Why your business shouldn’t be on all social media platforms

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Social media is a great tool to ensure you reach a wider audience and maximize conversions. Most businesses believe that enabling each social network will lead to business growth and ultimately running profitable businesses.

But the reality is that this strategy will likely backfire on your business.

When selecting the right social media accounts for your business, less is more. Too much dispersion leads to lackluster content, inactive accounts, and disengaged customers.

Thomas Edison is often said to have said, “The value of an idea lies in its use. With that in mind, making sure your business has an active social media presence is a great idea. Like any other robust marketing tool, your online presence can destroy your relationship and drive away customers if not used correctly. In my role as CEO of a mail order incubator with clients across the country, I have learned many social media lessons and want to share more about how you can navigate the options that are available. offer to you.

The paradox of choice

There are various social networks on the Internet. You probably know these big names: Facebook, Instagram, Twitter and LinkedIn. You might think that your social presence on all these networks increases your chances of growing your following. But the reality is that your customers are not active on all of these platforms. Of course, you probably guessed it: they are busy!

This means that you need to develop a marketing strategy focused only on a few social networks used by your customers. How to choose the right social networks for your business?

Understand your target audience

Who is your target audience? Trying to be active on all social networks is like targeting everyone. It would be better to narrow it down to the few prospects who are likely to convert and become loyal customers. So, try to understand your demographics, including their age, gender, income, education, and other factors.

Content type

The content you use to promote your products and services will also determine which social networks you can turn to. For example, if you promote your products using videos, YouTube can be a great choice. Conversely, if you use images, Instagram is a good choice. The point here is that choosing a social network that suits your business and what you are promoting is key.

Social media activity

Your customers on different social networks have certain expectations. When promoting your business on Twitter and Facebook, people expect frequent updates. This may not be the case with YouTube. So, you need to figure out how much time you’re willing to spend creating content that resonates with your audience.

Maintaining a few social networks allows you to focus on your audience and create engaging content. So the idea of ​​”less is more” applies here.

It’s hard to optimize your social accounts

Your social networks should represent competence and professionalism. With your social media presence, your customers should resonate with your brand and feel comfortable sharing your content or recommending your products or services.

It is not easy to achieve this goal. This requires creating highly engaging content that matches what your prospects and customers are looking for. Content is king and poor quality content will only drive customers away. You risk losing the few customers you have.

Targeting customers across all social networks often leads to a rushed and disorganized approach to social media. You’ll miss the mark because you don’t know what your customers want. Therefore, expect your customers to switch to competing brands.

Limiting yourself to using just a few social networks allows you to optimize your social media strategy. You’ll want to humanize your brand even when interacting with your prospects online. Eventually, this leads to better engagement, which guarantees increased conversions.

It comes down to quality over quantity

Tom DeMarco, an American software engineer, once said, “Quality takes time and reduces quantity…” You don’t have time to waste if you’re an entrepreneur. Every second counts. Managing your social networks is more complicated than you think.

Contrary to what most people think, this goes beyond creating a few posts and publishing. Implementing an effective social media marketing strategy takes time. Producing quality content that will trigger action from your audience is not easy.

To do well, identify where your audience spends their time. Depending on your products or services, you will realize where most of your customers are. It can be YouTube, Facebook or Instagram. Act smart and design your social media marketing strategy based on your customers’ preferences.

You should also think about your level of experience in the different platforms. If you are an expert on a specific network, it is easier to identify trends and other market factors. However, if your clients are using a platform you’re unfamiliar with, you may need to hire a social media marketer or agency to help.

Analyze your metrics

The numbers don’t lie. Before investing time and money in social media platforms, assess your current social media metrics. The numbers will help you decide which platforms to favor and which to abandon.

Once you’ve identified a specific social platform, develop a strategy that outlines the content you’ll create, your posting frequency, and other goals you want to achieve. Remember to include paid advertising in your plan as it ensures your audience engages with the most valuable content.

Running a successful social media campaign doesn’t mean you have to do a bit of everything. Choosing a few social networks is more effective than focusing on them. The good news is that your current metrics will help you choose the best platforms that should work for you.

Creating highly engaging content that sells and converts will increase your bottom line in no time.

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