Are you freaking out because your business isn’t all over social media? Depending on what you have to offer, you may actually be able to let yourself off the hook. For businesses which have a very visual product and are constantly updating what they have to offer, social media can be very effective. However, it is not a one-size-fits-all solution.
If you’re sitting on the fence when it comes to promoting your business on social media in 2018, ask yourself the following questions:
Will I make regular, well thought out posts?
If you have a DIY social media strategy which involves posting random updates on the odd occasion it occurs to you to do so, you’re not doing anyone any favours. They won’t be effective in drawing business your way and they are not even likely to be noticed by many people.
Either commit to a strategy and stick to it, hire someone to take care of social media for you or give yourself a break from feeling guilty because you haven’t posted in two months.
Do I have a substantial social media budget?
Social media can provide incredible return on investment but in many cases, you have to pay to play. In 2018, this rings true more than ever, especially as Facebook has now restricted the organic exposure of business posts in news feeds.
The amount you should spend on social media differs depending on your business and what you have to offer. For a beginner, it often takes some experimenting to find the sweet spot, which is why it makes sense to work with someone experienced who has already tried and tested different strategies.
How many followers do I have?
Facebook CEO Mark Zuckerberg announced in January 2018 that the platform’s feeds will prioritise posts which encourage “meaningful interactions”. This means likes, shares and comments.
If your following on Facebook or Instagram is diminutive to begin with, your posts will only be seen by a handful of people. Even fewer will engage with it, meaning social media algorithms will identify it as yawn-inducing and bury it out of sight.
It is possible to have few followers but to expose your brand to thousands of potential customers based on their interests. However, this requires budget and great content.
Do I have a clear strategy and goals for my social media?
Is your business only on social media because you think you should be? Stop. Now.
As with every marketing strategy, you need to begin with a goal and a plan. Perhaps you want a simple way for your customers to reach you. Perhaps you need more traffic to your website. It may be that you simply want to raise local brand recognition and awareness.
Am I getting results from social media?
Social media results, like anything, must be tracked and measured. If you’re not getting new business or better conversions, rethink your strategy or redirect the funds elsewhere.
Social media has incredible potential to be effective. For many businesses, it is the only marketing strategy they use. However, if you can’t commit to posting regularly, to engaging with your customers, or to creating content which informs and delights your audience, you need to assess whether or not it is right for you.
Instead of bashing your head against the social media brick wall, there are a wealth of other strategies you can try. Google AdWords, Email Marketing, Remarketing, physical brochures and even good old-fashioned ads in the paper may be a better tactic for improving your business
Tim Hyde, CEO, Win More Clients