As a small to medium-sized business, you most likely have a social media marketing strategy in place. But are you putting your efforts towards the social media platforms that will be most helpful to your business? When it comes to various social media platforms, not all are made equal for every industry. We’ve broken down the major players to help your marketing efforts go farther!
Facebook is home to 2.41 billion users who spend up to 35 minutes a day on the platform. It’s a no brainer that most companies incorporate Facebook in their social media marketing strategy as it hosts a large audience with a broad range of interests. It’s no secret Facebook’s organic reach on posts for business pages has been steadily declining. If you have the budget, one way to get around this is by using Facebook’s highly targeted ads to get in front of your target demographic. Facebook is a fantastic platform for targeted advertising due to their wealth of knowledge on their users. Facebook tracks the basic demographics of a user like location, age, workplace, and education. But on top of this base information, Facebook also offers the ability to target users on some more advanced options like interests, actions, purchase behaviors, and life events. For example, a wedding venue may want to target their ads to those who have used Facebook’s life events to announce they are newly engaged.
For those who may not have an ad budget, Facebook Groups is an excellent option for engaging with your current customer base while attracting new prospects. Earlier this year, Facebook announced a complete redesign aimed at increasing genuine human connection on its platform. As part of this redesign, Facebook will be making Facebook Groups more prominent and minimize the newsfeed. This offers companies a unique opportunity to create their own Facebook Group to help reach their customers. A company aimed at weight loss may want to create a Facebook Group where its customers can share their journey. When you offer a space where customers can ask questions, connect, and post their own stories, the company is creating brand loyalty and ensuring recurring sales. If Facebook Groups is the right avenue for your business, designate someone on your team to regularly check on the group to moderate, answer questions, and post updates.
With 1.9 billion users, YouTube holds second as the largest social media platform. There’s no denying that video marketing has been on the rise, but is it worth incorporating into your social media strategy? YouTube can be an excellent avenue for both B2C and B2B business, but before you start creating content, there are a few essential questions to ask yourself:
- Who is your audience? What do they value?
- What kind of videos will you be making? (tutorials, behind the scenes, product demo, Q&As)
- What action do you want viewers to take? Maybe it’s visiting your website, following the page, purchasing your product, or all of the above.
- Who on your team will be making and editing the videos, or will you be outsourcing?
Once you’ve answered these questions, it’s time to start planning your strategy. YouTube is owned by Google, making it the go-to search engine for videos. Be sure to optimize your videos for searchability by using keywords, video descriptions, and hashtags. It is vital to maintain a consistent tone and style throughout your video content. It may be tempting to create some videos for your consumers and some videos for a more B2B audience. This will most likely make your channel feel disconnected and could ultimately hurt your brand. Stick to one audience and create content specifically for them. Do some research and look at what others in your industry are doing. Think outside of the box when it comes to your video content. Red Bull has done a beautiful job creating their YouTube channel, with over 8 million subscribers who tune in regularly. Red Bull ties its product in by focusing their videos on extreme sports, which require energy to maintain such an active lifestyle.
When it comes to social media, it can often feel like brands are broadcasting content instead of facilitating conversation. Twitter is the platform that is an exception to the rule, and the magic comes from being the place where customers and companies can connect. Take a look at McDonald’s who does a great job replying to their customers in a meaningful way no matter if the tweet is negative or positive.
The key to success on Twitter is to have a loud brand voice, engaging content (ex. ask questions or post polls), and use hashtags. Take a page out of DiGiorno Pizza’s Twitter account. They have a unique voice, and on top of that, they use not only branded hashtags but trending hashtags to increase their reach. For example, the company live-tweeted NBC’s 2013 performance of the Sound of Music. By tying their brand to a significant pop culture event while still staying true to their product, DiGiorno Pizza earned over 44 million social impressions over the week and over 4,000 new followers.
Instagram has evolved from a photo-sharing app to a powerful marketing tool for brands to target and engage with customers. According to HubSpot, 71% of Instagram users are under the age of 35. For brands trying to reach a younger target demographic Instagram is a great avenue. A few ways for brands to be successful on Instagram is to create a robust profile (fill out your bio, populate your highlights, add a profile photo) and post visually striking content with captivating captions. Over the last few years, Instagram has become a more shoppable platform. Brands currently can add shoppable tags to their products in posts and on stories. Earlier this year, IG announced that a shop tab would be added to the explore page, a place with content curated to the user based on their behavior.
Along with the shop tab, Instagram will also be releasing the ability to purchase directly from Instagram, no browser needed! Instagram’s visual nature and move towards easier shopping make it an excellent platform for those in the fashion, beauty, retail, and home goods industry. One company who does Instagram well is Madewell, by posting great content, using hashtags, and shoppable tags the company has seen high followership and engagement from customers and potential customers.
LinkedIn boasts over 600 million users, most of which are business owners or other professionals, making it the ideal space for B2B marketing. Fact, there are 61 million users who are senior-level influencers, while 49 million are key decision-makers for their company. Get in front of these stakeholders by using LinkedIn’s variety of ad formats including, Sponsored content, InMail Campaigns, or Text Ads each with their own array of benefits. On the organic side, be sure your profile is populated with information about your business. Be sure to post content that is of value to your audience; this may mean educational content, skill-enhancing videos breakdowns, or product demos. Another key to success is to post visually appealing content consistently. Steer away from a direct product or sales pitch and instead relate your product or service to your target demographic’s day to day activities, thoughts, or concerns.
Often overlooked, Pinterest is a social giant in its own right with 250 million active users. Similar to Instagram, Pinterest is a highly visual space which means your content should be too. For those in the B2C space, Pinterest can hold a lot of value as the platform is shoppable. We highly recommend you make your website easily pinnable by adding a Pinterest Share Button to items on your website. This allows consumers to easily pin your items to their boards straight from your site rather than have to open Pinterest and find your company’s page. Who knows that consumer may have just pinned your product to a Christmas Wish List board that will be shared with family members! When creating your company’s Pinterest account, you’ll want to be sure to create boards that relate to your business for users to follow. Like most social media platforms, it is essential to post frequently and consistently. Increase your organic reach by engaging with your community. Follow boards and other accounts that relate to your business. Pin or comment on other’s pins and watch the followers roll in!
Need some help reanalyzing your social media strategy? Want to talk about which social media platforms will perform for your business? Here at BriteIdea, our Social Media Marketing Services help your business grow brand awareness, customer relationships, loyalty, and website traffic. We know a one-size-fits-all approach doesn’t work. We handcraft every social media strategy and seek social platforms where your targeted audience is most active instead of what’s most popular amongst the masses. Schedule a complimentary social media audit and consultation today!