Once you’ve submitted your business information online, done keyword research, set up your website and submitted your site to major search engines, now it’s time to set up your social media accounts to continue driving traffic back to your website, bringing in leads, subscribers and visitors that you can educate, inform and inspire into your customers.
There is certainly no shortage of social networks to choose from and you want to be selective in which ones you choose, depending on your business goals and defined audience. Creating a customer persona or ideal client persona is a step we will cover in another post, but for now, let’s stick to the age and demographic you are reaching out to. Once you have those decided on, which of course you should know from when your business or organization began, then you can make the wisest choice in terms of gaining the greatest ROI from your efforts.
So let’s run through a couple of the most popular networks and who you can reach by utilizing social media.
Facebook: The world’s largest social network. While youth and teens have drifted away from this network, mothers, parents and baby boomers have flocked here. With over 1 billion people on the network, chances are your target audience is there, now you need to reach them.
Facebook has began aggressively monetizing their platform and resorted to a pay to play relationship with businesses and organizations. This was to be expected as the experience for users is totally free. Facebook is now charging businesses to get posts seen by even your followers. So the long and short of it is just because someone follows your company, doesn’t mean they will even see your posts without you paying for it or being creative and strategic in your posting on Facebook. This means you will need to create likable and shareable posts that your target audience is into, not necessarily only posts promoting your business. The standard rule is 80/20. 80% of your posts need to be engaging, fun and inspirational, 20% selling and offers. Of all the social networks Facebook has the best targeting options for you to reach your ideal prospect. Yes, you have to pay, but because Facebook has been able to gather so much data on its users, they now make that available to you as a marketer.
For example you can target people on Facebook by job title, employer, interests and more. This means really quality data that can be utilized to zone in on the exact audience you want to reach and create advertising that is not int-eruptive in nature, but rather helpful as you’re reaching your target audience.
Twitter: Twitter is the second largest social network and somewhere you want to consider being present. Twitter’s users are usually on a mobile device and the current active users is around 288 million. In contrast to Facebook, Twitter will share your post with all of your followers, if your users can find them. By this I mean that Twitter is extremely busy with millions of posts per day. So your followers may need to scan through their network to get to yours, but the good thing is Twitter pushes your posts out to everyone. Twitters users are generally more educated, upwardly mobile and consume most of their content on a mobile device. Get to the point though with Twitter, you only have 140 characters.
Google+: You want to be one Google+ for a number of reason.
We already discussed business submissions in Lesson 1.Submitting your business to Google maps and verifying your business through Google+ means you’re more likely to show up in Google search.
Google + is entirely searchable by Google Search. So as you target your posts on Google+ with your keyword strategy we talked about in lesson 2, your site will move up in ranking in Google Search.
It’s a fairly new platform and not as developed as Twitter or Facebook. This means your posts are more likely to get seen and noticed by the people on Google+. It’s also an opportunity to develop as a leader in your field on Google+.
LinkedIn: The largest professional network in the world, LinkedIn has a niche in reaching professionals and potential business to business clients for your business or non-profit. You want your posts to be professional in nature and talking about value added advice and business wisdom for your followers. Use LinkedIn to share business advice from leading news sites, industry news and trends that are important to your followers.
So go ahead get your accounts set up and consider managing them through Hootsuite. Hootsuite is a social media automation and scheduling software that you can use to manage all your networks in one place and set up and schedule your posts.
Because of the time investment needed in these networks as well as the strategy and planning that goes into succeeding on these networks, you may want to consider hiring a firm like ours to manage and grow your brand's social media presence. For a fraction of the cost of a full time employee, we can help you succeed on social media.