The right social media for you
Cotswold Web • 4 June 2019
There is no one-size-fits-all platform although we can help you decide what's best for you.
We're often asked ‘what social media platform should I be using for my business?’ and the short answer to this question is – it completely depends.
It's understandable that with so many options it can be a little overwhelming.
Every social media platform serves a different purpose and depending on who you want to reach depends on which platform you should prioritise. There really is no one-size-fits-all platform that’s guaranteed to work for your campaign.
Regardless of what you do in your business, in 2019, you need to have some kind of presence on social media. An approach to avoid when starting out on social media is to go at it ‘all guns blazing’ with no real goal of what you would like to achieve. That said, if you're not going to be able to keep up with posting on all channels, then they might not be for you. Your social media should be as strategic as any other part of your communication content plan.
With so many options out there it’s important to review the pros and cons of each platform available, to ensure that you don’t invest money into something that isn’t aligned with your business. So, whether you’re starting out or reviewing the effectiveness of your social media, there are a few things you should identify before beginning your social media strategy:
- Are you B2C, B2B, or both?
- What’s your target audience?
- What’s your overall goal?
Once you’ve worked out your main goals and who you’re trying to reach, it makes it much easier to identify which platforms will bring you the best results. Ideally you only want to use two or three platforms. Any more than that and you will struggle to create engaging, regular content. Remember it is not about putting as much content online as possible, it is about creating valuable content that your desired target market will engage with.
Here’s a list of the platforms you could choose:
Women and men between the ages of 25 - 54 make up 32% of Facebook users, respectively. Only 9% of users are between the ages of 18 – 24. If you’re targeting this audience Facebook might be the best choice, if you’re looking to reach millennials or an even younger demographic however, you might want to forget about Facebook or use it simply to share basic company information. A few years ago, Facebook altered its algorithm meaning non-promoted posts are much less likely to be seen. If you do have the budget to boost your posts and create adverts to promote your page on an on-going basis this could be a great platform for you.
Twitter is quite different in its function from most of the other social media platforms we’ve outlined here. The volume of content that is uploaded to Twitter every second is mind-blowing. Just because there are lots of people saying lots of things doesn’t mean you can’t utilise it to your advantage. The most important aspect of Twitter is that it allows you to have conversations with your customers in a much more personable way. There isn’t the same ‘formality’ on Twitter as there is on Facebook, for example. Brands are encouraged (and rewarded) for having a personality and being friendlier.
So if the content you’re looking to share is regular, interesting and can generate a conversation, Twitter might be the ideal platform to integrate into your social media strategy.
When reviewing which channels you should be prioritising it isn’t just about finding the ‘best’ platform, but one that allows you to connect with the right audience. This fast-paced channel appeals more to younger customers. Despite reports of decreasing popularity and reducing monthly users this could be a channel worth investing in if it’s supported by other media or an interactive 'live hour' like #WorcestershireHour.
Instagram has 1 billion monthly active users, and half of the monthly active users on Instagram are logging in daily. If the content you are creating is visual then Instagram could be perfect for you.
One con to the platform is the latest algorithm change means users no longer view the content in chronological order and rather through an algorithm determined by Instagram, much like Facebook's algorithm.
The important thing to remember about Instagram is the content you’re sharing has to present an Instagram friendly image. The term ‘instagrammable lifestyle’ is what people want to see. You need to produce attractive, aesthetically pleasing content in order to engage your followers.
Instagram is also a great channel if you’re wanting to use influencers as part of your communication plan.
This platform is more versatile than you might initially think. If you’re a B2B company you might want to prioritise this platform in your plan. LinkedIn is not only good for sharing job opportunities – it is also great for developing a strong business image. LinkedIn is also a fantastic way to connect with other businesses and professionals. If your business is client based, this platform could allow you to get involved in conversations that your desired customers are already engaging with.
Unlike other social media platforms LinkedIn is definitely more business focused, so it is not as suitable for fun / personable campaigns as others. It can however form part of a larger picture when it comes to your social media presence.
For female-focused companies, Pinterest is the way to go as its users are predominantly made up of this demographic. Similar to Instagram, if your product offerings include fashion, art, home decor, food, or anything else that you can create beautiful images of, you should definitely consider integrating Pinterest into your social media strategy.
Unlike Instagram, however, on Pinterest you’re able to link directly to your website on the images you post. This feature allows your followers to easily link back to your website (and purchase). For brands who want an online presence but also want to track direct sales Pinterest is great for this.
YouTube
If you’re able to create unique video content and reflect your brand through releasing behind the scenes footage, or generally engaging videos, you’re able to show the personality of your brand much more easily than through other social media platforms. Once ation is that the content you’re creating needs to be high quality. A poorly made video that doesn’t engage your audience and will not only give your company a non-professional image, you’ll also reduce the possibility of growing an audience within the market you’re targeting.
Snapchat
60% of Snapchat users are under the age of 24 and with more than 100 million users consuming 30 minutes of content every day, it's a potential goldmine for businesses targeting millennials. In 2018, Snapchat was overthrown by Instagram stories, so if you are looking to invest in Instagram as one of your chosen platforms – reviewing the effectiveness of Instagram stories is a good idea.
Please give us a call if you'd like to chat with us about managing your social media, we'd be happy to help.
Ruby Edwards
Find out more about the incredible companies we work with here and contact us to see how we can help with your website.
More Posts.
In today's digital landscape, effective content marketing can be the key differentiator for small businesses striving to stand out. As consumers increasingly turn to online platforms for information, brands must engage their audiences through valuable content that resonates with their needs. Understanding the nuances of content marketing is crucial; it encompasses various strategies designed to attract, inform, and delight customers while ultimately driving sales. From developing engaging customer personas to measuring success through specific metrics, small businesses have an incredible opportunity to refine their marketing approach. This article explores eight proven strategies that can lead to content marketing success for small businesses, equipping you with the tools necessary to create impactful and sustainable marketing efforts. 1. Understanding the Importance of Content Marketing Content marketing is vital for small businesses. It helps connect them with their target audience, builds brand awareness, and drives organic traffic. A well thought out content marketing strategy lets small businesses compete with larger companies by using cost effective methods. Regularly sharing valuable content can position a business as an expert in its field. This fosters trust and encourages potential customers to seek their services. Documenting your content strategy also increases the chances of seeing your marketing efforts as effective, allowing a higher allocation of budget toward content marketing. Creating a diverse range of content types is key. Here are some content formats to consider: Blog Posts Social Media Posts Email Marketing Visual Content Developing a strategic content plan helps business owners carve out unique market spaces. Establishing clear business goals and using tools like Google Analytics to gauge conversion rates can refine your approach. Below is a quick checklist for effective content marketing: Know your target audience Set SMART goals Use a content calendar Perform a content audit By focusing on these elements, small businesses can enhance their content marketing efforts and achieve growth. 2. Developing Customer Personas for Targeted Engagement To create targeted content, small business owners should develop detailed buyer personas. These personas are fictional versions of ideal customers, including demographic and psychographic details. Tools like Google Analytics and social media insights provide valuable data to shape these personas, making them more accurate. Understanding your target audience through buyer personas is key. It allows content marketers to tailor pieces of content that address specific needs and challenges. This approach boosts engagement and builds trust with potential customers. It is often necessary to have multiple personas to cater to various products, services, or customer segments. Each persona reflects different motivations and interactions with your brand at various stages of the customer journey. Here's how you can develop them: Collect Data: Use surveys, Google Analytics, and social media insights. Analyse: Determine the needs, interests, and behaviours of your audience. Create Multiple Personas: Define different segments based on your findings. Tailor Content: Use the personas to guide your content marketing efforts. Effective personas lead to a successful content marketing strategy, enhancing your business goals with every piece of content created. 3. Crafting a Comprehensive Content Plan Creating a successful content plan is key for small business owners. It acts as a guide to align all your content marketing efforts with your business goals. Here’s how you can craft a comprehensive content plan: Identify Key Topic Areas: Focus on subjects relevant to your target audience. This ensures you create valuable content that speaks directly to potential customers. Choose Content Types: Use a mix of blog posts, infographics, and videos. Different content formats can help engage various segments of your market. Plan Distribution Channels: Decide where to share your content. Consider social media posts, email marketing, and your website for maximum reach. Set Calls to Action: Encourage your audience to take the next step. This could be signing up for a newsletter or visiting a product page. Utilise a Content Calendar: This keeps your content marketing strategy organised and consistent, minimising missed opportunities. Analyse Metrics: Use Google Analytics to track conversion rates, engagement, and content performance. Including these elements in your content plan aligns with the fact that structured strategies significantly boost success rates. Regular content audits refine this strategy further, ensuring continued engagement and growth .
This article will delve into the strategies, statistics, and tips that will define successful content marketing efforts in the coming years
Today, SEO is about far more than stuffing your website with keywords. Google and the other search engines are wise to this tactic and have moved on from it.
While different disciplines, UX is becoming increasingly important to SEO success. It isn’t a direct ranking factor in SEO,
Heading 1 Artificial intelligence (AI) has had a huge impact in many areas of life and SEO is no exception. While it has made online searches easier for consumers, keeping up with it and staying ahead as a business can be challenging. As Google integrates advanced AI into its search results, businesses must rethink their SEO strategies. Understanding the future of SEO in the context of AI is essential to appear high on search rankings and remain competitive. Traditionally, search engine optimisation (SEO) has relied largely on keyword optimisation and link building. If you sell garden products, you would make sure the phrase ‘garden products’ was used frequently throughout your website. You would also look to get some links back to your site from other websites – maybe other businesses in your local area or in a complementary sector. These traditional SEO methods are becoming less effective. AI means search engines like Google and Bing have become better at understanding the intent behind a search, through machine learning algorithms analysing huge quantities of data, as well as natural language processing. Natural language processing doesn’t just understand the words in a query, it understands the context and intent behind it. AI can even understand synonyms, slang and regional variation in language! When someone searches for something online, AI can analyse, interpret and predict their behaviour. So businesses have to adapt their SEO strategies to changing algorithms to stay competitive. You need to have a deeper understanding of your target audience and produce content which meets their needs and answers their queries. It is about providing the best answer to the questions your audience is asking, because AI algorithms are skilled at recognising content which meets the search intent of users and provides value. This means that content which is designed to meet specific needs, answer questions and provide the solutions to problems is more likely to rank higher in searches. AI algorithms will prioritise content which resonates with users on a human level – with every paragraph adding more value and depth. This aligns with AI’s preference for content which engages and informs – and also helps build a stronger connection with your target audience. In addition, AI is making voice searches (e.g. Alexa) much more effective. Voice searches tend to use more words than online searches e.g. ‘find me healthy snacks for pre-school children’ rather than just typing ‘healthy snacks’ into Google with no context. This aspect of AI will continue to grow in importance and become even more widely used.
An SEO audit is a way to evaluate how well your website is optimised for search engines