Not all at once
First, choose a platform. Facebook, Instagram, LinkedIn or maybe YouTube? Each is different and requires a different approach. At the beginning of your social media journey, it is best to focus on one, two or a maximum of three to get a better idea of their capabilities. Depending on what you’re more comfortable with, it’s worth choosing a medium on which you’ll find publishing content less of a problem. Over time, however, it is worth expanding your business to other portals. Keep in mind, however, that you do not need to have an account on all of the platforms mentioned to be visible. Choose a medium that gives you the opportunity to grow. We know from experience that running two or three accounts at the same time can be problematic, but what are social media ninjas for!
Where to start?
Many marketing professionals suggest firing up Facebook and Instagram to get started. These are some of the easier tools with a lot of benefits. The former is the undisputed leader among portals with one of the largest user bases. If you are running an event business, choosing this platform could be a hit. Among other things, Facebook has the ability to create events to increase your audience reach. It is one of those forms of communication where you, as the organiser, stay in constant contact with your invited guests. On the other hand, however, you create a place where the recipient can find a solid package of essential information. Are you keen to add photos, post longer videos and elaborate posts? The answer is simple: Facebook! Lately, the service has been betting on multimedia, which makes the quality of audiovisual messages better and thus more attractive.
The power of images
Until recently, it was said that Instagram, owned by Facebook, only added value to communication. Today, the portal is regarded as a separate platform whose strength is primarily image. What kind of business finds its best place there? Looking at the most interesting industry profiles on Instagram, it is safe to say that everyone. One interesting example is General Electric, a company that, among other things, manufactures machinery. Can aircraft engines be interesting? And how! Their profile is full of artistic frames that remain in dialogue with more than just the transport industry. It all depends on your creativity, with which you can attract the attention of any audience. Although the number of users is smaller than on Facebook, it is definitely a freer tool that aims at a simple message. The most important thing is to interact with your audience, and Instagram definitely wins this competition. If you make use of its three strong assets of newsfeed, InstaStory and chat, you are home! With the help of these features, you will create a bond and effectively ‘keep’ any viewer with you in an easy way. TikTok is also an interesting phenomenon that is attracting more and more interested parties. If you are curious as to why this platform is worth looking into, be sure to read our post.
Target with your head
Now that you have chosen the portal on which you will take your first steps in the online space, you still need to identify your target audience. Why? The answer is simple, so that you can create even better content personalised to your audience. Like the finest detective, find a persona, i.e. a representative of the group that will be your target, and try to gather as much information about them as possible. In this way, you will get to know your customers and create more and more interesting content for them, corresponding to their needs. The best way to get to know your audience is through advertising. Facebook has an Ads Manager tool so that you can manage them from one place and use advanced audience selection. Try to personalise your audience as much as possible. Take into account their gender, age, location, language they speak, the industry they work in and even their activity on the portal. A plethora of information? Let us try to sort it out. Considering Facebook, there are three main target groups:
PRIMARY CUSTOMERS
Use basic data such as location, demographics, interests or even behaviour and connections. Target adverts that will specifically reach people who have already made a purchase. By tracking their behaviour, you can also examine what devices they are using and thus determine what will attract their attention more. Also target adverts to loved ones and friends of people who are about to celebrate a birthday. This is the perfect time to address the needs of a potential customer who is just considering a gift.
NON-STANDARD AUDIENCES
This group definitely requires more commitment on our part. These are primarily people who already know our company. Regardless of whether someone has looked at your offer, made a purchase or perhaps just wondered, contact must be maintained. These are so-called stargeted groups using a pixel that is responsible for counting the traffic of people who view your website and perform a specific action. Based on these, you can create remarketing groups, focusing on people who did not complete a purchase after putting a product in their basket. It’s worth remarketing to keep in touch!
SIMILAR CUSTOMERS
The last of the three variants is the so-called lookalike group, i.e. people similar to those who bought your product. Based on the aforementioned pixel, Facebook collects information on interests, behaviour, likes or demographics. This will broaden your potential audience and reach people who may not yet have heard of your company.
However, if you are a follower of other platforms, such as Instagram, read our last post and see how this is done on a completely different platform.
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