Choosing the Right Social Media Channels for Your Business
If you are a startup or SME owner who is constantly on the mission to grow your business by expanding your reach to new customers and connecting with existing ones, you should consider opening at least one social media channel for your business.
According to the Hubspot Annual State of Marketing 2021 report, social media is the #1 channel used by worldwide marketers to boost brands, market services, and products to customers and prospects. After all, what’s a better place to show off your companies’ products, services, values, passions, and personality all at once?
The question is, with the many social media sites out there, which one(s) should you invest in with limited resources, time, and money? Here we’ve gathered a few pointers that you should ask yourself before getting started.
1. Outline Your Social Media Goals
As with all other growth heck, your first step should always be defining your goals.
What’s the objective of setting up the channels? Is it to build brand awareness? Drive more conversions? To provide spontaneous customer support?
Based on your objective, set specific and measurable goals with numbers. It gives you a better idea of how you should work to accomplish them. Below are some good examples of goals:
- Increase 100 new followers per month
- Maintain an engagement rate of 10%
- Drive 50 report downloads from the social media channels
2. Identify Your Audience
Once you have a better idea of what you want to achieve with your social accounts, your next step is to identify your audience – who they are and what channels they prefer to spend time on.
Consider doing a pop-up questionnaire on your website to learn about your customers’ and prospects’ social media usage and habits. Do some research on what your direct competitors are doing as well. If they are doing great in particular channels, that could be a sign that there’s a pool of prospects there and you should consider joining the game.
After all, social media is all about finding, targeting your audience, and engaging with them there.
3. Market Research: What options are there?
Each social media platform serves a different purpose and users use them in different ways. The more popular ones include Facebook, Instagram, LinkedIn, Youtube. Research and list out the more popular ones among your customers and put together a pros and cons table for each channel for a better overview.
4. Resource Audit: Quantity vs Quality
Now that you have a better understanding of what channels are more relevant to your business, it’s time to map out all the resources you have and decide which site to invest in.
The reality is, building social media takes time and effort. Not only do you need to create content in different formats, but you also need to do countless tests to learn what works and what doesn’t. Keep in mind that if you decide to set up more than one social media account, your content needs to be differentiated across the platforms.
So, instead of being on every social media channel, list out your resources and focus your energy on fewer channels (even just 1) with more focused content if you are short on manpower.
Setting up business social media channels is easy, but growing them is another story. The pointers we’ve outlined in this post are great ways to get started on social media planning. Once you started running a social media account, start creating content that aligns with your marketing strategy and resonates with your customers to build followers. Don’t forget to constantly analyse the type of content, post format, and even posting cadence that performs best for your business.
We’ve previously put together some suggestions on how small business owners can formulate their marketing and branding strategies. Check them out here:
- Building A Marketing Strategy as a Small Business Founder
- How Founders can Grow their Small Business with Innovative Marketing.
- How can small businesses build a winning brand?
- 5 budget-friendly advertising tactics that you shouldn’t miss
- How Good Storytelling Helps You Build Connection with Customers