If you want to increase your digital marketing clout, social media is a good place to start.<\/p>\r\n\r\n\r\n\r\n
It might seem like social media is for personal\r\ncommunications, but that\u2019s no longer true, and since 3.4 billion people use\r\nsocial media (that\u2019s almost 80% of internet users and 47% of the global\r\npopulation, for context), what better way to directly target your audience?<\/p>\r\n\r\n\r\n\r\n
But don\u2019t be fooled. Running a social media account\r\nfor your business is very different to the way you might use it in your\r\npersonal life. Your customers aren\u2019t interested in holidays or wedding snaps\r\n(unless that\u2019s your industry!) \u2013 they want to know what\u2019s going on with you, what\r\nyou can offer them, and where they can get a good deal. <\/p>\r\n\r\n\r\n\r\n
With that in mind, the best place to start is by\r\nconsidering which social media platforms will work for your brand. If you have\r\na visual product to sell, and if your target market is under 40, Instagram is a\r\nmust. If you are selling a service or you rely on a community talking about\r\nyour brand \u2013 e.g. bars and restaurants \u2013 Facebook is the ideal channel for you.\r\n<\/p>\r\n\r\n\r\n\r\n
Twitter is great for getting conversations going,\r\nespecially if you value strong customer service, whilst LinkedIn is brilliant\r\nfor B2B organisations. But don\u2019t feel pressured into signing up to every\r\nplatform. Handpick those that will work best for you, and that you can dedicate\r\ntime to. Realistically, you aren\u2019t going to keep on top of 10 different\r\nchannels.<\/p>\r\n\r\n\r\n\r\n
To help you decide which social media your business\r\nshould be using, we\u2019ve broken things down\u2026<\/p>\r\n\r\n\r\n\r\n
Facebook<\/strong><\/p>\r\n\r\n\r\n\r\n Facebook<\/a> is the most used social media platform with over 2 billion active users. However the past year has seen a 40% drop off with younger users, possibly linked to data controversies and its appeal to older generations.<\/p>\r\n\r\n\r\n\r\n If your audience fits with Facebook\u2019s key demographics\r\nthen you\u2019re in luck. Their advertising and post-boosting platform is a\r\nbrilliant way to target new audiences on a small budget.<\/p>\r\n\r\n\r\n\r\n For regular posting, you can share images, videos,\r\nlinks, and text posts to promote your brand with direct calls to action, but\r\nyou will need to make sure your Page is followed by a high-quality audience. If\r\nyour followers are just your friends and family and not your customers,\r\nFacebook\u2019s algorithms won\u2019t work in your favour and will actually direct the\r\nwrong people to you.<\/p>\r\n\r\n\r\n\r\n Digital marketing with Facebook has never been easier\r\n\u2013 just make sure all posts contain an image and a link back to your website to\r\nincrease conversions.<\/p>\r\n\r\n\r\n\r\n Twitter<\/strong><\/p>\r\n\r\n\r\n\r\n Twitter<\/a> is great for selling services rather than products. Share news and related industry content to position yourself as an expert in the field. Get conversations started, and join in on others to increase engagement with your target audience.<\/p>\r\n\r\n\r\n\r\n Twitter also has an advertising platform which is\r\ngreat for awareness raising, but not ideal if you are looking for clicks and\r\nsales conversions, so be mindful of where you place your budget.<\/p>\r\n\r\n\r\n\r\n As with all digital marketing, it\u2019s got to look good.\r\nStatistically, tweets without links and images, and with too many hashtags,\r\nwon\u2019t attract the attention of your audience. Stick to one link, three hashtags\r\nmaximum, and always include a photo, video, or GIF to ensure higher engagement.<\/p>\r\n\r\n\r\n\r\n LinkedIn<\/strong><\/p>\r\n\r\n\r\n\r\n LinkedIn<\/a> is a professional network ideal for B2B businesses, but that\u2019s not to say there isn\u2019t scope for B2C brands too.<\/p>\r\n\r\n\r\n\r\n Consider your audience and use the right tone of voice\r\nto connect with people who are using this platform with their business hats on.\r\nTell stories from your company, give people a behind the scenes look, share\r\nindustry insights, and keep people up to date with business news that will\r\nshowcase your expertise and hopefully heighten the authority of your brand.<\/p>\r\n\r\n\r\n\r\n LinkedIn\u2019s advertising platform is expensive, but it\u2019s\r\na great way to engage with businesses that you might otherwise be unable to\r\nreach. Consider your CTAs and what you want from the platform before taking the\r\nplunge.<\/p>\r\n\r\n\r\n\r\n Digital marketing with LinkedIn is all about making\r\nconnections, so make sure your page and everything you post is clear on your\r\nbrand, including imagery and links to increase conversions.<\/p>\r\n\r\n\r\n\r\n