As a business owner, you have probably realized that nowadays it is important to have a presence on social media. But do you need to be on all of them? Which one is “your social media”?
One of the main causes of a failed social media strategy is being present on the wrong platforms. This is understandable, because everything is constantly changing. What is trending today may not be tomorrow.
Creating cohesive social media accounts for businesses, with real-time growth and access, takes time and dedication. In addition, it doesn’t fit in with all the other tasks an entrepreneur has on their plate. So, these entrepreneurs sometimes can’t answer one question. Which social media platform should my business be on to improve my digital footprint?
Is my company B2C, B2B, or both?
Facebook is the network that everyone knows. But should your company be on this network if you want to sell? Knowing how to answer this question is important. Unfortunately, we have not yet reached the point where users access social networks to make purchases.
There are exceptions, such as searching for local products on Facebook Marketplace. However, as a general rule, users do not consult feeds to buy anything.
Is your product an impulse buy? If not, your posts or ads may be reaching the wrong target audience. The best social media strategies involve gathering leads and generating interest in your business. This applies to Mark Zuckerberg’s largest social network, Facebook. It also applies to other social networks with less exposure, which still contribute to an appropriate digital marketing strategy.
Who is my target audience?
Here we will need to do some testing with paid advertising. The aim is to find out what type of audience follows us and could be a potential buyer/customer. Then we can collect data such as location, age, gender, and interests. With this information, we will have a better understanding of the audience we want to reach.
What is my overall goal?
A while ago, I spent an afternoon with my nephew, who loves soccer. I spent almost an hour chasing balls and preventing him from breaking some windows. Then I made a deal with him. I would continue playing with him until he scored three goals.
As soon as he scored the goals, I told him the game was over and we were going inside. He promptly stamped his foot and said, “But those weren’t the three goals,” pointing to the goal, “those are the three goals,” pointing to the bushes.
As childish as it may seem, this is sometimes how entrepreneurs or marketing managers set goals. “We want to reach our target” without really disclosing or knowing what the real target is for their company. So their chances of getting results will match mine in the soccer game with my nephew. In other words, disappointing at best.
One important thing to remember is that social media is for “seeing.” In other words, people go there to see things and not necessarily to do something. This makes direct sales through these platforms difficult. However, social media has other potential for engagement.
This is what companies need to focus on. Once you find the answers to these three questions, you can be sure of one thing. It will be relatively easy to reduce your presence to two or three solid social networks. That way, you can achieve the desired results.
Some information about social media in Portugal that can help you discover “your social network”
Facebook Users
Users in May 2020 – 7,118,000
69.8% of the population
Mostly women – 51.8%
1,630,000 between the ages of 25 and 34
Instagram Users
Users in May 2020 – 4,218,000
41.3% of the population
Mostly women – 54.6%
1,220,000 between the ages of 25 and 34
LinkedIn Users
Users in May 2020 – 3,451,000
33.8% of the population
2,100,000 between the ages of 25 and 34
Twitter Users
Users in May 2020 – 1,270,000
Most under the age of 24
39.5% women
60.6% men
Understanding which social media platform is right for your company will save you time. In addition, it will help you achieve and grow your goals with this marketing strategy. Defining a social channel means being social. Posting, responding, and monitoring are crucial to getting to know your audience. They also highlight social media as one of the main resources in a marketing strategy.
At EDC, we have a specialized social media management team. It is ready to define the best strategy for your business and streamline your social media presence.
