This very fast paced world of Social Media can be a stress ball for most small to medium sized businesses these days. Starting out with any new marketing strategy can often be intimidating, and if you are the new guy on the block, even more so. There are so many types of marketing strategies to choose from. Are you going to use email? Social Media? Web? Direct mail? Now you see my point. So how do I know which one is right for my business? When people ask me, it is often a good idea to start with one type of marketing and go from there, rather than spreading yourself too thin. Work out how successful it is, and then if it generates a decent ROI,then start adding more marketing responsibly being cautious to stay within your budget. If it fails then obviously you need to change your game plan. Most SMBs find that social media marketing works for them. This is great for small budgets, and it can lead to a very high ROI when done right. But there are many platforms to choose from. Here are some tips to help you figure out what may work best for you.
Locating Your Potential Customer Base
Different social media platforms have different types of users, so you need to know who your target customers are and which platforms they are using.. It makes sense to focus most of your efforts on the platform where they spend the most time, so you need to have an idea about who uses each platform.
Facebook, although facing some hard scrutiny lately, is still the biggest, and as a result, you will usually find that a large group of your target audience has at least some presence on the site. As of December 2017, it has over 4 billion users and 2.13 billion monthly users. With the recent focus however on Facebook' privacy issues in the news, these figures could rapidly change. As of January of this year,, 25% of users were aged 25 to 34, but 54% were 35 or older (with 9% 65 or older). Instagram is focused on images and videos. It has over 800 million users with 500 million of them on it daily, and nearly 60% of those internet users are aged 18 to 29. As for Twitter, it currently has 330 million monthly users with 37% of its users being aged from 18 to 29, and 25% are aged 30 to 49. Also, think about the type of content you will share. For videos and images, Instagram is great, as is Pinterest. But Pinterest might not be so great if you’re selling something that is not so easy to depict visually. If you sell products like food or clothing, Pinterest is ideal. It also has a large female user base. (71%), making this the perfect platform if you target mainly women.
These are just some basic figures for the types of people you can find on the big platforms. What you need to do is dig deeper and find out whether your specific target audience has a large enough presence on a platform to make targeting it worthwhile. In general, Facebook is good for all ages, but especially if you are targeting older users. It’s also good for sharing longer content. If you’re targeting millennials, Twitter or Instagram might be better, especially if you plan to share images and videos. But as these social networks also have older users, you don’t want to discount the platforms entirely if you are targeting older customers. Snapchat has become a solid platform for video marketing but is still playing catch-up to Instagram. Snapchat users are basically teens to late 20's somethings.
Invest More Time On One Platform
One option is simply to invest more time in one platform but to maintain a presence on others. For example, you could make Facebook your main platform and focus most of your attention there, responding to comments and questions and working on getting more likes. But you could easily post to Twitter at the same time by using a tool like Buffer. This allows you to make one click to post to numerous social platforms. So then even if you don’t invest your time in Twitter, you could still stay active this way. If you get any shares and engagement, that’s a bonus. Consider LinkedIn As well. This platform is heavily used by business, business managers, and prospective people looking for employment.
Make Sure You Achieve Your ROI
Social media marketing can be a great option for your business’s online marketing efforts. It’s cost-effective, it helps you get the word out, and it’s the perfect way to boost your customer base, get fans, increase traffic and boost your visibility (SEO) So make sure you spend some time going over your options, then focus your attention in the right places where you are likely to get a better return on your investment.
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