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Don’t be a jack of all and master of none with social media

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A mistake many businesses make with social media marketing is attempting to have a presence on all the platforms available. This often results in diluting the quality of your content, confusing potential audiences and forgetting about some of your channels, which isn’t a good look for what is effectively your digital shop window. Before diving in and creating accounts on Twitter, Facebook, Instagram, Snapchat, TikTok, LinkedIn, YouTube and more, take a read of my top tips to choose the right social media platform for you.

What are you promoting?

Social media may seem like an easy way to sell what you have to offer, but it only works when carefully thought through and applied effectively. So to start, what are you offering? If it is a professional service such as consultancy, it is most likely going to be more appropriate for you to build a profile and share content on LinkedIn. By harnessing the professional networking opportunities available, gaining endorsements on your profile and using it as a platform to pitch your skills, your word of mouth could grow significantly.

Twitter is a great way to network and join industry conversations, but use it carefully as a professional profile. While it’s key to have a genuine personality on Twitter, don’t forget that your business reputation is attached to everything you post, like and engage with.

If you are promoting a product, then Facebook and Instagram may be more appropriate as there are some fantastic ways to advertise on these channels and audiences are more used to seeing product placement as part of their feeds on these platforms. Remember, both rely on high-quality visual content, especially Instagram, so ensure you have good photographs and videos of your products for these platforms.

Who is it for?

For example, if your product is for teens, then Facebook will not be the place for them to see what you have to offer. Do your research on what platforms your key audiences use and see where your competitors are advertising too! The joy of Facebook and Instagram advertising is you can test a relatively small spend on an advert, and see how it performs before committing more spend; a far more cost-effective method to trial a new advert than some traditional print or OOH advertising.

Think about tone of voice

Once you have decided what platforms you will use and who you are targeting, think carefully about your tone of voice. If you decide to run multiple social channels, your tone of voice should be consistent across all of them and match the tone of voice on your website.

By investing time in research and thinking about your copy before hitting that post button, social media can be a high impact and cost-effective marketing tool.

If you are unsure of where to start, get in touch for my digital marketing expertise which will help you choose the right platforms and get the very best out of social media marketing.

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