Everyone says that social media platforms are vital to a business’s online presence. It’s true. But not all platforms are right for each business, and not every posting strategy works for each business.
Today, we are going to create a social media strategy for YOUR business. While we do offer this service to our clients, it’s helpful to know the process to avoid problems and optimize in the future.
We’ve touched on the basics of marketing strategy in our previous posts, such as identifying target audience and content creation. In this post, we will dive a little deeper choosing the platforms and provide several examples.
First, you need to figure out where to invest your time and energy. There are six primary platforms when referring to social media for business: Facebook, Instagram, Pinterest, LinkedIn, Twitter, and YouTube. However, there are other social platforms that are more niche to specific industries. It’s important to determine if your time is well spent on platforms including the niche ones.
Grab a piece of paper and a pen, and let’s get started.
Not to be self promoting, but to show as an example, I’ll answer these questions for Blue Shift Web Services. You should answer these questions honestly and thoroughly. Think of it as an interview!
Social Media for Business: Strategy Interview
What is your business about?
My business is dedicated to online presence. This means websites, SEO, social media, the whole gambit. We help businesses of all sizes get online and have the best foot forward.
How did you get started?
We started Blue Shift Web Services after working in the industry for years. As we interacted with bosses, owners, clients, and coworkers. We realized we could do it better all around. Better processes, better client relationships, better work environment. So, we saved up and took the leap.
Why did you get started?
See above.
Tell me what makes you different from the others in your industry?
Well, we have lower prices without sacrificing quality. As owners, you meet with both Ryder and I and are in communication with us as well. We dedicate ourselves to helping you market your business online. When it comes to websites, we teach you how to run it (even if you get our maintenance package). We understand that business is the most important thing, and that we are there to take care of your online presence while you’re running the rest of yours. Moreover, we understand that business comes first and work at your pace. If you’re not able to focus on a project (that isn’t time sensitive like sales), we do not hound you. We also answer emails, phone calls, and text messages quickly and continuously. This is probably the number on thing that people have thanked us and chosen us for. We often hear “You’re the only one who answered.” or “My current developer never emails back or does the updates in a timely manner (usually refers to weeks without hearing from them).” We pride ourselves on communication, dedication, and excellence.
Now, what problems do you solve?
We solve the problems of online presence for businesses. Online presence is super broad and nuanced at the same time. It’s like a spider web: many layers, many connections, all leading to one center to catch all the traffic. We provide services to help each business find what they need and do it.
What products or services do you sell?
We sell services such as: web design, search engine optimization, social media management, PPC advertising, social media marketing, graphic design, copywriting, maintenance, email marketing, professional appearance (email addresses, business cards, brochures, etc). We also offer consulting, public speaking and training.
How do you solve this problem better than competitors?
I touched on this earlier, we communicate better and quicker than most competitors. We are more affordable without sacrificing quality. We do not sell just to sell, we pride ourselves on only selling you what you need, and guiding you to understand whether or not your business needs a service.
Who uses your products/services?
Businesses. Whether large or small, startups or established. All businesses need an online presence, and we’re here to service them.
Okay, now you should know who you are as a business. Let’s get into more content based questions.
Do your products/services photograph well?
For us, we have several services that we can use as graphics for social media posts. We can use portfolio pieces like websites, logos, graphic design elements, and pictures from networking events.
(Some great ideas for other industries: Before and After photos, Smiling Clients + testimonials, product images, products being used!)
Do you feel comfortable creating visual content myself (graphic design)?
I do feel comfortable photographing and creating visual content for social media.
If not, would you rather learn it yourself or outsource it to an expert?
In the case I wasn’t comfortable, I’d probably rather outsource it since my time is better spent doing things for the business/clients. (If you want us to manage your social media, check out our social media packages!)
What about written content?
I am comfortable writing content for blogs, web copy, and social media. If I wasn’t, I’d outsource it.
Do your services/products need an explanation before purchase or after purchase?
It doesn’t necessarily need an explanation, but I do have written directions before and after the service is provided. I could make this graphical or into a video as well.
Alright, all done with the interview section!
Social Media for Business: Choosing Platforms
So now, we’ll review your answers to the above questions to determine which platforms to post on. While you may not post to every platform, you should register and completely fill out an account on each of them.
Facebook posting is good for any business. Recommendations are also a great way to show your reputation to those finding you. You can also benefit from sharing, posting, and interacting in Facebook Groups.
However paid advertising on Facebook depends on your products/services. The best things to pay for advertising for are impulse buy type items: makeup, knick knacks, etc.
Instagram is another platform that is pretty widely useful across industries. It requires images to post though, so keep that in mind.
Pinterest is the fastest growing social media of all time. Faster than Facebook, Twitter, Instagram, etc. This platform is useful for industry but those who thrive are: home remodeling/building, restaurants, fashion, skin care, and the like.
Of course, if you’re targeting businesses LinkedIn is a great way to connect and garner attention for your business. It also gives your business a sense of legitimacy.
YouTube
YouTube is a fantastic way to share videos with your clients, followers, etc. You can create informational videos and promotional videos and upload to YouTube and then embed those videos to your website with minimum effect to load time of your page!
I don’t suggest to put effort into Twitter for small to medium size businesses.
Social Media for Business: Content
Creating content for social media is a large topic in and of itself. We’ve dedicated a post to content writing before, check it out here: Content Writing Essentials: How to Write Content for Online Presence
Check out our other guides to social media here:
Social Media Management: A Beginner’s Guide
Social Media Strategy : Create One that Works
BENEFITS OF SOCIAL MEDIA MARKETING FOR YOUR BUSINESS
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