Coffee cup with BEGIN written on it set on a wooden table filled with coffee

Not Just Any Channel

Post here, post there, post everywhere! Absolutely NOT –work smarter, not harder! Welcome to #socialmediasaturday

A successful social media marketing strategy is exactly what you need for your business to grow. Social media is a marketing powerhouse that solidifies branding, creates quality leads, and drives sales.

You completed #tip 1 explaining how to implement a simple SMART goal setting strategy, which explains the What. Then you moved on to #tip 2, Who Are You Talking To? where you built a basic buyer persona identifying core demographic elements of your target audience. Today let’s move onto the Where, breaking down how to know which social media platforms your content will be best received.

#Tip 3, Knowing Which Social Media Channels to Use. If you want to do it well, keeping up with multiple social media channels each with their own posting schedule and communication options, can be very overwhelming, a full-time job, even. Don’t stress yourself out. Starting and running a business is your passion and already a lot of work. If you can’t hire a professional Social Media Specialist to run multiple channels as part of your business team yet, start with the one platform that reaches the majority of your demographic. You can expand your reach, and your team, as you get better at identifying your customer’s needs.

While there may be some similarities or demographic overlap, each is their own separate world. For example, if you are a jewelry designer, you might market your lockets on Facebook using the demographic of moms who are the ages of 40-65+ of the upper-income level. Whereas you will likely have better luck selling toe rings to women, students who are 15-25 years and have a lower income-level on a platform like Instagram. Create your content for each platform considering your audience, separately.

By now your research should have included your closest competitors. If you have not yet done so, spend some time clicking around their website following links to their social media page(s). Keep an eye on the content they are posting and when, the public reaction to that content, engagement with their audience, reviews, the most common complaint(s) and compliment(s), and so on. If you have a meeting with a marketer, you will most likely discuss your business competition and what makes you stand out from them. Your evaluation of your competitors will help to give you the basis to start creating your content strategy including the where what & who.

Marketing your business is a step by step process of evaluating your goals, hypothesizing, experimenting, creating, modifying, and repeat. If you aren’t successful at first, it’s not a failure, it’s something learned and knowledge is always something gained. 

Remember to keep it simple to start with. It’s better to do one platform well compared to many poorly. Share your handle (for example @instagram) widely, on everything and everywhere related to your business, menus, business cards, t-shirts, your email signature, and so on. Where else can you think of to share your social media handle?

*Before you invite everyone you know to like or follow your page, refer to this tip about making masterful First Impressions.