Is your business connected? Learn how to utilize social media platforms for more than just your personal life.
Building a Business Profile
While social media platforms may have started to connect individuals with one another, they have evolved to have an enormous amount of utility for businesses as well. An active business profile on sites such as Facebook, Twitter, LinkedIn, and Instagram and can help search engines find your website. They also help people engage with your business in yet another way. Most social media platforms will have a way to create an official business page. A business profile will have the added utility of being able to see your profiles’ analytics. You can have visibility to how many people have viewed your page, clicked on the links you have shared, and liked or commented.
Content and Platform Management
While just having an account on these sites will help your business, supplying meaningful content to these platforms will boost your business’ online presence above your competitors. The type of content will vary based on the size and personality of your business. Articulate what is important to your business through your content. This could be photos of employees of the month, blog posts about your business’ history, or a celebration of reaching business goals. Stay current with holidays and current events for even more meaningful content. Another strategy is to tailor content to platforms. Different platforms cater to different types of content. For example, YouTube is exclusively for videos while Instagram can support both short videos and photos. Thus it’s important to understand a platform’s capabilities as well as its audience. Instagram caters to a younger audience while LinkedIn attracts older, professionally-minded individuals.
While there are many platforms that can benefit your business, it may not be a net benefit to have a less-than-effective profile on every platform. Even more detrimental is to be inconsistent with posting. Decide which platforms would be most effective for your business based on the amount of effort you wish to put in and the types of content that you can product. Must-haves include a Google business listing, claiming your business on Yelp, and a Facebook business profile. As you expand beyond the basic platforms, you may need to utilize a content/platform management service such as Hootsuite, Sprout, or Buffer. These can help with consistency by allowing you to schedule posts ahead of time. You or your employees can create content when there’s time and schedule them to post at frequent intervals. While these services add cost, they can potentially allow your current marketing team to keep up with social media marketing without hiring another employee.
Most platforms that have an option for a business profile also have a function to capture information and produce reports on how users are viewing and interacting with your content. This reporting can range from raw data, to analytics, to insights about how many users are looking at your posts and how they are viewing them. Any social media management software you might use will be able to produce even more sophisticated reporting. You can use these reports to alter your posts. Certain times of day and certain types of posts may be more successful. Every audience and customer base will have different demands. Listen to what your customers are saying and you can learn what it is they need and how you can serve them better.