04 Jan Social Media Marketing in 2017: Don’t start on Facebook
Facebook as the number one social platform, is the most obvious place to start for company’s wanting to include social media in their marketing or customer service strategy. If you have very limited dollars to spend on promoting your content, then I suggest you start elsewhere! Where else, well that depends on your exact target audience and business.
According to research, 70% of marketers use Facebook to interact with customers online. With the number of people and companies on Facebook and many with long track records, coming into the mix now will require money. Most experts agree that building an audience based only on organic content is nearly impossible in the current Facebook market. Though Facebook ads are pennies on the dollar compared to other advertising vehicles such as television, radio or outdoor they still cost. If you don’t have the money to spend, then you simply do not have the money.
Where do you start?
There seem to be an endless supply of social media platforms online to reach potential customers. The top performers under Facebook include Instagram, LinkedIn, YouTube and Twitter. There are several others such as Reddit, Medium, Snapchat, etc. that are less main stream as of 2016. These other social media platforms lend themselves to those businesses that are not yet able to fund paid social advertising.
I would recommend creating a picture of your audience, and then matching it up to the user demographics of other platforms. Also, consider the type of content you want to create. Medium is a great platform where long form content in native. Whereas, Pinterest revolves around creating strong graphics. Once you’ve decided where you need to be then spend time crafting content that performs well.
One great advantage to these lesser platforms is that if content does not perform well, you can just keep trying to create better content. Audiences will respond to the good, and are even more likely to offer feedback than on Facebook. Facebook is simply seen differently by users than it was even 2 years prior. When the times comes that you can put money behind your content and you’re ready to break into Facebook, that’s when you can use the good stuff. Use the content that worked well on the other platforms and use it on Facebook. You may need to make a few adjustments to follow any guidelines such as size, but you will get higher returns on your advertisements when you have organically tested out your content already.
Even as your company grows, maintain all your social accounts. It will not only give your company a strong online presence, but will let you interact with a dynamic cross section of consumers. This is especially true for those of you in niche markets. You can always integrate Facebook later but be sure to share your top performing content on it.
What are some of your favorite social media platforms?
*If you would like, you could snag your name for Facebook now simply to combat any future issues with gaining it.