Social media is a great tool to ensure you reach a wider audience and maximize conversions. Most businesses think activating every social network will lead to business growth and ultimately run profitable businesses.
But the reality is that this strategy will likely backfire on your business.
When selecting your business's correct social media accounts, less is more. Spreading yourself too thin results in lackluster content, dormant accounts and disengaged clients.
Thomas Edison reportedly often asserted, "The value of an idea lies in its use." With this in mind, ensuring your business has an active social media presence is a great idea. Like any other robust marketing tool, your online presence can destroy your rapport and drive customers away if it's not used correctly. In my role as CEO of a mail-order nursery with clients across the country, I've learned many lessons when it comes to social media and want to share more about how you can navigate the options available to you.
There are various social networks on the internet. You probably know these big names: Facebook, Instagram, Twitter and LinkedIn. You might think that your social presence on all these networks increases your likelihood of growing your customer base. But the reality is that your customers are not active on all these platforms. Of course, you probably guessed it — they're busy!
This means you need to develop a marketing strategy focusing only on a few social networks your customers use. How do you choose the right social networks for your business?
Who is your target audience? Trying to be active on all social networks is like targeting everyone. It would be best if you narrowed it down to the few prospects who are likely to convert and become loyal clients. So, aim to understand your demographics, including their age, sex, income, education and other factors.
The content you use to promote your products and services will also determine the social networks you can turn to. For example, if you promote your products using videos, YouTube might be a great choice. Conversely, if you use images, then Instagram is a good pick. The point here is that choosing a social network that suits your business and what you're promoting is essential.
Your customers on different social media networks have certain expectations. When promoting your business on Twitter and Facebook, people expect frequent updates. This might not be the case with YouTube. Thus, you must determine how much time you're willing to commit to creating content that resonates with your audience.
Maintaining a few social media networks allows you to focus on your audience and create engaging content. So, the idea of "less is more" applies here.
Your social networks should portray competence and professionalism. Through your social media presence, your clients should resonate with your brand and feel comfortable about sharing your content or recommending your products or services.
It's not easy to achieve this goal. It demands creating highly engaging content that clicks with what your prospects and customers are looking for. Content is king, and poor-quality content will only drive away customers. You risk losing the few clients you have.
Targeting customers on all social networks often leads to a hurried and disorganized social media approach. You'll miss the mark because you don't know what your customers want. As a result, expect your clients to turn to rival brands.
Narrowing down to using only a few social networks allows you to optimize your social media strategy. You will want to humanize your brand even when interacting with your prospects online. Eventually, this leads to better engagement, which guarantees increased conversions.
Tom DeMarco, an American software engineer, once noted, "Quality takes time and reduces quantity..." You don't have any time to waste if you're an entrepreneur. Every second matters. Managing your social networks is more complicated than you think.
Contrary to what most people think, it goes beyond creating a few posts and publishing. Running an effective social media marketing strategy takes time. Producing quality content that will trigger action from your audience is not easy.
To do right, identify where your audience spends their time. Depending on your products or services, you'll realize where most of your customers are. It could be YouTube, Facebook, or Instagram. Make an intelligent move and devise your social media marketing strategy around your customer preferences.
You should also think about your level of experience in the different platforms. If you're an expert on a specific network, it's easier to identify trends and other market factors. However, if your customers use a platform you're not familiar with, you may have to hire a social media marketer or an agency to help you.
The numbers don't lie. Before investing time and money in social media platforms, evaluate your metrics across current social networks. The numbers will help you determine which platforms you should prioritize and which ones you should abandon.
Once you identify a specific social platform, develop a strategy defining what content you'll create, your posting frequency, and other goals you intend to achieve. Remember to include paid advertising in your plan since it guarantees your audience engages with the most valuable content.
Running a successful social media campaign doesn't mean you should do a little bit of everything. Choosing a few social networks is more effective than focusing on them. The good news is that your current metrics will help you decide the best platforms that should work for you.
Creating highly engaging content that sells and converts will increase your bottom line in no time.