For businesses, the world of social media is often overwhelming. There are too many platforms, featuring too many kinds of content. Sometimes it can feel as though you’re too busy to stop and measure the impact your social activity is having on your business. If this sounds familiar to you, you’ve stretched yourself too thin. Don’t worry, it’s a common problem with an easy solution. Stepping back and re-focusing your efforts on the right social media channel will get you better results with a smaller time investment.
Set Your Targets
If you don’t know what you want out of your social media engagement then how do you know when you’re spending enough time on social? If you want to cap your time online, you must first decide what kind of goals you’re driving towards. Do you want referral traffic, leads, or to just generate greater brand awareness?
Whatever your goal, be sure to quantify it by deciding exactly how much you’re aiming for. Not only does goal-setting let you stop when you’re achieving your goals, it can guide your strategy forward, helping you select the right social media channel for your target. Refining your goals on a monthly basis will let you expand your reach and adjust your strategy if it isn’t working.
Where is Your Audience?
No matter what your more specific goals are, your primary goal is always to connect with the audience you’re trying to reach. To do this you need to know who they are and where they spend their time online. Largely, that’s about choosing the right platform. If you’re trying to reach previous customers or those who are searching for your business online for the first time, Facebook is a good choice. You can stay connected to older customers there to gain their referral, and first-time searchers are likely to look for your Facebook page as it’s still the most popular social media site.
Beyond Facebook, you have several interesting options that may be good fits for your audience or business strategy. If you target women, Pinterest and Instagram are good options within this demographic. If you target business professionals, LinkedIn will get you noticed. If you’re targeting a younger demographic, it may make sense to ignore Facebook and opt for Instagram and Snapchat, which younger people prefer.
Revisit Your Strategy
Don’t be afraid to go back to the drawing board based on your analytics. If you find Twitter isn’t getting you a sound ROI, but LinkedIn is, then abandon Twitter and move your resources to LinkedIn. You will lose access to your followers on your old account, but you can always direct those followers to your new social media channel. Most individuals have more than one social media account, and if they cared to follow you in the first place they’ll likely want to keep in touch on your new platform. And, if you can get more engaged followers on the second platform, those are the potential customers it’s worth investing in.
Social Media Marketing
Still not sure what social media platform is the best for you? Contact DRMG for social media management. We’ll post original content weekly and engage with your fans to keep them interacting with your business.