In a perfect world, you’d have employees whose sole job is to be present and responsive on every social network.
This isn’t a perfect world however, so as a small business owner that job more than likely falls on you.
Please don’t beat yourself up though if you don’t have a consistent presence on every social network out there right now.
You are already spending countless hours each day trying to make your business the best it can be.
After that there is only so many hours in the day to pin on Pinterest, tweet and reply to followers on Twitter, create interesting content, find other good content to share, get people engaged with your page and then keep tabs on how it is all working by looking at the analytics.
If you find yourself in this place, bouncing between the many social networks, in a twisted online version of Whac-A-Mole as you spend a few minutes here and there trying to keep on the social media plates spinning then stop. Just stop.
Instead, focus on one or two social networks now. Take the time to learn them in and out, discover their strengths and their flaws. Each network has its own way of doing things and taking the time to truly figure them out will only benefit your business in the long run.
So What Is The Right Social Network For Your Brand?
Firstly, you need to know which social network your audience is on now. At the bottom of this post you find a wonderful Infographic by Social Barrel that will really help you answer this question.
Once you have a good idea of the answer you can see which type of media typically gets the most engagement on that platform.
In my opinion, if you run a business that sells products or provides services to end-user consumers I recommend you put your focus on Facebook. If you have time for another network to focus your marketing on after that I would pick Pinterest.
If you are running a B2B company I would highly recommend Linkedin.
My focus right now is on Facebook. Even though the platform has lost some market share recently to other social networks they are still the king of social media and proven to help brands get more exposure and drive traffic and sales to their websites.
So What Should Your Facebook Focus Be
Learn the ins and outs of your Facebook page. Learn how to post great content. Do photos work the best on your page? What type of photos? Memes, quotes or infographics? Which get the most engagement? You should learn how to answer these questions.
Learn How To Create Engagement With Fans.
Do your fans respond well to fill in the blank updates? Caption this images? Or do they prefer it when you post a question or give them good tips that help them? Again, focusing on answering these questions will only help your business.
What Will Make Your Page Rise Above The Noise?
Learn what you can offer on your Facebook page that is different than your competitors so that your page stands out:
- Maybe it is in-depth articles shared from your site in a particular subject.
- Maybe it is great customer service that will make your page stand out.
- Maybe it is just your authentic self that will make fans gravitate towards your page.
Don’t Forget Email Marketing
Understand the power of email marketing and how to get users from Facebook onto your businesses e-mail list. Email isn’t sexy like social media but it is far more powerful.
Email marketing is 10 times more effective in driving sales conversions than search or social media.
I build an email list on my Facebook page by using one of my tabs. I give away a free report in exchange for a persons email address. I also run Facebook link ads that go to my email opt in landing page.
You could also offer coupons, access to a newsletter or other incentive to get your Facebook fans on your list.
Learn How To Use Facebook Ads
Take the time to learn how to use Facebook ads. I’m not just talking about clicking the ‘boost post’ button next to your latest post and choosing to spend 30 bucks and then forgetting about it.
I’m talking about setting up targeted ads and looking at the reports to see what gets the best response.
You don’t have to become a Jedi Master of the Facebook Power Editor now, but knowing the basics of Facebook ad targeting is going to get you a much more engaged audience on your Facebook page.
Get Insightful About Insights
Finally, take some time to understand Facebook Insights. Yes, I know that those insight graphs remind you of high school maths but a few core insights you should be looking at and understanding that are really going to help you create better content for your page and offer more value.
Using Automated Tools To Fill In The Gaps.
If you are really set up trying to keep up a presence on several networks at once with limited time then I would recommend you use one of the automation tools such as Hootsuite, Buffer or SocialOmph.
I know a lot of marketers kind of turn their nose up at automation tools. Social media is supposed to be about what is happening now, in real-time. That is something you lose with automated content posting.
However, I think these tools do have their place for people who truly don’t have the time to post content in real-time all day such as small business owners.
I use a combination of Feedly and Buffer myself to fill in the spaces on my Sociallution Twitter account when I know I am not going to have time in the day to tweet. I find relevant Social Media marketing news in Feedly and then send it to Buffer to tweet at a later date.
What do you think about only focusing on one or two social media networks and really learn how they work? Do you think it will help or hurt your business?
InfoGraphic below provided by Social Barrel Link