In our last blog, we talked about ten reasons why your business needs digital marketing. In this blog, we focus specifically on the social media aspect of your digital marketing strategy, and how you can do it right.
“An empty social media profile or a profile with inappropriate content can be detrimental to your business.”
This article will discuss the most important things to take into consideration when launching social media for your business. We also look at a few common mistakes businesses make when using social media for the first time.
Navigating the social media landscape with your business can be tricky, especially if you have no experience with it whatsoever.
“It’s a battlefield that you should enter with armour of political correctness and a spell-checking sword.” ~ Pink Square
There is so much free or inexpensive information available out there covering the different social media platforms. Before you jump into anything, do some Googling and figure a few things out.
Research each platform to find out what type of people use it. Look at what they use it for. Look at the different brands on various platforms, note how they use it. Look at how and why their fans engage with them.
Remember to research brands similar to your own, see what they are doing and decide if you can use some of their concepts in your own marketing.
If you dig hard enough you can find brand strategy documents, guidelines, and even their KPIs. It will help explain how and why those brands are using social media.
After you have done some research you will have an idea of what social media is used for in terms of marketing and what goals are realistic to strive for. Sit down and set some time-framed goals; 3 months, 6 months, 9 months and 12 months.
Remember there is no shame in adjusting your goals if you have to, but you won’t be able to measure your success if you don’t have set goals.
Selecting Your Platforms
You might think it’s a good idea to have a profile set up on all platforms even though you can’t really use it or have any content for it because then your business is represented and that’s good. An empty social media profile or a profile with inappropriate content can actually be detrimental to your business.
Here are a few things to take into consideration when selecting social media platforms: Do you have the skills to use the platform Does your business image fit the platform and it's demographic Will you be able to consistently produce content for the platform
Even if you are alone, you could still learn if you are unfamiliar with the platform, but the rest should be a definite YES.
Outsourcing your social media management to an agency like Pink Square Social means your content and social media skills are professionally covered, but if the platform is not in line with your business image it is not a good idea to force it.
Using the Platform to its Full Potential
Most social media profiles are completely searchable. Which means that anything you put in your profile will help people find your business on the platform. So make sure your profile is fully and accurately filled in, add all the information you have on your business, and upload imagery in all the available spaces.
Some platforms such as Facebook allow you to remove and change certain sections on your profile. If a section is irrelevant to your business rather remove it and focus on the rest.
During your research phase, you’ll come across a lot of information on what you should and shouldn’t post, times you should be posting, sizing for imagery, hashtags and all sorts of other tips.
But the most important thing will always be to create meaningful and interesting content that the people you are targetting will want to read, engage with and share with their friends.
When creating content for your social media, it is important to only share content to the platforms where it is expected to be seen. Refer back to your research on what people expect to see and read on a platform and make sure your content is in line with this before posting.
When using social media you need to ask for the engagement you want from your fans. And when your fans engage with you, it is important for you to respond timeously and in line with your brand image.
Engagement and Community Management is it’s own monster so we won’t say too much about it here..
Wrap It Up
- You will need to do a lot of research before starting.
- While doing your research always have your business in mind and try to apply the ideas you like back to your own business.
- Choosing only one or a few platforms might seem counterintuitive to get your business name out there but don't create a profile if you aren't committed to the platform
- Not using all the features of social media will leave you behind your competition
- Create content calendars and plan your content well in advance
- Don’t be afraid to throw the content plan out of the window and, jump onto hot trends, as long as they fit and represent your business well.