Social Media Marketing
What is social media marketing?
Social media marketing is the use of Web 2.0 distribution channels (such as Facebook, Youtube, Instagram, Twitter etc) with the end of marketing goods and services.
Why should my business have social media channels?
Social media allows you to build relationships with your customers through content on a daily basis. Relationships/trust generally translate into sales!
Think of the different social platforms as distribution channels where you can, not just post highlights of your products and services, but also promotions and giveaways that keep your customers coming back.
In addition, social media platforms are often governed by algorithms that allow your content to reach people similar to your existing customers, but that haven't yet discovered your brand.
Is social media marketing right for every business?
Absolutely! Social media is right for every business, but it is important to focus on the right platforms.
Due to the incredible reach that these platforms provide, when done right social media can have a snow-ball effect for your brand.
What should I consider when doubling down on a social media platform?
Aside from the more obvious differences between platforms, such as audience demographics like age etc, it is also important to consider the psychology within each platform to determine which one is right for your business.
For instance, if your content is family friendly then you must absolutely have a strong Facebook page, because this is where we share content with our family.
If your business or brand trades on pop-culture (think a T-Shirt brand targeting College students) then you must focus on Instagram and maybe even Twitter before you do anything else.
Having said that having strong social media channels across the board is almost always ROI positive.
I've heard that a strong social media presence is often more important than a website, is that true?
It depends on what you use your website for. If your website is simply a place where customers can find your operating hours, address, contact information and maybe a menu/list of services (which is the case for most businesses) then you could skip paying for the website hosting and instead double down on your social media presence.
One of the most influential factors in search engine ranking is 'backlinks'. Social media platforms have billions of backlinks so it wouldn't be unusual for your social media profile to rank higher on a Google search result than your website.
Though the constraints are obvious (not much room for design for instance), social media has many added benefits as well compared to a website, one of the main ones being the algorithms that allow you to reach new potential customers.