There are now countless social media platforms. The times in which you could only find Facebook are finally over. Although most users can still be found there, there are also other platforms for special groups. Xing and LinkedIn, for example, are more for building business contacts. On Instagram, on the other hand, there are many young girls who post photos of the latest fashion and make-up trends.
But somehow the users you are addressing with your products are everywhere. You have the feeling that you are missing something if you are not present on every platform and post your content. After all, you want to win new customers through social media marketing.
I promise: If you can't employ someone to take care of your social media campaigns eight hours a day, you won't be able to serve all channels equally. This idea is not only incredibly exhausting. It also means that sooner or later you will throw in the towel. After all, who can spend hours a day in social media besides their core business?
In addition, the range is quite small if you only post on a platform once in a while.
If, on the other hand, you restrict all activities to one platform, you will reach more people and build a better relationship with them, not least because they always have something to say about you and your Shop and not just occasionally.
Social Media Marketing - but targeted!
Since you cannot be equally represented on all platforms, you must make a selection. And the selection should not exceed the number one or two. Because here, clearly less is more. The main question you need to ask yourself is: Where are my customers most often represented? If your target audience is 50+ on average, you won't necessarily get a foothold on Instagram, and if you're targeting young people up to the age of 20, Xing or LinkedIn shouldn't be your platform of choice either.
So the first thing that really matters is where you think your target group is. And when you have finally made your choice, you should see what your target group is doing there.
You can't go wrong with Facebook. Because Facebook has several billion users and it is almost impossible if your target group is not to be found there.
Therefore: If you do not know where to start, on Facebook is a suitable place.
How do you make contacts now?
On the different platforms it is just like in normal life. If you stand up and yell that you are the right person to talk to about any problems, you will not get much praise.
Rather, it is a matter of establishing contacts.
You post helpful content or answer users' questions and become indispensable over time. In no time people start looking for you if you have a question or tag in their posts so that you get an email.
On Facebook, you can join groups and actively participate there. Again, don't fall through the cracks and only post advertisements on your own behalf. People who are interested in you will look at your profile and try to find out more about you and, of course, about your business. On almost every social media platform, you can share your profile with your website link. So the customer is only one click away from your shop and many people use this.
Being there is everything?!
So the Olympic idea of "being there is everything" does not apply to social media. Rather, it applies here that you are a regular participant. To stick with a sporting comparison for once: sweating and exercising your muscles doesn't help at all. Here, too, it's all about regularity and that's the way it is in the social media. You should make a contribution once or twice a day to be seen. And also "participate", in other words, help.
If you have decided to use Facebook, look for one or two groups that suit your business. Say you are a florist. Then maybe a group that deals with home decoration or gardening will fit your business. Your expertise is definitely in demand here. When do you plant which flower? How much water does it need? There are endless questions you can help with. So do it. Just be helpful without referring to your shop or website.
The other group members will register you, and many more people than you think will get lost on your profile.
Of course you have linked your profile to your website or at least your Facebook fan page.
And that's how the people you have helped eventually end up on your website and get to know your company.
If you now try to promote your business on Facebook, YouTube, Xing and Google+, just to name a few, you will most likely only be able to post relevant content once a week, if at all. Your profile looks referenced and it is - because it's probably been weeks since the last post.
When you finally post something, no one will remember you.
Therefore, the following applies in any case: less is more. Because you have nothing to gain if you are represented on many platforms but do not make any contacts.
Which social network is the right network for your business?
As the examples here show, this is of course individually different. Often it is a good idea to start with Facebook and get a foothold there and find people who are interested in you and your business.
Nevertheless, one is allowed to look beyond one's own nose. After all, of course the other social networks also have their right to exist and can ensure that you win new customers.
In return, you should find out what your business has to offer. If you are a baker and make cakes and pastries, Pinterest is the place for you. Because this is where everyone is looking for inspiration and ideas.
As a lawyer, on the other hand, you can't post too many pictures of your creations and are therefore probably much better off on Twitter or Xing. Current court decisions could be much better off on Twitter. After all, how do you want to present them visually?
Conclusion
So your business largely determines the location for your activities in social networks. First look at what you have to offer and then choose a channel accordingly.
If you don't know how and where to start, Facebook should be the place of your choice, because that's where your target audience is guaranteed to be.
Proceed in a very targeted manner and make sure you limit your activities to one or at most two platforms. This is the only way to quickly see initial reactions and address new customers in a targeted manner. But don't be obvious customer catchers in the social media. We are all bombarded with advertising every day and can smell it miles away. On the other hand, if someone is just there to help and understand their user, you are much more likely to order from them and, above all, to trust them.
A good tip is therefore: Have fun in the social networks. Because the users will also notice if you are just there, precisely because you are on the lookout for customers. Help and shine with your knowledge.
