For a lot of small businesses, the number of platforms and depth of requirements for engagement of social media platforms can be daunting. Posting daily on Instagram, Twitter, Facebook, and other social networks along with running your business seems like such a chore!
The good news is that you’re probably doing a lot more work than you need to be doing, and your brand surely doesn’t need to be on all social media networks equally.
First off, why is social media important to my business?
Like I’ve touched on in previous posts, social media is an important part of any business’s marketing strategy. Your ideal clients are already on social media, and it gives your business more legitimacy.
Social media is also free for you to use, unless you start using targeted ads. Think about that for a second; instead of spending money on Google ads and different web campaigns, you could be connecting with the people who want your products/services FOR FREE!
What social media platforms should my business be on?
Now, this answer will change based on who your ideal client is, but here are the basics.
Having a business page for your business on Facebook not only lets clients “like” your page to receive updates, but it also allows them to connect with you instantly via Facebook Messenger. Your clients are probably already using Facebook Messenger to connect with people, both on desktop and mobile, so it only makes sense that they can chat with your business on Messenger as well.
Not only that, but your content on Facebook is easily sharable with hundreds of people. Think how many people you have as friends on Facebook, maybe a few hundred? Now think of how many people your business’s post could reach if just 5 people shared it. Thousands.
Finally, Facebook makes it easy for your ideal clients to talk about your business to other people by tagging your biz in their posts. Add a couple pictures of how nice you did their hair at your studio, how awesome their gourmet cupcake looked this afternoon, or how much they loved the client experience you gave, and you’ve got people making content for you! Without you having to do anything!
Twitter is less popular now than it was a few years ago, I find, but it’s still an important platform for your business to at least have an account on. For the people who use Twitter religiously, having a Twitter account for your business allows them to easily ask you questions, engage in conversation, and post updates regarding your business. Just like Facebook, it’s super easy to share something with their network and tag your business, so it makes sense to have an account here.
While the lifespan of a Tweet is ridiculously short (only about 15 minutes), it may be beneficial for your business to be active on Twitter constantly. I, however, think that Twitter can get to a point where it’s overwhelmingly busy, so only a Tweet now and again to show that your business isn’t completely off the platform is enough.
Pro-tip: have your Instagram posts automatically push to your Twitter feed to keep your followers on Twitter up to date without dedicating your entire life to the platform!
Instagram is a booming platform. With the introduction of links in Stories, branded content, and the sheer number of people on the platform, I believe that Instagram is one of the best places for your brand to be.
Having access to business insights in Instagram is free, and only involves connecting your account to your business’s Facebook page. (See? I told you it would come in handy!)
With Instagram’s algorithm update, posts are no longer sorted chronologically, meaning that your business’s posts could stay at the top of someone’s feed even if you haven’t posted in a few days.
What I love about Instagram is that it allows your business to post both informal and formal content concurrently. Use your Stories to take your followers on a tour of your office, update them on your latest blog post, or give “behind the scenes” details that they wouldn’t get normally. Save your feed for curated and polished content that follows a theme to make your Instagram follow-worthy.
Don’t forget as well that Instagram has direct messaging options too, allowing people to connect directly to your business for clarification, more details, or even just to say hi.
If your business has employees and a physical location, having a business page on LinkedIn might be beneficial, especially if your clients are in the professional world.
Instead of posting “behind the scenes” content on LinkedIn, your business could best be served by highlighting your accomplishments, latest case studies, and attendance at events.
Post on LinkedIn about as often as you would post on Facebook, if that. Content on LinkedIn can stay on people’s feeds for weeks, if not a couple months, so your posts will get more traction if there are less of them rather than bombarding your followers with multiple updates a day.
Pinterest is like a visual search engine for everything from crafting, to fashion, to food, and even to business. Pinterest is also your blog’s best friend.
Curate boards that combine beautiful images with your relevant blog posts. You don’t want your business’s Pinterest boards to be completely about you, but rather a collection of images and articles that work together to convey a cohesive theme. Sound complicated? Let’s have an example.
Say you’re a cupcake shop that offers seasonal flavours and creative holiday cupcakes. Your Pinterest boards could be for the different “use cases” for your cupcakes, like Christmas parties, Easter celebrations, weddings, and baby showers. Each board could have articles and images about how to throw the perfect baby shower, for example, along with images of baby showers. Don’t forget some interspersed images of your baby-themed cupcakes with links to your website on how to purchase them! When people search for “baby shower cupcakes”, they’ll see your posts and images and share them to their own boards. These pins then become searchable as well, and your reach grows.
While it’s important to keep your business’s Pinterest boards up to date, this is something that you don’t need to necessarily be updating every single day.
Any Niche Social Media Platforms
Back when I was in high school, one of my super nerdy hobbies was knitting. It still is, I just don’t have as much time for it anymore. Getting to the point, there’s a social media network just for knitters & crocheters called Ravelry. Betcha didn’t know about that one, eh? Knitters share patterns, keep track of their yarn stash, and comment on each other’s projects on this platform. If you’re a brand that sells yarn, creates knitting supplies, or has a TV show with spectacular knitwear, it would make sense for you to be on this platform!
There’s a very good chance your business’s industry (or a related one) has platforms just like this, whether they be full-fledged websites or just groups on a general social media network, like Facebook Groups. It’s very much worth it to do some research on your own and see what sites are popular in your industry, and learn how to be active on them.
This is all kind of overwhelming. I don’t even know where to start!
I know how you feel! If you were to start anywhere, it would be Facebook and Instagram. From there, see what content and posts are popular with your target audience, and work on building these accounts.
Need some tailored advice?
Social media is very individualized for every business, and thinking about your business’s needs without knowing what’s out there can be exhausting.
Let me help you with the details. With my Social Media Strategy package, I’ll look at where your business is now and help you devise an actionable plan on how your business can leverage social media without being overwhelming.
Learn more about my Social Media Strategy package or start working with me to up-level your social media by clicking the button below!