Every business knows they need a social media presence- that’s a given. They need it for brand recognition, to drive traffic to their website and/or to their bricks and mortar store and as the foundation of their content marketing strategy. But the how and the what and the which isn’t quite so clear.
Here’s the bottom line: social media platforms are not advertising channels. Social media is all about building community and engagement- not solely posting sale pitches to your followers. However, social media is a communications tool, and like any communications tool needs to be aligned strategically to your brand and to your business.
Any of my clients will tell you I’m always banging on about target audiences. Who are they? What do you want them to know about your business? Where are they hanging out? That’s because knowing your audience and marketing and communicating directly to them, strategically and thoughtfully, is the most effective way to get ROI.
Here’s another little factoid I tend to bang on about:
Whilst it’s important to secure your online real estate, don’t scatter yourself across all platforms willy* nilly. Nay- what I suggest is you register your business handle across them all, then pick one or two platforms to focus on for the next three to six months, get to know them really well, post consistently, build your community within that platform, and then add another if you feel you can manage it in your work schedule.
But which platform is best suited to your business? Pinterest? Twitter? Facebook? LinkedIn? Instagram? Blab? All of the above?
This question is best answered with another question. Which platform will help you reach your business goals? The clearest way to determine the right platform for you is to consider the following questions, shared in this post, and repeated below:
1- who is my client/audience?
2- what interests them?
3- what is their platform of choice?
4- what do they use the platform for?
5- how will I meet their needs on that platform?
6- how can my message add value to them in their day to day personal and working life?
7- why do I want to engage with them beyond the almighty dollar?
8- what results do I expect from engaging with them?
If those eight questions are overwhelming, let’s narrow it down to three:
1- who is my ideal client?
2- where are they hanging out online?
3- what content can I provide to them that will help me meet my business goals?
Easy peasy, lemon squeezy. The answers to these questions will determine the channel (s) you focus on. Of course, actually using these platforms is a whole other kettle of social media fish, but as always, I’m happy to chat about this, and a whole lot of other things communications. Give me a buzz!
*Holly said ‘willy’ bahaha
Want this post as a checklist?
This is a post in my series of posts about social media magic. Each month I provide information, hacks and ideas for getting the very most bang for your communications buck on ye olde internet and social media platforms. If there’s something specific you’d like to know, please shoot me an email or give me a buzz, and I’ll do my best to help, or to address it in an upcoming blog post or on my social media platforms- find me on Facebook, Instagram and LinkedIn.