You're a small business owner, a medium-sized business owner, or you work for a business that is considering using social media for business.
You see large companies on all social media platforms, and you're thinking, "How can I leverage social media?' and "What is the value that it's going to bring to your business?"
Should you hire someone to launch, manage, create, analyze and strategize? Or should you hire an inside team, a freelancer, or a marketing agency, maybe?
How about the social media platforms? Are you going to be using Clubhouse, TikTok, Twitter, Facebook, Instagram, YouTube, Pinterest, BIGO, Cameo, and Snapchat? Or are you going to focus on a few?
Or when is it really the right time to start using social media for business?
Can social media really help your business?
The answer to those questions really is, "It depends on you and where your business is at." We're going to help you acquire clarity on whether you should be on social media, the platforms to use, how you should start, and when is the time that you should hire someone for social media. The cost of running your social media efforts can differ depending on how many social media platforms you use, the people you hire, the types of campaigns you run, and if you're leveraging social media advertising and what you want to accomplish.
Alright, let's tackle question one.
Should my business be on social media?
This is a straightforward question to answer, and the reason for that is because we must first determine what you're in the business of and if your customers are online.
So how are we able to determine that?
Here is an overview of the most used social media platforms as compiled by Hootsuite and We Are Social. Facebook is by in large, has the most users worldwide. From this graph, you can see that the adoption of social media worldwide is mainstream, and your customer can be found across different platforms depending on a few key demographics.
To determine which platform your audience is most likely using, the Pew Research center has identified that different platforms appeal to different age groups. For example, from the graph, you can see that YouTube and Facebook are used by almost any age group, compared to Snapchat, Instagram, and Twitter, where the audience is younger. LinkedIn skews a little bit older to a professional audience.
When considering your target audience's gender LinkedIn, YouTube and Twitter have a similar reach among men and women. On the other hand, Facebook, Snapchat, and Instagram skew towards females, and Pinterest is predominantly female.
Why is this information important? (What social media platforms should I use?)
For simplicity, let's assume your business is a sporting goods company, and one of your core verticals is selling women's attire and other sporting goods for women.
An ideal approach would be to use Facebook, Instagram, and Pinterest and create content for a specific age group you want to connect with on each platform. We outline and map out who your ideal customer is for each social media platform. That way, everything social media marketing activity can be measured, improved, and see the overall impact it has on your account and business growth.
Is it necessary to go after all social platforms?
Not really. Just because many companies are using all social media platforms, it doesn't mean that your company should. Having alignment with your business goals and adopting the platforms that will support your goals is more important.
Let's say, for example, that one of your goals is to get sales from social media. Your company wants to promote a sale towards women who enjoy sports, are working professionals. As outlined above, the topmost ideal platforms would be Facebook, Instagram, and Pinterest. But let's say that you want to implement a video strategy, then YouTube would also be a great fit because your ideal customer also spends time on YouTube.
What social media can and cannot do?
Another factor to consider on whether you should use social media for your brand is your business growth state and its priorities to grow your business.
Your business is like a car, and social media is the front left tire of your business. By itself, social media isn't going to pull the entire weight of your business.
It's kind of like if a business relied solely on ranking number one on the first page of Google for leads, only relying on sales teams, or solely relying on Google Ads. Your company has multiple sources in which it connects with prospects, and each method needs to be organized to meet your business goals. Social media should be integrated within your company's fabric to provide an outstanding customer experience, excellent brand recognition, and responsiveness to an audience who finds your brand.
As an integral part of your business, it improves your brand's visibility, increases brand awareness, generates web traffic, and gets sales and conversion. If your social media initiatives are siloed from other functions and focus exclusively on sales, you will most likely not get the benefits you would like from social media. The purpose of social media is to build relationships so that when your audience is ready to purchase from you, your brand is already there.
Or, you may be a business with established social media channels, and your purpose of hiring may be dependent on a campaign that you want to launch.
So what are your next steps?
If you're set to explore the possibilities of social media and discover the path in which you can take, connect with us. We promise that we won't do any selling because we don't know if we are a good fit for you.