Social Media For Business [FAQ Series]
We are picking up where we left off last week on the topic Choosing the Right Social Media Marketing Tools. That, being the first part. And now this, as its concluding part.
The right digital marketing tools are the best tools for you. However,just because it is free, not every social media tool may be right for your company. A successful social media presences is not free. It will cost you resources – time, money and man power.
To figure out the right social media tools for your business, ask your self these two questions. Actually, let’s make that 3 questions.
Social Media Marketing Tools Selection Process
Question 1: Who is your Target audience?
Not everyone is a potential customer.
Knowing your target audience is a strategic element in finding the right social media marketing tools for your business. Choosing the tools first without knowing your target audience is like bringing your boat to a ski resort. Well, snow could float your boat if you see unicorns there.
Create a profile of your audience.
- What is your market’s age?
- What is their income?
- What do they do?
- Where are they – city, state, country, urban, rural?
- Do they work? Retired?
- Mothers? With children? No children? Working?
- Asian? African-American? Hispanic?
- What country or part of the world? (Note: Not everyone in the world uses Facebook)
- Married? Single?
You can go on and on with the questions as you try to narrow down your market.
How do you figure out the social media tools used by audience for marketing? You can find the answer to this by leveraging information that is already out there. Yes, do not have to reinvent the wheels! You can use either of the following sources:
- Research – some are free, some aren’t (free)
- The best source – your customers: ask them!
Looking at a recent survey by Pew Internet Report. Here is what the Social Media Landscape is Like
Profile of Popular Social Media Marketing Platforms
- 72% of users are women
- # of users go down as age ranges go up
- Young adults between the ages of 18-29 are the majority users
- Most of those users have some college followed by those with college education
- Most users have household income of $75K+
- Urban dwellers tend to use this platform more than the rural dwellers. urban dwellers
- Appeals more to women
- Used by those between ages 18-49
- Users have college education
- More than half of its users have $50K++ household income
- Appeals more to rural dwellers
- Predominantly used by young adults between the ages of 18-29
- Users have college education
- Household income of users are $75K
- Urban dwellers like to use this platform
- Appeals to Young Adults between the ages of 18-29
- Has more women users than men
- Users have some college
- Household income of users are under $30K
- Used more by urban dwellers
- African-Americans (27%) and Hispanics (28%) dominate this platform
- Large number of Twitter users are young adults between the ages of 18-29
- 22% of Twitter users have average household income of $75,000+
- Used more by urban dwellers (21%) while only 11% of rural peeps use it.
LinkedIn: [Source: Quantcast.com]
- Predominantly male than female users
- A lot of its users are middle-aged (45-64)
- Most of the users don’t have kids
- Household income of users is over $150K
- Most of the users are have college and post grad degrees
- Asians are likely to use this platform more
Question 2: What are your social media marketing goals?
This is also Social Search Marketing Group’s preferred approach when determining the social media marketing tools for clients. What is great about this approach is that this is more strategic because from determining goals, you will be able to identify metrics and develop tactics/strategies. With metrics set you will be able to decide what works and iterate the process. If something is not performing well, tweak the tactics/strategy as you track progress.
Define your Social Media Marketing Goals
Goals vary depending on what the social media marketer and the boss-man has agreed upon. Here are some examples of marketing goals:
- Improving brand awareness
- Correcting negative sentiment about your product or brand
- Reduce customer service cost
- Increase leads by x%
- Improve customer service
- Improve customer engagement
- Improve company’s influence in the market you’re serving
If improving brand awareness is your goal, what are you going to measure it? What are the KPIs (Key Performance Indicators)? A few examples of KPIs (key performance indicators) are:
- URL tracking
- Blog – blog comments and blog visits
- Social bookmarks
- Social sharing
- Likes, Follow, Circles…
Question 3: Where do your competitors hang out?
When choosing social media marketing tools, checking out where your competitors are at is one best way to figure out what tool to use.
If you do not have the bandwidth engage in social media platforms and to track it, we sure can help you either by managing it for you, providing you guidance and/or training. Let’s chat!