Social media can get overwhelming, especially when you use it for business. Still, if your business has any sort of online presence, you don’t want to ignore social media altogether. These days, virtually everyone owns a smartphone, and most people use these devices to connect to various social platforms. As a business owner, you can use social platforms to meet your clients where they are. So, how do you get started? Here’s what you need to know.
Consider a Social Media Manager or an SEO Service
First, decide if your team has room for a social media manager. Running a social business account takes time and strategy, so why not hire someone who knows how to leverage social platforms? If you don’t have the time or patience to keep up with Facebook or Twitter, there’s nothing wrong with handing the reins over to someone who does.
You can also hire a full-service SEO team. These teams can handle everything from blogging to website creation, and many of them will take care of your social media, too.
Now, if you don’t have the space or budget for a social media manager, don’t worry. You can still use these platforms to boost your business.
Choose Your Social Media Platforms
If you’re handling your own social media, the first thing you’ll need to do is choose your platforms. This step can get overwhelming because you have so many to choose from. So, which platforms will work best for your company?
First, ask yourself which platforms you’re more likely to use consistently. If you can’t bring yourself to use TikTok and Snapchat, then stick with Twitter and Facebook instead. Consistency is the key to a good social media campaign, so don’t start an account that you’ll never use.
Next, decide which platforms fit your brand’s content the best. Do you produce a lot of visual content? In that case, Instagram and Pinterest can make great choices. For word-based content, Facebook and Twitter can help you engage with your clients. If your company does a lot of B2B transactions, then LinkedIn may be your best bet.
Finally, figure out which social media platforms appeal to your average client. The simplest way to do this is to ask yourself how old your clients are. Baby Boomers, for example, may stick to Facebook, while younger clients will spend more time on TikTok and Instagram.
As you make your choices, remember that you don’t have to use every platform at once. In fact, some companies perform very well with just one or two platforms.
Establish Your Brand Voice
Once you choose your platforms and create your accounts, try to establish a consistent voice. If you use more than one platform, keep that voice consistent across all platforms.
While social media is a great way for brands to interact with their clients, people don’t log on to social media specifically to interact with brands. People use these platforms to interact with friends and engage their own audiences. That’s why it’s so important for you to develop a consistent, authentic voice when you use social media for your business. Without that consistent voice, your tweets and posts can feel fake and forced, and people won’t interact with them.
Take Advantage of Social Media Advertising
Once you get the hang of social media, you might consider advertising within your platforms. Social platform advertising works a lot like search engine advertising. Your ads will look a lot like regular tweets and posts. However, you can pay Facebook, Twitter, and other social sites to boost your content and put it in front of a bigger audience. You can even choose the age groups and location demographics for your advertisement audience.
However, make sure that you establish your brand’s voice before you start using advertisements. Again, authenticity matters, and you can hurt your authenticity by communicating only with ads. Sprinkle a few well-placed ads throughout your regular content, and you’ll find the right balance.
Establish Links to Your Website
In both your regular posts and your advertisements, include some links back to your website. For businesses, one of the biggest benefits of social media is the SEO potential. Social media gives you a source for external links, and when people use these links to click on your website, your site gains authority in the eyes of the search engines. As a result, you’ll get rewarded with higher rankings.
Don’t Forget Website SEO
Speaking of website SEO, don’t forget to include SEO in your strategy. Some business owners view their social media efforts and their website efforts as two entirely separate things. However, it’s better to view these efforts as two sides of the same coin.
Your social content can drive a lot of traffic to your website, but that’s just the first step to a good SEO strategy. Your website should also provide a good experience once people get there. For example, are your visuals simple, engaging, and easy to follow? More importantly, how is your site’s speed and reliability?
These things matter because they can make or break your entire SEO strategy. Let’s say that someone clicks on your website because you posted a link on social media. If your website is fast, reliable, and visually pleasing, then that person will stay on your site for a while. Hopefully, they’ll also make some return visits. When that happens, the search engines will notice, and your site may get higher rankings.
On the other hand, if your site is unreliable and doesn’t provide a good experience, then the search engines will notice that, too. They’ll assume that people are leaving your site for a reason, and you’ll see lower rankings as a result.
Have Patience and Stay Consistent
Finally, stay consistent with your social media platforms. Try to post something at least once a day, if not more. Your social media accounts may take some time. You may even get frustrated with it every once in a while. However, if you stay patient and consistent, the payoff will be worth the effort.
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