1. Don’t spread yourself too thin. We often hear of business owners who question if they should be on this platform or that platform. The answer is unique to each business and comes down to what type of demographic is your potential customer or client. If your business is attempting to reach millennials, Snapchat might be an extremely powerful marketing tool for you! If you own a roofing company, your target audience probably just isn’t there. It’s important to be aware of social marketing trends and keep an eye on new platforms, but that does not mean you need to be wasting time attempting to run a plethora of social media accounts. Not only is it more work, but, quite frankly, you’re not going to see better results either.
2. Don’t post the same content to every platform. This is one of the quickest ways to turn people off to your brand or message. Every platform is unique and draws upon a certain type of demographic. Users browsing Pinterest have a different objective than those browsing Twitter or Facebook. Content is consumed differently on Snapchat than it is on Google Plus. These differences aren’t noticed by users very frequently until they come across content that just doesn’t fit. It’s extremely important to take the time to tailor your content for the platform. This is particularly important for millennials who want to gain or receive something different from each platform they follow you on. Try offering incentives or contests specific to certain networks. It’s a great way to offer unique perks while maintaining diverse content across your social media platforms!
3. Follow your competition. It’s important to not only follow your competitor’s social channels but to also do the proper research to determine who your competitors are. Visit their web site. See what types of social media posts are working well for them. Then, use this knowledge to build upon and tweak your own social media strategy. After all, you are trying to target the same audience; therefore, it only makes sense that what works well for them will likely work well for you as well. Facebook makes this extremely simple by going to your insights panel and adding “pages to watch.” This feature allows business owners to see posts, likes, and engagement for similar pages to your business. Use this to your advantage by seeing what types of post perform well and how certain wordings affect engagement. This simple tool is one of Facebook’s often overlooked crown jewels!
4. Monitor your progress. Use the tools available to you to see what is working and what isn’t. Almost all of the major social networks have valuable insight tools that allow you to see metrics for your profile as well as individual posts. Use these tools to perform A/B tests on posts to see what wordings, call to actions, or images perform best. Reviewing the results of these types of test can also help you post better content in the future, content that is more engaging for your audience and will increase brand awareness around your company or message. It’s also important to have Google Analytics or some other type of tracking software on your web site that can track how successful your social media campaigns are in driving traffic to your web site. Your web site is the best place for displaying your message and company in positive and attractive manner. It is often where the sales for your company are made as well. Therefore, your goal should almost always be to direct customers back to your web site with some purpose, whether that be learning more information or closing a sale.
5. Ensure your profiles are complete. Potential customers not only follow your updates but also use your profile as a means of finding reliable information such as hours of operation, your web site, and more. Search engines are beginning to use and index social media profiles more as well. This means you should be taking advantage of every field each platform has to offer. Use creative, engaging images that are tailored specifically for each platform. Cross promote your other social profiles to increase your followers and engagement on other profiles. Be sure to use the ‘about’ section to tell the story of your company. Ensure contact information is up-to-date; you could be losing sales. An incomplete profile can also signal to customers a lack of trust in the business. Now, go double-check your social profiles!
These are just a few tips for managing social media for small to medium sized businesses. Managing social media can be a full time job by itself and can take your attention away from what really matters: your business. Advocate Advertising Group offers social media management plans that are affordable and efficient. Give us a call today at (318) 865-5002 or email us at firstname.lastname@example.org.