If the world is a global village, social media is its town hall. With billions of people worldwide now connected through digital giants such as Facebook and Twitter, there has never been a more thorough and exciting medium to advertise your business on. However, as with all other forms of advertising, you still need to promote your company effectively. Here are a few dos and don’ts that will help you do just that.
DO know which platform is best for you
A lot of this comes down to what your audience uses social media for and what product or service you provide. For example, if your business revolves around breaking news, Twitter is the fastest medium to share and spread such items. Alternatively, if you work in a B2B environment, your customers will more than likely focus their time on a business-orientated platform such as LinkedIn.
DON’T stretch yourself out too thin
It sounds like an oxymoron, but despite the need to “be everywhere”, don’t stretch yourself too thin. When we say be everywhere, we don’t mean on literally every platform you can find - that would be grossly time-consuming. Instead, ensure that you have profiles on all the main social media sites, including but not limited to Facebook, Twitter, YouTube, LinkedIn, Pinterest and Instagram. In terms of not stretching yourself too thin, what we mean is focusing 90% of your efforts on the platforms that your audience mostly use and only 10% on the rest.
DO remember to provide relevant content
It can be tempting to focus 100% on the adverts that directly make you money. But you have to remember that they’re only truly effective if they reach a wide audience which is genuinely engaged with your profile. In order to do that, you have to regularly share interesting, useful content that has the potential to go viral. Any other approach is merely spamming.
DON’T be vague about your audience
When targeting your advert, the more specific you are about who your audience is, the more successful your campaign will be. For example, don’t just target mums; target mums with two or more kids who work part-time, have a family with a medium-sized income, own their home and are educated to at least university level.
DO have clear goals about your campaign
In the aftermath, you won’t know if your campaign has been a success unless you had a clear idea of what success meant from the start. Are you aiming to get many one-off sales or more long-term subscriptions? Did you want to raise brand awareness or increase social media engagement? You can only tailor your advertising to a purpose when you have one.
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