Updated: Mar 9
There really is no way around it, it's that simple. If you have a business and aren't posting on a regular business you're beating yourself over the head. But the good news is you don't need to use every platform there is, and have a variety of different strategies you can use.
If you have a business but and it is not active on Social Media platforms, your inaction is actively hurting the business. Simply for the sake of providing customers with your basic business information, it is smart to have a profile for your business. For the sake of them knowing you are alive, doing well and actively operating - it comes off as a nice gesture to at least leave a post once in a blue moon. In some cases a person may question the legitimacy of your business... Having an active Social Media presence reassures your potential customer that you are the real deal and not some elaborate scam.
Having active Social Media accounts brings benefits to your business beyond the reasons I just mentioned. When your customers like or comment in your posts and you engage with them, you are building the foundation to a relationship. In some cases you are building trust. When you are posting and engaging on a regular basis you are always front and center, fresh on their minds. Of course, there is a line and you can also over-do it. But when you can find that sweet spot of frequency to your posts, and also bring something of value to your audience... You've got a golden opportunity on your hands.
Social Media Marketing isn't that complicated, I promise. It is repetitive, though. It can sometimes feel a bit tedious and even annoying as you have so many things on your to-do list. But don't overlook, or under appreciate its importance. If you do the work yourself, you're technically looking at a free source of marketing. But is it really free? If there is anything that is true in business it is that time is money. And like I said, this shit may only take a small portion of time out of your day, but over time, it really adds up. So if you are ready to get started then be prepared to commit to it.
The first thing to consider when starting SMM for your business is to figure out which platforms work for you and which ones don't.
There are so many different types of Social Media platforms available to us in this day and age, more than I will even be touching on in this article. What you need to be doing right now is focusing in on the platforms that are the well known and cater to your target audience. And also try to figure out (and you may not know this right away) which one is clearly going to be most compatible for your business and its audience. When you have figured this out, make that platform the focus of your Social Media efforts.
In this article I will briefly touch on the bigger Social Media platforms to help give you an idea of which demographics are the majority that's using each platform. Because as logical as it seems to just be on every single platform, you may find yourself spinning your wheels and wasting your time on some platforms.
And what did we just go over a few moments ago? Time and money go hand in hand when it comes to business and you don't want to waste one penny, or one second (and trust me, you will waste both at one point or another unintentionally, so save your time and money at every opportunity possible).
So for instance, if you're selling blood pressure monitors, you might find yourself wasting your time on a platform like TikTok seeing as roughly 50% of TikTok's global audience is under the age of 34. If you are selling a product that is more targeted to women such as beauty products - your best platform could very well be Instagram as 57.3% of the users on Instagram in the United States are female.
I hate to say it because I am not a fan of Facebook but it's probably the best platform to be on as it has 2.7 billion users worldwide. An audience of that size creates a lot of potential for any business of any size, especially small businesses. And we cannot leave out YouTube with it's 1.3 billion users collectively watching 5 billion videos in a single day.
I'll be honest, Youtube kind of snuck up on me, as in the beginning and for many years after I thought it was just a place for cat videos and people doing stupid shit for attention. And don't get me wrong, there are still people doing stupid shit for attention. But, now after spending years on YouTube, paying attention to and picking up on the sales tactics and marketing strategies being used - I feel YouTube is a force to be reckoned with.
There are a million different scenarios I could lay out because there's a million different ways to make money. I don't know what type of business you have, what product or service you offer, so on this one you are going to have to do your homework. And when you do, just search for things on Google such as "Age group of users on Facebook" or "What percentage of women use instagram in the United States". Things of that nature.
Now, who are the big dogs in the industry? According to Adobe the top 7 Social Media platforms in 2020 were:
And before you go off to the races and start creating these accounts, I think it is definitely worth mentioning that anyone offering professional services should also take the time to create a LinkedIn account and be making posts on the platform on a regular basis, regardless of what your profession is. If you are selling a product, I'd say you don't need top worry about being on LinkedIn outside of creating a business profile.
Now, I could start going on about each one of these Social Media platforms in length but this isn't that type of article. We do want to finish reading here at some point. So I am going to get right down business and just tell you what strategies I've used for marketing on Social Media and what little tips I can share along the way.
The first thing you're going to want to do is get creative.
I usually end up on 4 or 5 different Social Media platforms when I get any particular business started on a campaign. After you've figured out the best platforms that work for you, start considering your angle. For instance if I am doing a marketing campaign for an attorney, I will compose a post that targets each area of law that they practice. Then I will find an photo to pair with it that explains each practice area in a single shot. I'm sure you've heard "a picture is worth a thousand words", well all you need is a picture that explains enough for people to make the connection in their mind within a single frame.
Then I will get into Photoshop, and add the attorney's logo, along with the name of that practice area (i.e. Personal Injury), their phone number, and website URL. A rule of thumb to remember is you never want to clutter an image you use for your marketing. So be sure that you keep it short, simple and sweet by getting your message across without covering more than 20% of the image.
Here is another example:
This is an actual image I've used for my other business, Boston Segway Tours. And as you can see this is a slightly different approach, but the main rule still applies. I am not covering more than 20% of the image. But let's touch on a couple other cardinal rules, one of the most - if not the most important being - that if you are going to go the route of pairing a photo with your post, the photo has to be nice and clear. Nothing kills the image of your business like using a blurry or pixelated image in your marketing.
Also, try to use crystal clear text when applying it to your image. Again, blurry or pixelated text over your image looks like total shit and you should never do it. And so this all reminds me of 2 things I also need to mention. You really need to get on a photo editing program and start getting yourself familiar with it. I prefer to use Photoshop, and will be talking about how to use Photoshop i my next article.