Over 90% of business owners report that social media is an essential part of their marketing strategy.
For nearly all companies, even those that target baby boomers and seniors, a social media presence is a must have.
Of course, that doesn't mean you need to be on every single platform.
In fact, that could hurt you by spreading you too thin, as well as waste your ad spend on the wrong set of people.
Many solopreneurs start using social media marketing with no idea what they're doing, and that's perfectly normal.
Over time, you'll start learning what works and what doesn't.
In the meantime, though, a recent article in Entrepreneur offers some great advice for entrepreneurs who are new to marketing and advertising on social media.
Picking one primary channel, limiting how many platforms you use actively, and making a calculated effort to position yourself as an influencer, can all help give your strategy the jump start it needs.
1. Pick a primary channel.
Simply put, you need to decide on a single social channel that's going to command most of your attention. That's not to say you can't focus on both Facebook and Instagram, for example, but trying to be in multiple places at once will inevitably burn you out.
For many solopreneurs in the B2B space, Facebook is the number one channel to focus your efforts. There's a good chance that your clients and customers are already connected to the platform in some way, shape or form, especially considering that users spend an average of 50 minutes on Facebook per day.
Niche businesses, however, are booming on Instagram, especially those within B2C industries such as fashion and beauty. Growing and monetizing Instagram followers is arguably easier than ever; meanwhile, Instagram has one of the highest average order values via ecommerce, at $65 per order.
When in doubt, you can pick your primary channel by answering one simple question: “Where are my clients and customers hanging out?” If there's a clear answer, then you know where to start.
2. Don't spread yourself too thin.
Despite popular belief, you don't need to be active on each and every social site. In fact, there are no “must-have” networks for solopreneurs, truth be told.
But, think about it: There's absolutely no way you can effectively manage a presence simultaneously on Facebook, Twitter, Instagram, Pinterest and LinkedIn by yourself. If you try, you'll neglect at least half of your social sites.
Solopreneurs have two options when it comes to attacking the various social channels available.
- Pick a primary channel coupled with one or two secondary channels (for example, Facebook, Twitter and LinkedIn).
- Focus on a primary channel while using a social automation solution to help push content and maintain a presence on secondary channels
For example, apps such as Buffer and Sprout Social allow solopreneurs to curate and queue content to their social network of choice without lifting a finger. While such solutions do require a monetary investment, they allow your brand to be in multiple places at once, so to speak.
3. Position yourself as an influencer.
Oftentimes, making yourself heard via social media means playing the role of a bigwig yourself. By positioning yourself as an influencer, you grow your authority within your niche and make yourself more attractive to potential clients and customers. Some smart yet simple positioning strategies on social media include:
- Thoughtfully responding to questions and comments on industry-related Facebook or LinkedIn groups
- Republishing your own content to the various social channels, including LinkedIn's own publishing platform
- Regularly commenting on the updates of major players in your industry, showing that you've got the chops to be a bigger player yourself
Any combination of these strategies not only puts your name out there, but also publicly displays your commitment to your industry.
You can find more social media strategy tips over at Entrepreneur.