Online marketing is important, we know that you know! But how about being active on Social Media as a business? And which channel should you choose? Most businesses can benefit from being on social media as in 2018, Sensis reported, that 79% of the Australian population have Social Media accounts and 35% check their accounts at least 3x a day. But the report also noted, that in comparison only 47% of Australian small and medium-sized businesses have a Social Media presence. It might be time to change that.
The main goal of your Social Media presence should be to connect with your customers, share valuable information, get real-time feedback – in short, to tell your story. Active Social Media accounts create trust through real feedback and authenticity. No one is you and that is your major advantage!
Which platform is your target group on?
Of course, you don’t want to silently post your content without receiving any reactions to it! You want to engage with your target group, reach potential customers and share news with your industry, right? With that in mind, do your research first and find out which social media channels your target audience uses. Facebook remains the most popular one according to Sensai with 94% of Australian Social Media users on the platform, Instagram is second with 46 %.
It might also help to see which channels key competitors are using as they most likely address the same audience. And in the very rare case, that your target audience is not using social media (let’s say your target audience is 70+ years old) than don’t waste time and resources on Social Media. There might be better ways to reach them and you can share your insights privately with other professionals in your field.
What to post?
Defining a proper content strategy is key to your Social Media presence. If you are using multiple channels, you might want to link them together to make sure you tell a cohesive story through all channels. Firstly, you should determine what to post about and how often you’ve got time and resources for it. Who is going to be responsible for writing and scheduling the posts? If you are a small business, you might not have a designated marketing manager in your team, but that’s okay. You should find a good balance between what you (as a business person, not necessarily as a private person) care about and what your customers want to see. Is your content going to be more educational, are you sharing DIYs, explanations or product pictures?
If you are struggling to come up with content, an agency can help you develop a successful content plan.
What are the benefits of Social Media?
There are multiple benefits that are very unique to your business and business model. However, I wanted to list a few to explain why it’s really worth putting the time and effort in.
- You can share your passion and tell your story.
- It helps with building a relationship with your customers, providing a platform for meaningful interactions.
- It establishes trust through reviews.
- You can advertise on Social Media.
- You can share news and gather feedback.