Social media can be an incredibly powerful way to market your business. The benefits of real time communication, mass audiences, and the advantage of having a presence literally in the palm of customers’ hands are hard to overlook. But if you’ve spent any time planning a social media strategy, or more significantly, implementing one, you know just how time consuming social media marketing can be. Even with the use of social media management software like Hootsuite or Sprout Social (on-line platforms that make it possible to preprogram social posts in advance) the time it takes to schedule your posts and create content really adds up.
We all know time is money when it comes to business, so how do you control the costs associated with social media marketing? If you’re a small business or a startup, chances are you won’t have the time to invest in a broad social campaign, and if you’re in a position to hire a social media manager, you’ll still have a budget to adhere to. Over and above the time cost of social media marketing, blasting out content over every available platform isn’t the most effective way to get your message across. Just like every other form of marketing, your social media posts should be carefully targeted. Certain platforms attract certain users, so it’s worthwhile to do a little backend research on which social media platforms are the best choice for you. Doing so can save you hours in payroll costs and make your efforts much more effective in terms of ROI.
Let’s breakdown the basics on the most popular social platforms for marketing:
Men and women between the ages of 25 and 54 make up the bulk of regular Facebook users – about 32% are women, and about 20% of that group are men. If your target market is younger than 25, Facebook probably isn’t the platform for your business (only 9% of Facebook users fall between the ages of 18 and 24.) If your target market is older though, you should consider making Facebook a major component of your social marketing. Statistics show that 44% of Facebook users check the platform multiple times a day.
If you’re a B2B marketer, you can’t afford to not to have a LinkedIn presence. According to LinkedIn stats, 80% of B2B leads come from LinkedIn and 94% of B2B marketers use LinkedIn to distribute content. LinkedIn users are folks who are looking to solve a professional problem, and the place to find expert help is on this platform. An effective LinkedIn strategy will give your company incredible exposure and great credibility too. What’s more – LinkedIn’s advanced audience targeting capabilities ensure your posts are highly likely to convert to solid leads.
With 500 million users – 59% of whom use the app every day, Instagram has incredible reach. That being said, this highly popular platform has its downsides for marketing purposes. Instagram uses an algorithm that prevents posts from being seen chronologically, which means you can’t be sure how many of your followers will actually see your post while they’re scrolling through. On top of that particular inconvenience, Instagram doesn’t allow for clickable links on any posts. This platform tends to be great for brand building (lots of pretty pictures and streaming video) but not so fantastic for generating sales.
Surprised this made the cut? If the answer is yes, chances are you’re older than 24. This particular social platform is alive and well among younger millennials, with more than 100 million users consuming a minimum of 30 minutes of content every day. Live video, behind the scenes footage, interviews with influential people and tons of unique content keep traffic on this app steady, which makes it a great tool for free marketing to young customers.
If your product has anything to do with fashion, food, home décor or art, Pinterest should be a go-to for your social media marketing strategy – particularly if your target customers are women. The age demographic among women on Pinterest is wide; 35% of users are between 18 – 29, and 28% are between 30 – 49. What’s even more impressive is that 42% of all women who use social media are Pinterest users. And with the Pinterest buy button, sales are just a click away.
The landscape of social media is constantly changing, with new users and different apps being developed every day. Staying on top of what social platforms are best for your business is time consuming in and of itself – which is why it’s always a good idea to get the advice of experts. We at William Joseph do the backend research for you and will help steer the course of your social media marketing going forward. Nailing down where your business fits on the social media spectrum will give your marketing efforts on social a much better result.