Social Media is an essential element of any business marketing efforts – we all know that right?!. However, as a small business, it can be hard, and we often stretch ourselves. We’re already a bookkeeper, cleaner, administrator, event planner, accountant, business planning and director (delete as appropriate!) and that’s before we even do the job we signed up to. So to expect you to tweet 5 times a day, record your life on Instagram Stories and Pin to your heart’s content on Pinterest before we’ve even begun to battle with Facebook can be one step too far for many.
So the most important job you can do is to make sure you’re using the right platform for your business and to prioritise. Unfortunately, it’s not a case of “oh well I’m on Facebook so I might as well use Facebook for my business”. As a small business, I would always advise you to only be on as many platforms as you can manage (unless you get help). If a potential customer visits your Twitter account and there has been zero activity since 2014 then they may assume your business has since closed. So if you only have time for one then do just one. It’s better to do one platform really well that to do 3 badly.
Here are the main three points I believe you should consider before moving forward:
- Think about your goals – what are you wanting to achieve? Brand Awareness? Drive traffic? Your goal will help you to determine not only the social platform you choose but also the content you create and the audience you target.
- Choose the platforms that your audience is using. If you’re targetting women in their 60’s then are they going to be on Snapchat? Unlikely. As a very general rule B2B is generally better suited to Linkedin and Twitter. A B2C business is generally better suited to Instagram and Facebook. A business with lots of blog content or products may find they see more benefit to Pinterest etc etc
- What content do you produce? Lots of blogs won’t work well on Instagram when you only have one clickable links. Or if you’re in it for the long haul you can strive for 10k followers and get swipe up feature on Instagram Stories. Or you can use Pinterest to drive traffic – the most effective platform for doing just that. Do you have lots of products or images – if so you’d be silly not to embrace Instagram?
To summarise you may find this infographic sums it all up beautifully! Which would you use for your business?
The graphic will hopefully help you think about your Social Media from a different perspective but as always you can also drop me a message and I’d be more than happy to advise you. There are no set rules though so please don’t panic, For example, If you think your B2B business with little visual content will work on Instagram then you go for it. I did and it’s been hugely profitable for my business. If you have the passion or energy then you can make any platform work for you. However, if you feel like you’re not making progress or seeing a return on the time you invest then maybe have a think about whether you’re using your social media correctly.
If you would like to know how to make the most of your chosen platform why not keep an eye out for my upcoming workshops online and in Worcestershire. Or you can book a 1:1 session with me so we can work together to create you a strategy that will see your business grow.
As always I’m mainly knocking around on Instagram offering daily tips, news and updates so you’re welcome to come and say hi over there!