Choosing the social media channels that will work best for your business is a tough choice. For the largest of businesses, the choice is actually easier than it is for smaller, entrepreneurial enterprises. The big boys have only once choice – participate in everything! But for those of us with more limited resources, it can be a bit more complicated; and confusing.
Choice number one is a “no-brainer”, but let’s get it out of the way right now. Every business, of every type, and of every size, needs to have some social media presence today. I’ve provided several reasons in other posts, and the research is pretty conclusive elsewhere too. In a nutshell though, choosing to opt out of social media is like walking away from a poker game with your money still on the table. Why would you even consider it?
But what channel(s) will provide you and your business with the best return on your investment of precious time and money. In a previous post I covered many of the nuts-and-bolts basics. Here’s a summary:
The answer to this question depends a lot on the nature of your business. I’ll provide a few suggestions.
- Retail Business (B2C) The key to choosing the right platforms is in selecting the channels on which your clients are most likely to be found. For a typical B2C (business to consumer) retail store that should start with Facebook, and probably include Instagram too.
- Professional Practice (B2C) For professionals that serve consumers a Facebook business page is also the best place to start. Since virtually all your customers are on Facebook, it makes sense for your consumer focused professional presence to be there too. [Also] all professionals, whether B2C or B2B (business to business) should also have an up to date LinkedIn page.
- Professional Practice (B2B) B2B professionals need to be on LinkedIn, and more than that – to actually use LinkedIn. It’s also a good idea, even for a self-employed professional to have a blog—either on their existing website, or as a stand alone, that links to and from the website.
- Other Business to Business B2B businesses should concentrate their online marketing efforts where their business clients are most likely to be found online during business hours. And that’s going to be on the Web (as they search for products, services, and solutions to problems) and on Twitter, where many business people have their own Twitter feeds open on their desktops all day. Web-based social media marketing basically means blogging.
The take-away about social media channels is this:
- Your business should concentrate its social media presence in the channels that are most relevant to your customers and clients.
- Your business should further concentrate its resources to producing the kind of content that your stakeholders are most likely to respond to.
What kind of content do people respond most strongly to? The basic answer to this is surprisingly simple, the richer the media, the stronger the response. So, the biggest impact will be from video and audio—and that generally means YouTube, Facebook, and Podcasts. This is great if you happen to be naturally inclined to presenting in front of a camera, or speaking into a microphone. It that’s the case, your all set! Get in front of your camera (always look professional), record your video, and post it on your Facebook Business Page, your YouTube channel, and wherever else your customers will see it.
Unfortunately, not everybody is blessed with stage presence and a radio voice. For medium sized businesses that doesn’t have to be a barrier. You can hire professionals to produce your videos, and even use actors to “star” in them. For smaller businesses and solopreneurs, the challenge of using video might be insurmountable. That’s OK! Your customers are still online, and there are numerous ways to reach them.
In Why Inbound Must Change, Meghan Keaney Anderson talks about some of the many ways available to reach people on social media. Her overall message of the article is a bit intimidating for smaller businesses, but that’s why I wrote the article you are reading right now. Rather than being intimidated into inaction, just review the options, and choose ONLY the channels that you think will work best for you and your business.
As entrepreneurs, we all eventually learn that we can’t do it all. But we also learn that, by concentrating our efforts where they are most likely to yield results, success is always within reach. Go forth and get social.