Marketing on social networking sites has become a standard way for many small and large companies to further their business objectives.
Some experts suggest that where a company is heavily reliant upon the Internet for lead generation, having accounts on all the major social networks including Facebook, LinkedIn and Twitter is one way to ensure maximum exposure. As a small business, however, you may not have the time or money to do this. A targeted approach will ensure that you know exactly where to focus your efforts and which social network is best for your small business.
Successfully engaging customers on any social media site means that you will need to provide quality content. The networks can be differentiated, however, by the types of content that are more popular on each, with sites such as Facebook, Pinterest, and Instagram, for instance, rather more geared towards visual content including photos and videos. Twitter has proven effective for the promotion of written blog content, not unlike LinkedIn, a platform where business professionals share written expert opinions and evaluate market trends in a range of industries.
To design an effective strategy it helps to know about the reach of each platform and which businesses are more suited to each. Here is an overview of some of the most popular:
Google+A relative newcomer to the world of social media, Google + allows businesses to share photos, videos, and links to their followers called ‘+1s’. Google + allows businesses to segment their followers into smaller groups, facilitating targeted marketing campaigns. The site’s tone is casual and fun and major B2B brands such as HP and Cisco use the platform in their social media campaigns. More than 60% of Google +’s users are male professionals.
Infographic source: Likeable Media
Your Social Media Marketing StrategyIn deciding which social networking sites to use, it helps to know who your target audience is; which social media platforms they use; and what messages you want to share with that audience.
Experts say that businesses benefit from employing an editorial calendar detailing what content will be posted and when. Many businesses delegate the task to social media management services, who can also advise on the use of social media paid advertising.
Paid advertising is a budget-friendly service offered by most of the social media sites, that allows businesses to get more specific about their audiences, and target them directly with image-rich, keyword-tailored advertisements.