Running social media for a small business is a challenge. Each social channel has a distinct user base and while there is plenty of crossover, you want to fish where the fish are, so to speak. In order to get the most out of your social media efforts, you want to use each channel for a its own specific purpose.
Not sure what content to post where? Here are some tips:
1. LinkedIn is a strong B2B platform for lead generation and nurturing. LI’s Sales Navigator gives much deeper visibility into the member database and is a good tool, if a bit expensive for a small business.
2.Twitter is a channel that can be used in both the B2B and consumer space. By combining company tweets with a strong employee advocacy strategy, you can get a tremendous brand awareness lift. Over time, this awareness translates to leads and revenue.
Twitter does offer paid placement, which can be utilized on occasion, but the ROI is not significantly different than organic. Twitter chat is also a useful tool when properly planned in advance.
3. Facebook is definitely more of a B2C channel and has the largest user base of any of the social networks. The audience is also much more price driven than other channels. With the various limitation that result from the filtered feed and other content algorithms, organic reach is quite restricted and paid advertising is a necessity.
Boosting posts and using displays are a good way to drive traffic to a landing page or website. Note:Don’t throw to throw money into Facebook advertising without doing some split testing. Save the big spend for targeting after you know what copy and creative result in the best traffic generation, CTR, and conversion.
An often underutilized aspect of Facebook is Facebook Live. In order to run an effective Facebook live campaign you must plan in advance and create awareness first, as it isn’t a spur of the moment type of thing.
4. Instagram: I use Instagram as a user content platform. Clients are always looking for testimonials. It’s hard to beat a constant flow of images with “real” people using the product or service. The best part? It’s free. You aren’t paying to produce the content in this case. Occasionally, I will mix some professional creative content into the mix for promotional purposes, however, I am careful to make sure that it blends well as supports the images uploaded by the product users.
5. Pinterest is similar in nature but the content is produced and not supplied by the consumer. While you might get away with lower quality images on Instagram, not so here. You want to make sure the images you add to Pinterest are visually appealing and creative- this doesn’t mean you have to hire a professional, but you do want to take time when creating the visuals you use here. Pinterest is a great way to:
- Showcase your products
- Develop and share your brand
- Generate awareness
Pinterest has both organic and paid components. In many cases, the cost of the creative design is what limits small companies from using Pinterest more often. Beyond these big channels, others can enter into marketing strategies. Alignable and other channels more specific to small business referrals are great tools when more local strategies come into play.
With clients from small business to Fortune 500s, I typically find that they want to be everywhere. That is neither effective nor inexpensive. Be selective and purposeful. The results are much better. Again, fish where the fish are!