recommend putting your business on here. When your customers look you up, a well filled-in LinkedIn profile will help you show your professionalism AND brand name/company name authority.
- Huge userbase of professionals
- Great for recruiting
- Great place to establish brand authority
- Unlikely to drive consumer sales.