If you want to increase your digital marketing clout, social media is a good place to start.
It might seem like social media is for personal communications, but that’s no longer true, and since 3.4 billion people use social media (that’s almost 80% of internet users and 47% of the global population, for context), what better way to directly target your audience?
But don’t be fooled. Running a social media account for your business is very different to the way you might use it in your personal life. Your customers aren’t interested in holidays or wedding snaps (unless that’s your industry!) – they want to know what’s going on with you, what you can offer them, and where they can get a good deal.
With that in mind, the best place to start is by considering which social media platforms will work for your brand. If you have a visual product to sell, and if your target market is under 40, Instagram is a must. If you are selling a service or you rely on a community talking about your brand – e.g. bars and restaurants – Facebook is the ideal channel for you.
Twitter is great for getting conversations going, especially if you value strong customer service, whilst LinkedIn is brilliant for B2B organisations. But don’t feel pressured into signing up to every platform. Handpick those that will work best for you, and that you can dedicate time to. Realistically, you aren’t going to keep on top of 10 different channels.
To help you decide which social media your business should be using, we’ve broken things down…
Facebook is the most used social media platform with over 2 billion active users. However the past year has seen a 40% drop off with younger users, possibly linked to data controversies and its appeal to older generations.
If your audience fits with Facebook’s key demographics then you’re in luck. Their advertising and post-boosting platform is a brilliant way to target new audiences on a small budget.
For regular posting, you can share images, videos, links, and text posts to promote your brand with direct calls to action, but you will need to make sure your Page is followed by a high-quality audience. If your followers are just your friends and family and not your customers, Facebook’s algorithms won’t work in your favour and will actually direct the wrong people to you.
Digital marketing with Facebook has never been easier – just make sure all posts contain an image and a link back to your website to increase conversions.
Twitter is great for selling services rather than products. Share news and related industry content to position yourself as an expert in the field. Get conversations started, and join in on others to increase engagement with your target audience.
Twitter also has an advertising platform which is great for awareness raising, but not ideal if you are looking for clicks and sales conversions, so be mindful of where you place your budget.
As with all digital marketing, it’s got to look good. Statistically, tweets without links and images, and with too many hashtags, won’t attract the attention of your audience. Stick to one link, three hashtags maximum, and always include a photo, video, or GIF to ensure higher engagement.
LinkedIn is a professional network ideal for B2B businesses, but that’s not to say there isn’t scope for B2C brands too.
Consider your audience and use the right tone of voice to connect with people who are using this platform with their business hats on. Tell stories from your company, give people a behind the scenes look, share industry insights, and keep people up to date with business news that will showcase your expertise and hopefully heighten the authority of your brand.
LinkedIn’s advertising platform is expensive, but it’s a great way to engage with businesses that you might otherwise be unable to reach. Consider your CTAs and what you want from the platform before taking the plunge.
Digital marketing with LinkedIn is all about making connections, so make sure your page and everything you post is clear on your brand, including imagery and links to increase conversions.
Instagram is the ruler of visual social media. If you have a product to sell, there is nothing quite like Instagram and its community of influencers to get people talking… after all: a picture speaks a thousand words.
Instagram Stories are a quick and easy way to share behind the scenes news from your company, whilst your main page is the perfect place to showcase your personality and products. Decide on your style and tone of voice, and make sure you make the most of user tagging and hash tags.
Of course there are a number of other channels, with more popping up all the time, and it is always worth keeping an eye on the market in case something that perfectly targets your audience begins to gain traction. For example if teenagers or Generation Z are your market, TikTok is the happening place to be. But for now, these golden oldies are the best to focus on, with the highest active monthly users worldwide.
YouTube, with 1.5 billion users, is another major social media channel, but it’s not right for everyone. If your company is totally video-based, you probably know what you’ve got to do, but if you’re taking baby steps then can creating short videos on Instagram and Facebook – including Stories – is the best way to immerse yourself if your brand isn’t suited to longer videos.
So there it is – your handy guide to using social media for your business. We know – it’s a lot to take in! So if you think you still need some help from the experts, we would love to hear from you. Our team of Digital Marketing pros are always happy to share your social media woes and take some of the load of your shoulders.
Get in touch with us today and find out what OggaDoon could do for you.