So, you’ve decided to take the plunge and invest some time (and maybe even some money) into your social media strategy to increase your business’ online presence – GREAT JOB! But where exactly do you start? With so many platforms available at your fingertips, it can be a confusing new world to step into.
First of all, take a big deep breath and try not to feel overwhelmed. This question can be answered more easily once you know who your ideal customer is and where they spend their time online. So, to begin, ask yourself questions like:
Is my ideal customer an individual or a business?
How old is my ideal customer?
Are they usually male or female?
Where are they located?
How do they access or purchase my products/services?
What are their pain points and challenges?
From here, you can start to determine where your customers might be spending their time online and also where they probably aren’t. Identifying the demographics and characteristics of your audience is a vital step in deciding which social media platforms your business should be using and investing time in.
So, let’s dive in and take a quick look at the various platforms out there and who may consider them as an option.
Facebook has become almost a necessity in most social media strategies. The only group of businesses that this platform may sometimes not align with, are those in B2B activities. But with approximately 60% of the Australian population being active on Facebook and close to 14 million of them falling between 18-55 years of age, chances are your customer is there and ready to interact! This platform = almost certainly a must.
This lovely platform is HEAVILY reliant on quality visual content and consistent branding. There is nothing worse than scrolling through a business’ Instagram profile full of mismatched images, colours, fonts and messages! But, before you consider whether it is for you, consider who is using it:
59% of 18-29 year olds are active on Instagram.
80% of users are actually located outside of the USA, so chances are, if your business should be on Instagram, there is an audience to see your content.
So, if you can commit to maintaining a well thought out and visually engaging profile and your target audience sits in the realm of the most active users, I say go for it!
The one thing I hear most business owners say when you ask them about their online presence, is that they want to appear in Google’s search results. There are so many components to making this happen that it will more than likely one day make its own blog series here at Dotcom Digital, but for now we are going to focus on one small component that could help.
Google+ is, as the name suggests, a social media platform developed by Google that was to take on the likes of Facebook. While it didn’t quite have the impact they had hoped for, this does not mean it is a bad choice for your business. Most of your audience are no doubt using the search engine to research products and services. So, while it may not be the most engaging platform, it is easy to add to the mix of what you do and provide Google with constant fresh content attached to your brand that can have some impact on your SEO. This one is a take it or leave it from me depending on the time you have to invest in your social channels and the overall goals of your business.
For those of you who operate in a B2B style industry, or where you rely heavily on the relationships with other businesses, I would suggest seriously looking at LinkedIn as a viable platform for you.
Here, you can follow and link in with other relevant businesses and individuals, with more of a focus on what’s happening in your industry and how your offering remains relevant. It is a great platform to lead people back to your website and show your status as a thought leader.
If you’re an e-commerce site or similar, LinkedIn can be of benefit to your professional image, but if it isn’t driving sales or leads, it might not be a big one to invest time in.
Written by: Jodie from Dot Com Digital