Social media marketing is usually at the top of every SMEs list when they think about their digital marketing strategy. The only issue with social media marketing is that there are so many different platforms to choose from. Facebook, Instagram, Twitter, TikTok, Snapchat, YouTube, LinkedIn and more. Because they all offer different ways to communicate it can be really tempting to try out all of them. However, we believe it’s better to do a few things really well than it is to do everything mediocrely. So we thought we’d put together a few considerations to show you how to pick the best social network for your SME.
Think about your current customers
A good place to start is where your current customers are. Your current customers are already loyal to you. It’s very likely that there will be more people like your customers on networks that your customers are a part of. So, think about your usual customers and what kinds of social media they consume in their free time. To figure this out you should start building some audience personas. This helps you learn about your current customers more so that you can better market to them. If you’re really stuck though, you could always ask your customers yourself. Depending on your business you could send out a survey newsletter or even just ask them when you see them. Whichever social network comes out on top you should start there.
Think about potential customers you haven’t reached
There is probably a group of people you have created with your audience personas that you haven’t reached yet. Build out their personas even more to include their interests outside your business. What do they like to do in their spare time? When they have a moment to relax, what social app do they use to decompress? Where do they go online to feel inspired? After asking yourself a few of these questions you can probably guess which social network they prefer. But don’t stop there. Research social media user statistics and try to match up your personas with them. Sometimes even demographics you wouldn’t consider have an impact on what social network users prefer. So do you homework and then apply it to choosing a social platform.
Play to your strengths
Ultimately there is no point in starting up a social media platform that you have no interest in or learning more about. As SMEs, we have limited time and resources when it comes to marketing and are usually not blessed with a double digit marketing department. So we have to make sure it’s worthwhile. For example if you know you’re excited to create and edit videos for your SME you’ll probably enjoy working on Instagram reels or TikToks. Therefore, something like Twitter is probably not for you. As SMEs, it is important to go where your audience is but it’s also equally important to be motivated and passionate about your business on social media. And playing to your strengths and interests is only going to amplify that.
Avoid trends for trends sake
An easy trap to full into is to hop on a social media platform just because it is trendy. Or even create posts outside of your niche because you want to jump on a trending topic. If you can link your SME to a trend – great. Work on that. However, if it seems like too much of a stretch it’s probably not going to work. Some of the most successful SME social media accounts are those who stay their authentic selves and let their brand story shine through. After all, social media is all about being real and sharing your story. So just be yourself and don’t force anything that doesn’t come naturally.
We hope this helped you pick the best social network for your SME. If you have any more questions about social media marketing or any other online projects then please contact us. We’d love to see if we can lend a helping hand. Until next time – happy marketing!