Nowadays, almost every company has an online presence. As a business owner you know this and you want to take advantage of this, but there’s a problem. The world of social media is like a jungle, and if you enter it without a proper map, you’ll find yourself lost in the wilderness, going round and round the same path until you drop down with exhaustion and fatigue.
Unfortunately, this has happened to a lot of good businesses who had a lot of great products or offering logo services. What they failed to do before entering the social media arena was prioritizing the wrong social media platforms, or trying to deliver to all major social networks.
What you need to understand is that staying on top of social media takes a lot of time and dedication. You cannot look after your business’ day-to-day operations and provide a steady stream of fresh and unique content for all the social networks at the same time. The good news is that you don’t have to do that. You cannot be all things to all people; and you shouldn’t.
What you need to do is to select the right social networks for your product/service, and stick to them. But how to select just the right ones? Here’s how:
WHICH SOCIAL MEDIA PLATFORMS ARE FOR ME?
Before you select the right networks for your brand, you need to answer some questions. The answers to these questions will tell you what to focus on, they will also help you narrow down your choices to the best two or three networks to focus on.
WHAT KIND OF PRODUCT/SERVICE DO YOU HAVE?
What this simply means is – are you B2B or B2C? Does this change things? Of course, it does.
Although social media has advanced in great leaps and bounds, but we are still not on the stage where people go to social media platforms solely to look for something they want to buy. There are a few exceptions, yes, but the common rule is that the people on social media are not close to the sales funnel. Unless it’s an impulse buy, the chances of people logging on to a social network just to browse your products are very slim.
This is where the differences between B2B and B2C businesses come to play. A good B2B social media strategy focuses on generating leads. This is done with the help of regular blogs, creating lead magnets, offering freebies and offering discounts on platforms like LinkedIn.
WHO IS YOUR TARGET AUDIENCE?
Every now and then you will find yourself the prey to an ill-targeted ad. Everyone’s had those. Regrettably, this is not an uncommon occurrence. A lot of businesses waste their money on ads that are targeted on the wrong audience. Get out your tablet or laptop right now and answer the following questions:
- What is the geographical position of your audience?
- What are the ages and genders of your buyers?
- What is their average take home income?
- What industry will you most probably find them working in?
- Are they married? Do they have kids?
- Are they homeowners?
- What are their hobbies?
- What are the problems that they might face and what kind of solutions do they look for?
- Where do they get their information from? Newspaper, online, friend recommendation or something else?
- Will they pay a lot for my product/service or not?
Once you’ve answered these questions, you will most probably have the perfect profile of your average buyer. Getting to know your audience is the key to marketing your product/service in the right way and not wasting money on it.
WHAT IS YOUR SOCIAL MEDIA OBJECTIVE?
You will find a lot of business owners and managers talking about social media goals and objectives, but you will rarely find someone who knows exactly what that is. Mostly you will hear a lot of abstract talk. After a lot of research and fact finding, you will turn up empty handed and disappointed.
Make sure that you know the social media platforms that you are using. Most social networks are inherently “visual”. People go there because they want to see different things. They don’t go to these networks because they want to do things. The chances of you making sales directly from these platforms are low. But all is not lost. The more visual you are, the better the chances of converting potential clients into confirmed buyers.
If you know which social network you have to focus on, it will not only save your time, it will also help you achieve your goals faster. If your social media strategy is properly aligned with your brand and everything that represent it like your logo design, your web design, your motto, your content and your voice, it will produce a ripple effect and levitate you to higher levels faster than you can comprehend. But if any of these things are not according to your strategy, then it could also mean a fast slide downwards.