Your Business Needs a Social Media Marketing Strategy Right Now. According to the 2017 Social Media Marketing Industry Report from Social Media Examiner, 92% of marketers said that social media is important to their businesses (that included business owners as well). The top choice for a customer care channel is social media (Sprout Social) so now is the time to start crafting that oh-so-important strategy to make it all work. Social media marketing is more than just posting content to Facebook. Ask yourself – why you are you using social media for your business? Think about that target audience and look at what platform(s) they are using. Keep in mind 46% will unfollow a brand on social for posting too many promotional messages (Sprout Social). Long gone are the days of “post it and they will come.” With all platforms unleashing algorithms that show content based on how much users engage with people and brands, chances are your posts are not going to be seen often without a little bit of a boost. All said, social media marketing is time-consuming. Any use of social media for business has to have a strategy behind it.
Last year I made the case for social media marketing for small businesses in terms of why they need to even use it. According to the 2017 Social Media Marketing Industry Report from Social Media Examiner, 92% of marketers said that social media is important to their businesses (that included business owners as well). So obviously businesses are getting the message.
This year, not much has changed, you still need to use social media for your business, however, it’s more important now to have an exact plan, or strategy, about how you are going to implement your social media marketing.
Get this – 41% of Americans say it’s important that the institutions they engage with have a strong social media presence and of those Americans who have a social media account, 28% would rather engage with a brand/organization on social media than visit a physical location.
So let’s do some math. There are roughly 326 million Americans. According to Pew Research Center, 69% of adults in the U.S. use social media, which makes approximately 225 million people. If 28% would rather engage with you on social media than walk in your door, that means 63 million people prefer interacting with businesses on social media than in-person. And that includes me.
Social media marketing is more than just posting content to Facebook. Or Twitter. Or Instagram. It’s more than sharing articles or videos. It’s connecting with your audience in a precise manner. To me, there’s an art, or science, to it.
Before you start doing anything on your social media platforms, you have to know why you are using it.
In the 2017 Social Media Marketing Industry Report, the top two benefits of social media marketing that were listed were increasing exposure and increasing traffic. 88% indicated that their social media efforts have generated more exposure for their businesses and 78% reported positive results for increased traffic. Most are using social media to develop loyal fans (69%) and gain marketplace intelligence (66%).
Ask yourself – why you are you using social media for your business? Everything you do online needs to start from your answer to that question. If it does not, then it won’t work. If you are outsourcing your social media marketing and the consultant or company is clueless about this, fire them now and find someone else.
You need to know who you are targeting.
Not every one of the 225 million Americans (if you are in the US) on social media is someone you should target. In fact, not everyone in a 10 mile radius of your business will be people you target. Think of the perfect person you want…