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Using social media sites for business purposes is a great way to build brand awareness and drive traffic to your site. Engaging with your audience members on social media can result in visitors who might turn into loyal customers, readers, or clients.
At the same time, connecting with influencers in your niche allows you to form relationships that can open doors for guest-post opportunities, joint webinars, giveaways, and cross-promotions that lead to even more sales.
But, incorporating social media into your marketing strategy can also be overwhelming, considering how many platforms are out there. The good news is that even if you aren’t active on every social media site, you can still see great results.
Before changing your entire social media strategy, it pays to evaluate your current efforts. Here are a few things to consider as you perform a social media audit:
Are your followers in line with your ideal customer profile?
How often do they engage with your posts?
Do they initiate or participate in conversations?
How long does it take you to create social media content on a daily and weekly basis?
Which platform do you enjoy using the most?
Now that you have an idea of where your business is getting noticed, it’s time to determine how your audience uses social media. Of your active networks, where is your audience most likely to spend their time?
For example, if you’re targeting a young and tech-savvy demographic, it might be worthwhile to focus on Twitter (especially if your tweets are replied to and retweeted). If you’re targeting business owners, then perhaps LinkedIn might be a more appropriate place to market your brand. Pew Research Center offers some social media statistics to get you brainstorming.
Another important factor to consider is the quality of the engagement received on each of the social media platforms you’re active on.
Unfortunately, not all engagement is good engagement. Comments such as “Great post!” or a simple “like” are not the types of valuable interactions you’re looking for. You want followers to answer your questions, initiate conversations, and come back to visit your site again and again. In other words, you want fans and followers to genuinely engage with your posts.
Choose one or two social media platforms where you can envision the biggest return on your investment. Keep in mind that the number of followers should not be a deciding factor in this decision; ideally, you’ll want to find an overlap between these three factors:
Your target audience is currently active there.
There’s a decent and genuine engagement rate.
It consistently directs traffic to your site.
Every social media platform has its rules, idiosyncrasies, and culture, so it’s important to choose a platform that aligns with your business goals and where your efforts will be most effective.
With the tips in this article, you won’t necessarily be choosing the best social media sites for business, but you will be choosing the right ones for your particular venture and audience.
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