Exactly, the last reason is social media, your customers are around social media, your prospects are around social media. If you’re not there, there’s some percentage of your clients and prospects you’re not reaching.
Having said that, it’s important that you target the right social media for your prospective clients, if you’re business to business, if your clients or other businesses you might lean a little bit more towards using something like LinkedIn. If your clients or prospects are consumers, then you’re more likely to spend time on Facebook and YouTube and other things, but there’s certainly crossover in the both.
Despite about the key social media platforms, we’re going to talk about that. We’re going to talk about how to stay on top of your competition, developing your social media strategy, some common mistakes that you’d want to avoid, time management. We’re also going to over a case study.
Developing Your Social Media Strategy
The first things we’re going to talk about is developing your social media strategy. If you remember, for those of you who are here when we did messaging, the first step to any marketing, online, offline, social, SEO, pay per click is understanding and knowing who your target buyers are and their target persona.
All your activities around digital marketing are geared towards your ideal prospective clients. You got to remember them in everything that you’re doing. You listen to their conversations that they’re having on Facebook and LinkedIn or wherever and try to engage there.
You want to take an inventory of your content assets, what we mean by that is you may have in the past developed articles, and press releases, and videos, blogs, those types of things and you want to inventory that because you can repurpose a lot of that content. In fact, even e-mails, you can repurpose e-mails.
When you consider social media, look at images, videos, anything like that. Think broad and deep when you’re looking to inventory your content.
Exactly. You want to try and set some goals which can be a little bit tough with social media and they can change overtime. For example, initially a goal maybe, in a Facebook campaign not so much to get clients but to grow your fan base, grow your likes so that when you start to engage with them, you actually have an audience to engage.
You’re going to select platforms that we talked about earlier, Facebook may not be for your business, Twitter may not be for your business, maybe LinkedIn is the way to go. Then as much as you can, test what’s working, track what’s working, what’s not working and tweak the results and your efforts.
Basic Social Media Platforms for Small Business
When we talk about, from a basic level, what kind of platforms are more applicable for B to B, you certainly have … a blog is a great way to get up good content to your industry. This all goes back to establishing yourself as an authority online.
Blogging, giving good contents on your website and then sharing them on social media. For some B to B topic, often times LinkedIn is going to be your target and if it’s a B to C where your targeting consumers, Facebook is going to be where you’re going to share your information. Google+ is a part of both and Twitter can also be a part of both.
We used to always tell people that Google authorship was key to social media success. You may or may not be aware, but Google essentially terminated Google authorship a few weeks ago. It no longer really exists, at least in the current recommendations for things that you want to do for your small business. That being said, Google has terminated parts of their platform in the past and then resurrected them. I wouldn’t say it’s gone forever, it’s just gone … at least for now, it’s gone for now.
The other point I wanted to make with, this right here is that we’re looking at the basics here and we’re trying to be considerate of your bandwidth as a business owner. If you have more resources, you can add other platforms to manage. Also, you could add other ones if something was critical to your business, in terms of your target market. Let’s say Pinterest, you’re a B to C company, you do a lot of products, a lot of images, a lot of photos and it’s good for you to have a Pinterest account and manage that. That would be something to add here. There are the basics that you want to make sure that you’re doing, depending whether you’re B to B or B to C company.