Whenever I talk with clients, their biggest concern is whether or not to invest in social media. I'm peppered with questions ranging from: will it actually produce an ROI, (or a return on investment)? How do you even measure ROIs with social media? How do I know which platform is right for my business?
On top of that, the list of social media platforms goes on and on. And in the shifting social sphere, it can feel like an uphill battle trying to gain momentum on one platform, let alone all of them.
And I know what you're thinking:
"But Rachel, how do I know which platform to focus on?"
My piece of advice? I believe leveraging social media can produce hefty ROIs for some businesses, especially if you are looking to target millennials. Your best bet is to focus on one platform at a time for 3 months, and use it as a medium to drive potential leads back to your website or on your email list.
“Millennial customers are an important group of guests in their own right. But their significance is more than that: They’re a unique group in terms of their impact on the rest of our customer base. The behaviors and expectations of the Millennial group of guests tend to shape the thinking of the rest of us," Michah Solomon, Forbes.
I want you to ask yourself, 'who is my target audience, and where do they hang out online?' For example, if you're a health coach targeting young women enrolled at a university, you wouldn't go to LinkedIn to find these clients.
Which platform is for me?
The more I learn about Pinterest, the more I'm willing to put money on it being the next up-and-coming platform. Pinterest is a search engine, (primarily a search and discovery tool), and its content lasts 4 times longer than any other platform. Let that sink in.
And if you're more introverted, Pinterest is the perfect way to drive traffic to your blog with minimal socialization. More, Tailwind is the ideal sidekick for optimizing Pinterest to its fullest potential. The site allows you to plan and schedules pins for your audience for the most high-trafficked times.
Pinterest stats from a 2019 Hootsuite article:
More frequently, I hear thought leaders refer to Instagram as a business card. The photo-sharing app can be viewed as a handshake, and users decide in 20 seconds if you are someone they would like to follow by glancing at your most recent posts, highlights, and bio.
Sprout social released an article claiming, "If your brand is targeting Gen Z and Millennials, Instagram just might be the perfect spot for you."
2019 Instagram hacks."
Frankly, I thought Facebook was for people like my mom. However, what I've discovered from managing many social media accounts is people love sharing information they are proud of. Also, Facebook Groups are killer. If you are looking for a way to intimately connect with your audience, there is no better option on the market right now than Facebook Groups.
A 2018 blog post by Hootsuite reports the demographics of Facebook users (facts listed concern the US).
Fun fact: YouTube is actually the second largest search engine in the world. It's owned by the first largest search engine, Google. How's that for SEO?
YouTube allows you to connect with your audience in a more intimate way than other platforms because they can see your mannerisms, etc. Video allows you to turn cold leads into warm ones easily. Because YouTube is owned by Google, its ability to target specific audiences is unmatched in comparison to other platforms. People use YouTube to search for direct answers to their problems, such as "how-tos..." and you have the opportunity to position yourself as an authority on the subject.
YouTube has a wide demographic of users, making it a touchstone social platform (meaning, it's most likely to reach a variety of age ranges according to this article by Hootsuite).
While navigating social media might feel overwhelming, your best bet is to identify one platform that you know your target audience spends their time. Then, devise a SMART marketing strategy, and focus only on that platform for 3 months.
Above all, remember that social media is a tool to draw people to your website or email lists, not a means to an end. Try not to get caught up in vanity metrics and instead, focus on engaging with your audience.
Have questions about digital marketing or Instagram? Please feel free to reach out!