If your business doesn’t use social media, your company is missing out on an opportunity to market to a large percentage of your customers. A whopping 73% of Americans use social media. Not marketing on social media in 2015 is akin to ignoring television advertising in the 1970s. With an average 6% growth every year, social media use is steadily increasing and will likely be even more important in the years to come.
When it comes to social media, it’s important to focus on quality, not quantity.
It’s not enough to have a large number of followers on Twitter and likes on Facebook for your company profiles. Be sure to measure social media ROI, or return of investment. Which social media accounts are producing the most qualified leads, and, ultimately, customers for your business?
Focus all of your energies on promoting the social media account that results in the most efficient social media marketing ROI.
Perhaps your company has thousands of follows on Twitter and only a hundred or so on LinkedIn. Yet your sales and marketing teams have calculated that a much higher percentage of LinkedIn followers are becoming frequent customers than those who follow your company on Facebook. Despite the fact that Facebook seems to be a better outlet to promote, the stats don’t lie. LinkedIn’s smaller numbers are nevertheless driving more growth to your business.
Don’t try to juggle multiple social media accounts.
It is important to have multiple business listings, don’t get me wrong. If you have a brick and mortar store, it’s important to list your address and phone number in as many places as possible: Yelp, Four Square, Google+/Google Business Listings, the list goes on. But if you try to juggle too many social media accounts at once, your efforts will not result in the increased ROI you so desperately need.
Find out where your prospective customers are hanging out online and build up a social media presence there.
Perhaps a large portion of your customers are on LinkedIn. Maybe they are overwhelmingly on Pinterest. For another group of clientele, perhaps Twitter is their main hangout. Do the research and find out where your potential customers are most likely to be, and then build a social media presence in that space. Whether this means zeroing in on one social media or several, be sure to concentrate on getting quality leads from your social media activities.
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