HOW TO CHOOSE THE BEST SOCIAL MEDIA CHANNELS FOR YOUR BUSINESS
December 13, 2017
With so many options available to small business when it comes to social media, choosing the channel/s that are the right fit can seem daunting. We want to demystify the process and ensure you have answered the six most important questions about your business before you spends hours researching your options! Next up, our ‘Ultimate Guide To The Big Five’ It gives you all the info you need about the top five and the best fit will be an easy choice!
1: What are we trying to achieve through being active on social media?
The first step is always to identify your business objectives/goals when it comes to social. Is it to generate more leads? Is it to increase brand awareness? Or maybe you want to create brand loyalty with existing customers? Or maybe it’s all of the above. There’s no right answer and every business will be unique but getting clear on why, will mean you’ve got something to measure against when you start. Plus, it’ll influence not only the channels you use but also the content you produce.
2: Where is our target customer most active? What about our competitors?
Getting super clear on who your customer is and which social channels they use is vital. Not only are demographics important (Are they more female than male? How old are they? Where do they live?) but psychographics are equally critical (What do they do in their spare time? What do they like? What needs and problems do they have?). When you understand your customer, you’ll know what sort of content they like and where you need to be most active. Not sure? Send a survey out and ask! There’s plenty of free survey software like Getfeedback and Survey Monkey. It’s also a great idea to do some analysis on your competitor social media channels. What audience size do they have? What level of engagement do they have? How often do they post? What are they posting?
3: What sort of product/service have I got?
If you’ve got a physical product, it’s better to use social channels that are more visual like Instagram, Snapchat, Facebook or Youtube. If you’re in the service business or B2B, it’s more likely that a professional network site like LinkedIn is more appropriate to find new business and create content to become a thought leader brand or business.
4: What type of content do I have?
What’s a natural byproduct of your brand, business or service? Do you have any content already? What sort of content? Written, images, video? Does it make sense to write industry articles or blogs that educate your customers as to your services? Or can you create engaging video content about a product that will delight and entertain? Do you have a visually stunning range of products that lends itself to rich imagery and storytelling? Do you have a location based brand or business that would thrive from an Influencer campaign?
5: What resources can I allocate to social media?
One of the most important things to ask yourself is who’s going to be managing your social channels - especially if you’re a small business. Many businesses choose to outsource social media to an expert in this space due to resource restrictions - Check out our guide to finding a great social media agency back at our blog page. We also highly recommend being active on one or two social media channels (and do it well) rather than spread your precious resource too thin - don’t try to tackle them all at once! It takes time to manage the content calendar, create and post the content. In addition, if you’re creating engaging content that your customers love, you’ll need to manage the influx of customer feedback and comments. In fact, many small businesses use Facebook as a customer service platform and are active on only one other channel.
6: How will we measure our ROI?
Once you are clear on what you want to achieve, you’ll need to make sure that you can measure your results. There are plenty of fantastic reporting tools out there that will help you better understand your metrics. Most require a small amount of integration but the benefit is worth the investment as you’ll be able to understand conversion rates, cost per acquisition and engagement stats. Each business and industry is different but here are some basic benchmarks to be aiming for.