Social media is everywhere and social media marketing isn’t much different. In fact, with the propagation of ad-blocking and content blocking, coming up with creative ways to reach customers is now essential. Social media marketing offers one of the biggest and best opportunities.
That said, you still need to know your audience before you started tweeting at celebrities about your online boutique and piggy-backing on unrelated hashtags hoping for some attention. Are certain social media platforms better suited to certain industries? Should banks stick to LinkedIn and artisanal soapmakers stick to Pinterest? JumpSIX Marketing explains.
Business-to-business (B2B) on social media can be tricky. It’s hard to know whether or not social media marketing will be effective because it’s hard to know how other businesses use these platforms. LinkedIn is often an effective way of networking for B2B, but it comes with the caveat of having to play a longer game. Blogging, creating case studies, and conducting more PR-focused campaigns, rather than directly selling something, is usually best, but can take a while to have an impact.
You’d think social media marketing for Business-to-Customer (B2C) would be easier, but it can actually make things a lot more complicated. Using social media to appeal to customers opens up a huge number of options thanks to the immense reach of social media. You could end up targeting entirely the wrong people if you’re not careful. Not only that, but any embarrassment or mistakes made on social media will spread in seconds. Mere moments after sending your business’s first tweet you’re featured in a BuzzFeed article about the 10 Worst Corporate Tweets of the Day.
Appealing to a customer base via social media is something that requires a lot of planning. Much like with finding your brand’s voice, which we went over in a previous blog, knowing your audience is the real key here. Luckily, the nature of social media makes it much easier to work out where people’s interests lie. Careful research and some creativity will help a lot.
Examples of Industries and Platforms
To break things down a little, here are some examples of which platforms can work for which industries, based on past experience and some demographics research:
Facebook and Instagram
News, health, retail, entertainment, sports, and fashion are all great examples of what Facebook can work for. Even more effective is its potential for brand awareness and engagement. Be careful not to just copy content from Facebook to Instagram — just because Facebook now owns the platform, the way it’s used is very different.
News, information, health, entertainment, travel, hospitality — Twitter covers many of the same bases as Facebook. The important thing to remember is it’s a more immediate, less detailed platform. This means you have to be smart with your strategy.
Arts and crafts, food, events and event planning, home and garden, and interior design are all well-suited to Pinterest. Pinterest is a creatively-driven, visual platform that has a heavy focus on putting together your own aesthetic. The right business can get a lot out of Pinterest.
As we mentioned before, LinkedIn is much more about B2B networking, and it can be very effective. It can also be really damaging if you use it incorrectly since your corporate reputation is closely tied to your LinkedIn presence.
The Best Campaigns Cross Boundaries
The biggest benefit and the biggest problem with social media marketing is that it isn’t a one-size-fits-all solution. You might have noticed some significant cross-over in the industries above. That’s because most people have more than one social media account and use them for different things. The important part is planning your social media campaigns and being willing to experiment with your options.
Get the Most Out of Social Media Marketing Opportunities
If you’re looking to dive into the world of social media marketing, you really should have an experienced agency by your side. That’s where JumpSIX Marketing comes in. We’re a full-service digital marketing agency, not to mention a Google Partner, and we can help with everything from your social media presence to web development. Contact JumpSIX Marketing today.