Why your business shouldn’t be on every social media platform

Social media is a great tool to ensure you reach a wider audience and maximize conversions. Most companies believe that activating any social network leads to business growth and ultimately leads to profitable business.

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

When choosing the right social media accounts for your business, less is more. Spreading too thin leads to lackluster content, dormant accounts, and uninterested customers.

Thomas Edison is said to have often said, “The value of an idea is in its exploitation.” With that in mind, it’s a great idea to make sure your business has an active social media presence. Like any other robust marketing tool, your online presence can destroy your relationship and drive customers away if not used properly. In my role as CEO of a mail order nursery with customers across the country, I’ve learned many lessons when it comes to social media and I want to share more about how you can take advantage of the options available 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 of these networks increases your likelihood of growing your customer base. But the reality is that your customers are not active on all of these platforms. Of course, you probably guessed it – they’re busy!

This means you need to develop a marketing strategy that focuses on just a few social networks that your customers use. How do you 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 reaching out to everyone. It would be best if you narrow it down to the few prospects who are likely to convert and become loyal customers. So try to understand your demographics, including age, gender, income, education, and other factors.

type of content

The content you use to promote your products and services also determines the social networks you can target. For example, if you use videos to promote your products, YouTube might be a good choice. Conversely, if you use images, Instagram is a good choice. The point here is that choosing a social network that fits your business and what you are promoting is crucial.

social media activity

Your customers on different social media networks have certain expectations. When you promote your business on Twitter and Facebook, people expect frequent updates. This may not be the case with YouTube. Therefore, you need to determine how much time you are willing to devote to creating content that will resonate with your audience.

Maintaining some social media networks allows you to focus on your audience and create engaging content. The principle “less is more” applies here.

It’s difficult to optimize your social accounts

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

Achieving this goal is not easy. It requires creating highly engaging content that aligns with 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 hasty and disorganized social media approach. You will miss the mark because you don’t know what your customers want. Therefore, expect your customers to turn to competing brands.

By restricting yourself to a few social networks, you can optimize your social media strategy. You will also want to humanize your brand when interacting with your prospects online. Ultimately, this leads to better engagement, which guarantees increased conversions.

It’s about quality over quantity

Tom DeMarco, an American software engineer, once remarked, “Quality takes time and reduces quantity…” As an entrepreneur, you have no time to waste. Every second counts. Managing your social networks is more complicated than you think.

Contrary to what most people think, it goes beyond creating and publishing a few posts. Executing an effective social media marketing strategy takes time. It’s not easy to produce quality content that elicits action from your audience.

To do the right thing, identify where your target audience spends their time. Depending on your products or services, you can see where most of your customers are. This can be YouTube, Facebook or Instagram. Make a smart move and base your social media marketing strategy around your customer preferences.

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

Analyze your metrics

The numbers don’t lie. Before you invest time and money in social media platforms, evaluate your metrics on up-to-date social networks. The numbers will help you determine which platforms to prioritize and which to abandon.

Once you’ve identified a specific social platform, develop a strategy that defines what content you create, how often you post, and other goals you want to achieve. Remember to include paid advertising in your plan as it guarantees your audience will engage with the most valuable content.

Running a successful social media campaign doesn’t mean you should do a little 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 find 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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