With the rise of mobile devices, a social media profile has become a must rather than a necessity. Consumers are actively engaging in discussions around major social spaces like Facebook and Instagram. Businesses who want to catch the wave and connect with their audience should keep up. Otherwise, they risk losing their market share.
Indeed, social media provides increased exposure to products and services. However, to outperform their competitors and win this battle, a company should create a social media strategy. Here, you will learn about three basic things to consider while working out your action plan.
Choose the Right Channel
Although it may seem that content is the main thing when it comes to setting up social media for business, choosing the right channel should become your main priority in the beginning. The decision shouldn’t be based on the popularity of the channel. Your target audience makes a difference.
Here is why: suppose you target business executives in the IT industry but decide to promote your TikTok business profile. The conversions are likely to be minimal, if any at all. Of course, there is a chance that they scroll around TikTok in the evening; however, you will definitely be more successful by reaching them via LinkedIn.
But why? Well, LinkedIn is primarily focusing on establishing B2B connections. Marketers use it almost as much as Facebook in the B2B sector. Facebook is a sure option for everyone since it tops the ranks in B2C as well. The next one in line is Instagram, which is known as a social channel that drives the second-highest ROI among marketers.
Summing up, the first step is to choose the right channel that corresponds to your business goals. If you are looking for an unbeatable option, choose the king with numerous free tools for marketing – Facebook. All in all, the HubSpot survey claims that the top 3 social media channels among marketers are Facebook, Instagram, and Twitter.
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Fill Your Business Profile Abundantly
The next step is to give your business profile a professional look. You need to set up:
- Logo or Profile Photo. Its dimensions differ from platform to platform. For instance, it will be a 170 x 170 px square on Facebook, but a 160 x 160 px circle on Instagram. You should consider this to curate professional, aesthetic vibes. It’s reasonable to use free logo makers like Hatchful or Ucraft Logo Maker.
- Cover Photo – It’s required on Facebook, LinkedIn, and Twitter. It must match with the profile image and, ideally, transmit the company’s values. There are also numerous free tools: for example, from Canva or Adobe.
- Business information – Each profile offers a description section, where you should specify what you do, where and when to find you, and other important business-related data. This is a summary that will help a customer understand who you are and how to receive your product.
- Contacts – Facebook and Instagram let you set up features like your location, e-mail, and phone number. You should provide valid data so that consumers can reach you.
- Verification – You can verify your account on Instagram, Twitter, and Facebook. Such a simple step can significantly boost your reputation, reliability, and brand image in the eyes of consumers.
The main rule is to present as much data as possible and remain consistent. This will contribute to a professional impression of your business account.
Think Through the Content
Last but not least, you must consider your social media content. It may not play a major role in the first impression, but it determines the conversion rate and users’ loyalty. The rule to focus on the target audience can’t be more relevant. According to the HubSpot survey, typically, marketers create content for three different audience segments.
However, there are some working principles that are applicable to any marketing strategy today:
- Success stories are a great way to boast of your expertise and professionalism. Storytelling is booming at the moment; therefore, many users are likely to read such posts.
- Key personnel experience is an alternative for success stories as it aims for the same goal. It’s widely-adopted by new companies and startups.
- Educational content brings valuable insights that consumers may implement in real life. Moreover, it’s an ideal way to natively promote your product. However, don’t go full salesperson — be authentic and honest.
Besides this, we can’t help but mention different types of content. The two most popular ones in social media are text and visual content. The latter is on the rise these days and isn’t going anywhere in the near future.
Visual Content Is a Backbone of Your Social Media Profile
People pay more attention to posts that include photos or videos. Video formatting, in particular, has become the leader in this race: marketers widely turn to it, even more than blogs and infographics. This is hardly surprising, as the majority of specialists (88%) claim to reap a good ROI, according to a Wyzowl survey. That’s probably why 15% of respondents planned to add TikTok to their video marketing strategy in 2020.
Considering the value of video marketing for business, any business profile should make video content a priority. You can incorporate the above-mentioned ideas into videos to receive better statistics. For example, the majority of leading brands like Dove, Nike, or Apple have launched storytelling videos. By the way, marketers use such a type, together with promotional videos, more than others.
In order to post a high-quality video, you don’t need to hire costly professionals. Many small businesses shoot the content themselves and then make it perfect in special editors like Fastreel, WeVideo, Magisto, Kizoa, or Adobe Spark. Some of them can be operated right in a browser, for example, Fastreel, while others require downloading.
These editors offer a wide range of tools that help to make entertaining and engaging videos. The basic set includes creating a slideshow, merging videos, changing their speed, muting, rotting, resizing, or reversing. You can add text, music, effects, a watermark, and much more.
While setting up a business profile on social media, your audience should be foremost in your mind. A company should adjust the choice of the channel, as well as the content, according to the segmented consumers’ needs. However, it shouldn’t underestimate the role of educational content or product videos for marketing on social media.