Most Bang For Your Social Media Marketing
And No, You Can’t Not Do It
When it comes to social media, the options available for businesses, organizations and entrepreneurs can be overwhelming. For those who aren’t fluent in this type of marketing, it often feels so formidable, and they’d rather skip it than do a half-ass job.
If this is you, your options include: skipping social media completely, trudging through blindly and hoping for the best, hiring outside help, begging young people to help you, or learning how to do it yourself.
The days of being able to avoid technology are over. Doing a mediocre job is only a marginally better option than doing nothing at all.
The two most viable options are hire outside help or start learning the basics. For those looking to hire help, start by asking around within your professional network. There are lots of fantastic solopreneurs, agencies, and contractors out there who can help. We’ll talk about how to pick the right marketing partner in my next column. This go-round, we’re going to focus on what you need to know to tackle this on your own.
Here’s a look at the most well-known platforms, and the pros/cons of using each.
Pros: You likely already know the basics of posting, commenting and messages. You can create events, share full-length videos, and customers can share reviews/ recommendations.
Cons: Only the people who “like”/“follow” your page see your content, which — thanks to recent algorithm updates — turns it into a bit of an echo chamber.
Pros: Less drama than Facebook, Instagram’s focus is on the visual, not the incendiary. If your account is public and you use location tags/hashtags, ANYONE can see your content, which means new customers can easily find you.
Cons: You likely won’t reach as much of the 60+ demographic, as they tend to spend more time on Facebook.
Pros: A stellar option for building B2B connections and growing your professional network.
Cons: Not a great option for B2C marketing, unless you’re selling a professional service or product (such as accounting or software).
Pros: Great tool for staying connected within a specific industry, with the media, or with government or other local/ regional organizations.
Cons: Subpar as a tool for local B2C marketing or building an audience.
Google Business
Pros: If you have a brick and mortar location, this is a MUST (how often do YOU Google businesses?)! Posting here means adding your content directly into the world’s most-used search engine.
Cons: Not an option for everyone. If you run your business from home, you’d have to list your home address in your listing (not advisable).
TikTok
Pros: Super fun platform for video content with lots of personality! Similar to Instagram in its ability to reach a wide audience.
Cons: Steep learning curve. 62% of users are age 30 or younger. If your business relies on those with disposable income, this likely isn’t your target demographic.
Michelle Mulak owns Good Vibrations Creative + Consulting, a boutique marketing, public relations and communications consulting firm based in Cocoa Beach. She works with entrepreneurs, businesses, brands, events and organizations of all sizes to help them develop and implement authentic, effective content marketing, advertising and publicity strategies.
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