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Social media has grown from being a platform for young people to connect with school friends to being a way that everyone of every age keeps up with each other. Almost half of the planet uses social media, with the number being over 80% in developed countries like the U.S. and Canada.
The juggernauts, like Facebook, Instagram, Pinterest, and Twitter, have also become essential for businesses trying to reach their ideal audience. Promoting a website on social media can feel overwhelming, though, especially because there are so many platforms out there.
The good news is that a few tips will help you successfully promote your business online. Here’s what you need to know!
You’ll definitely go crazy if you try to promote your business on every social media platform available. Not only do you not have the time and energy for that, but it’s also not effective. The goal is to find the platform that your ideal audience spends the most time on and show up consistently there.
That might mean being only on Facebook. It might mean combining Facebook with Instagram or Pinterest. If you’re a B2B company, you will want to focus on LinkedIn. You should look at TikTok only if your primary audience is teenagers.
Knowing where to focus your time, energy, and budget makes promoting your website on social media much less stressful.
As you look at how to promote a website on social media, you need clear goals. What are you trying to accomplish with your social media outreach? How can you measure those results?
It’s not always easy to measure the impact of social media, but deciding on some goals and milestones can help you avoid frustration. Otherwise, you might feel like you’re spending time and money on something that isn’t helping your business.
You can focus on brand building, getting online followers, engagement on your page, leads, or new customers. Keep in mind that social media is primarily social, so getting new customers is a longer process.
There’s a well-known idea that 80% of your results come from 20% of your efforts, and this 80/20 rule has been expanded to include a lot of other applications as well. For example, it’s a good idea to use 80% of your social media posts to share useful information or entertain your audience, and only use 20% of your posts to actually focus on sales.
This allows you to build a relationship with your audience that isn’t based only on “sell, sell, sell.” Instead, you’re educating, informing, and entertaining consumers while also letting them know that you sell specific products and services.
When you take this approach, consumers will get to know you, like you, and trust you, which leads to sales over time.
One of the most effective ways to market your small business is to focus on your local area. There are great ways to do that on social media, and one of the best is to join groups focused on your community.
On Facebook, for example, you might be able to join groups focused on your city or neighbourhood. Of course, the goal is not to spam the group with information about your business. Instead, focus on answering questions and sharing useful information.
If you find a Toronto Homeowners group, for example, your HVAC company could share tips on how to prepare your home for winter, what common HVAC maintenance is, and more. You can also answer questions from people struggling with their heating.
If you can’t find groups focused on your community or neighbourhood, try to join ones that your ideal customers spend time in. For example, a new homeowners group could be ideal. Even if all the group members aren’t in your area, you can get referrals and establish yourself as an authority.
The most important social media tip is to be consistent over time. That’s why it’s so essential to narrow your focus in the beginning. Being inconsistent on social media gives the impression that your company is unreliable or uncommitted, which isn’t true at all.
How can you stay consistent when you have so much else to do? Start by creating a posting schedule that makes sense for you. You can even set up time in your week to create several posts and once and then post them when your schedule indicates.
You can also outsource your social media posting. Choosing a marketing agency like Local SEO Search that also helps with SEO and digital marketing is a good choice.
With these tips, you’ll have a less stressful and more successful campaign on social media. When you choose a focused number of platforms, define goals, and follow online best practices, you’re sure to grow your online presence.
If you’d like help with your digital marketing, we’re here for you. Contact us today for more information!