Direct mail, Google AdWords, Social Media, Email Blasts… The world of marketing can be very overwhelming, especially to business owners who are focused on daily operations. With the overwhelm comes analysis paralysis. Where should you even begin? As you take time to analyze your options, your competitors gain an advantage. Don’t let that happen to you!
We spend more time on social media than we do in our email inbox, checking our snail mail or on the search results page of google. Especially for millennials, we spend far more time on social media than we do watching TV, (not including the time spent binging on Netflix).
Whether we realize it or not, our opinions and decisions are massively impacted by what we see on social media. Think about it… the place we spend most of our time is the best place to advertise. That’s why social media marketing is usually more important than email marketing.
The Wall Street Journal confirms that in 2017 and beyond, Social Media > Email. If you don’t have a solid social media strategy, it’s time to make moves. Here are three tips to get you started.
1. Know your audience.
Is your product or service most appropriate for millennials or Baby Boomers? Who are your biggest customers? What are the characteristics of the target market you want to reach? What are they interested in and where do they spend their time?
These days, we are all on social media, but the most popular channel varies from one demographic to the next.
Once you have identified your audience, make a list of what they are interested in and what they find valuable. This will help you determine the types of content you should share on social media. When you start posting, you can attribute each post to one of these pre-determined content types, which will help you achieve balance.
2. Focus your efforts on ONE channel.
When you’re just starting out with social media marketing, it’s best to choose one platform and master it. Focus all of your efforts there and build a solid community/ following before expanding. It’s better to be awesome in one place than mediocre in many.
In most cases, we advise our clients to begin with either Facebook or Instagram. The decision should be based on your target demographic, as well as your comfort and skill level.
A unique strategy is required for each different platform. Posting content in one place and sharing the same exact thing to other channels will result in low engagement and lost followers who do not see value in following your brand in more than one place.
Start with one channel and expand from there.
3. Create value on a consistent basis.
Share content that is relevant and engaging to your target demographic. What will make them laugh? What can you share that will help them with an issue they’re facing?
Post consistently and test your strategy by posting at different days and times. You will find that you get a better response at certain times of day on specific days of the week. We find that usually afternoon and evening posts are more successful, regardless of industry or demographic.
One final tip: Build a community and the sales will come later. Do not use social media as a place to simply talk about your product. Focus on providing value and increasing engagement with your target audience. It will payoff down the road.
If you need help building a social media strategy or identifying the most profitable way to spend your marketing budget, we’d love to help. Contact us at firstname.lastname@example.org.