As of September 2013, the social network Facebook surpassed 1.19 billion monthly active users. With such a large audience, small businesses can't afford to ignore the social media market. Facebook is one of the most cost-effective and simple ways to reach new customers. So what's the most effective social media marketing tool for businesses to focus on? This is a twofold answer that involves content and target marketing.
Without question, businesses need to produce top-quality content. Businesses need to be mindful of "sharable" and viral trends in order to produce similar content. The popularity of videos and images over text-based content grew in 2013, and trends suggest that visual content will continue in popularity into 2014. Content also needs to be short and to the point. With the new shift to "micro" videos like Vines and Instagram Videos, people are spending less time investing in long video campaigns.
Demographics go hand in hand with content. Without a target marketing technique, that top-quality content your business produced can potentially flop. Target social media efforts through consumer research; know who the business wants to target, where they are spending their time online, and which social media sites they use. Vine and Instagram are popular among the teens and early 20s, which is a demographic many businesses wish to attract. Young consumers are typically more open to trying new products than older shoppers, and they're still forming their buying habits. If businesses can appeal to the young shoppers, they can potentially earn a lifelong customer.
Social Media Platforms
There are different social media sites with different purposes. For instance, Facebook is largely used for current events, viral videos/content, and keeping in touch with friends and family, while Pinterest is largely used by women searching for a new recipe or craft idea. Because each social media outlet is different, there is no one-size-fits-all content that works. It's important to pay attention to the culture of the networks and the audience and to understand what kind of content is going to result in maximum engagement on each network.
At the end of the day, understanding the different social media platforms, targeting your business's specific demographic, and creating sharable content can propel your business's social media marketing campaign.
Author: Katherine Ankenbruck
Position: Director of Social Media Marketing
Originally from Fort Wayne, Indiana, Katherine Ankenbruck attended Purdue University and graduated with a bachelor's degree in political science. She is passionate about social media marketing and helping our clients grow their businesses through enhanced client engagement. Katherine is experienced in using a variety of social networking strategies to increase client interaction, and she is eager to help you discover how your business can benefit from social media.