So, you run a business and you're ready to start social media marketing. The first question in your mind is probably: what social networks should my business be on?
Good question—and it's the first thing your business needs to consider when building a social media presence. It's different for every type of business and industry as each has different needs and needs to be on different networks.
In this article, we'll run through which social networks different types of businesses should be active on. You'll find a list of different types of businesses below; click on any of these industries and you'll be presented a couple paragraphs that discusses what social networks that business should be active on.
Here's the list:
- Software companies
- Boutiques and fashion companies
- Restaurants and cafes
- Professional services
- Blogs and publications
- Web stores and ecommerce
Let's dive in and check it out.
Software companies should be on three key social networks: Twitter, LinkedIn, and Facebook. Being on Twitter lets you market to a more tech-forward audience and provide instant support to your audience. You can take care of simple support issues via DM and create tickets for more in-depth issues that require developer assistance.
Further, LinkedIn is great for professional software companies. Recruit new team members, reach out to other professionals, and even run lucrative LinkedIn ads to promote your product to professionals with large corporate budgets and a need for new software.
B2B software companies should be especially fond of LinkedIn. Studies show that 74% of B2B service buyers expect sales professionals to offer new insights before they make a large purchase. Have your sales team post these insights on your company's LinkedIn to entice customers and make a large B2B sale more seamless.
Additionally, consider running a Facebook Group for your software. This will give your users a closed environment to discuss topics in your industry, tips for using your software, or even alert your developers of new bugs. Need inspiration? Check out our Facebook group—the Social Media Marketers Union.
Boutiques and fashion companies
Fashion companies should use Pinterest, Instagram, and Facebook to their fullest. Pinterest is a fashion search engine of sorts: 1 in 2 millennials uses the network to find new looks and inspire outfits. In fact, the network has a huge return-on-investment for the companies that use it, often beating all other social networks.
Instagram is a simple sell too: fashion brands—and their boutique counterparts—can share awesome photos of their wares on the network. For bonus points, run ads on Instagram to put your clothing in front of new audiences.
Your brand may also want to consider running an Instagram influencer marketing campaign for its products. In short, this is when you partner with an influencer in your industry (in this case, fashion) to post about your products.
This gets your products in front of new eyes and lets you build off of your influencer's trust. After all, if they love your products, chances are their followers will too! Just make sure to keep these legalities in mind when executing your campaign.
Finally, Facebook is important for fashion brands too. It's the most widely used social network and it integrates heavily with Instagram. You can cross-post your photos here, run ads, and answer your customer's questions on fit and sizing.
Restaurant and cafes
Restaurants should focus their efforts on Google My Business, Facebook, and Instagram. Google My Business is the mini-social network attached to Google Maps. You can post links, photos, and status updates directly to your Maps page, enticing your customers and keeping them up-to-date with sales and specials. Also make sure your phone number, hours, and other info is up-to-date too!
Further, Facebook is becoming increasingly more important for restaurants, and over 70% of restaurants are already there! The network's new recommendations feature lets users recommend new restaurants and local businesses to their friends, thereby creating trust around your restaurant.
But it's not just about trust. The more recommendations a restaurant has, the more likely it is to appear in local user's local search results. So with that in mind, encourage your die-hard fans to post recommendations your restaurant and reap the benefits of increased reach.
Finally, post photos of your food on Instagram. It sounds corny, but food glamor shots act as a portfolio for your food, so encourage your chefs to take pictures of your flagship eats. For added value, use Stories to post your daily specials and new dishes.
Your customers will be Instagramming photos of your food too—in fact, recent data shows that 23% of Instagram users photograph their food. Here's a list of the most photographed food on social media—see if your specialties made the cut.
Professional services companies only need to be on one place: LinkedIn.
Why is this? Simple: LinkedIn is only used by professionals looking to buy and make connections, so your time and effort won't be wasted on the wrong audience. Start by re-posting your thought leadership and reaching out to your new leads on the network today. It's easy to do and will prove to be a profitable endeavor over time.
However, smart professional services companies should also use Google My Business and Instagram to their advantage.
Professional companies can use Google My Business to improve their search presence. Do this by adding a polished about section to your feed and updating your contact phone number and office addresses. This way your clients know how to find you and get in touch right from the search engine.
After nearly two decades in the Galleria area, The Alexander Group is moving its Houston office. Following a thorough search—no building left unexplored—we selected the Kirby Collection, Houston's premier new office space. Please note our new address, effective July 13 (yes, Friday the 13th; we’re not worried): 3200 Kirby Dr., Suite 800, Houston, TX 77098. #newoffice #newhome #success #growing #executivesearch #thealexandergroup #riveroaks #kirbycollection #uptownhouston #upperkirby #modern #hightech #thorequities
But why Instagram? The network isn't just for food pics and selfies any more. Over 80% of businesses are on the network, and you can bet that professional services aren't ignoring it. Post company news, calls for recruitment, quotes, and company announcements to Instagram. This makes your company culture public and puts a friendly face to your company.
Blogs and publications
It's essential for blogs and other publications to be on social media—in fact, 78% of U.S. adults 18-49 use social media to get their news. And it's not just the young folks: 55% of people aged 50+ got their news on social media as of August 2017, up from 45% the year earlier.
Publications should be posting to Twitter, Facebook, and LinkedIn for maximum reach. More people than ever use Twitter to get their daily news fix, so make sure your blog is there to join the daily news run too.
On a similar note, local newspapers and brands should take Facebook very seriously. The social network recently announced that it's giving local news sources a leg-up on the Newsfeed algorithm as a part of its push to bring more local content to the network. This means your articles will be seen more often, further increasing your traffic.
Finally, professional publications and thought leadership blogs should be on LinkedIn. Like discussed earlier, this is where professional audiences already go for new and interesting professional and business content.
Even better, there's a ton of room to grow your content on LinkedIn. Just 3 million LinkedIn users post content weekly, but that content gets an insane 9 billion impressions each week. This means that less than 1% of users are getting all the reach, screaming "opportunity" for any publication.
Web stores and ecommerce
Web stores should be on Instagram, Facebook, Pinterest, and Twitter. Instagram—like for boutiques and fashion brands—can be used to show beautiful pictures of your products with glamor shots. This is especially important for completely virtual companies without a brick-and-mortar presence as it acts as a virtual showroom.
We also recommend using Facebook Ads to market your products. You can hyper-target your Facebook ads to put your products in front of your brand's key audience, so you're never wasting ad money on marketing to the wrong audience.
Like fashion companies, online stores should post to Pinterest too. Whether it's photos of your own products or things you're reselling, you can link to your products and post photos of them to your Pinterest page for a space in Pinterest search. Just be sure to get your Pinterest SEO down first!
Further, Twitter is important for virtual brands and online stores for support. It's the first place many social media users turn to when facing tech support and product issues, so make sure your brand is there to assist and close the sale.
Need help setting up a Twitter support team? Here's how to do it.
Welcome to social media marketing!
And there you have it: the social networks you business needs to be on. Now that know the networks, create your accounts and get posting using Social Report. Social Report makes it easy for marketers and business owners to post to social media and track growth and conversions.
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