You may be wondering if your advertising tactic is the best for your company, or what options may be better suited for your needs. Because of this, we’ve outlined the pros and cons for the most popular of online channel. As well as we show you how popular they are and among which audiences.
Today around seven to eight in ten Americans use social media to connect with one another, engage with news content, share information and entertain themselves. Explore the patterns and trends shaping the social media landscape over the past decade below.
Bear in mind that users use several channels and most important of all, they do it almost simultaneously.
Imagine an average household, three people = three users. Each user can see their favorite program on television while they have their mobile phone in hand, with the Instagram app open and making stories about what happens in that program. How many channels come into play in this situation? How many channels can you use to reach that user in one way or another? At least 3. Television, the Smartphone and Instagram itself. Al that without taking into account the rest of applications and tools that are inside that device.
Since this blog is mainly for small business owners or entrepreneurs, and especially it's about online marketing, let's talk more about the online channels.
Social media is an enormous space full of great opportunities and inspiration. And when I say enormous I mean all of the 2.82 billion social media users. How can that help your business? Establishing an active presence on multiple social media platforms is almost essential today. Being on Facebook is good, but it’s not enough. Platforms like Instagram, YouTube, Twitter or even LinkedIn are used by more and more companies and small businesses every year. But in order to get the best results and not waste your time, it should be done effectively. Learn about your audience and what they might want to see on your social media.
For example if you’re a café, managing an active Instagram account with nice pictures of the interior, food and drinks offered, it will get more traffic, and therefore likely more customers, than if you had an account which was inactive, with only a few pictures that don’t really flatter the establishment. However, if you want to spread ideas or stories, it might be more useful to have a Twitter account and share your words in tweets or even record videos and share them on YouTube. It’s all about your business’s philosophy. There are also great tools that can help with social media management.
These days, one of the social media trends is live video. YouTube, Facebook, Twitter and Instagram are all platforms that use it. Live videos allow you to communicate and get real time feedback from your customers.
Now that we know having your business present on multiple channels can bring better results, let's inspect the major social media platforms.
Very common! 72% of adult internet users and 62% of the entire adult population. 70% of Facebook users visit the platform daily.
According to Omnicoreagency.com:
Facebook income demographics
59% of users visit the platform daily, 52% of Instagram users are Females and 42% are male.
Instagram income demographics
Facebook Advertising is really picking up speed in the business world. It uses social graph and activities to pinpoint those who fall into your buyer demographics, making Facebook Ads incredibly effective. Facebook ads are more likely to bring in strong leads that are actually looking for your services.
It's growing! It's mostly used by women. 31% of adult internet users and 26% of the entire adult population. But actually it’s the fourth-most-popular social media platform in America. It outranks Snapchat, LinkedIn, Twitter and WhatsApp. 27% of Pinterest users use the site daily. According to this article:
Pinterest income demographics
25% of adult internet users. And 41% of LinkedIn users earn a salary over $75,000! LinkedIn is the only major social media platform for which usage rates are higher among 30- to 49-year-olds than among 18- to 29-year-olds. 22% of daily users.
LinkedIn income demographics
There is a lot less conversation happening directly on LinkedIn pages then there is on other social media marketing profiles. One way around this is joining LinkedIn groups where you can meet people from the same industry or with similar interests, ask and answers questions, and engage in conversations. Pose a question to the group to get a conversation flowing. It’s a great way to showcase your expertise on your industry.
23% of all internet users. Internet users living in urban areas are more likely than their suburban or rural counterparts to use Twitter. Twitter is more popular among younger adults — 30% of online adults under 50 use Twitter, compared with 11% of online adults ages 50 and older. 38% of those on Twitter use the site daily.
Twitter income demographics
Hashtags (#) are you key tool on Twitter. These tags allow you to reach a wider audience than just your followers by getting involved in existing conversations. People searching for specific information will often check hashtags to see what’s out there.
Are you interested in the frequency of usage? Check out the image bellow!
There is an amazing analysis from PEW research with all the info about online channels you can imagine. Check it out!
Surely you already intuit where the shots go. A multi-channel strategy tries to combine different channels to reach the user in the best possible way. It is necessary, because you have to go with your business to where the consumers are. Don't stick to one channel! As social media has become more integrated into daily life, people are starting to use more than just one network. According to Pew Research Center, more than one-half of adults have their profiles on various social platforms. Most of the brands also administer more than one channel.
Find out: What are your social media strategy objectives?
Find out: Who is your target audience? Do you know who you should have in mind as your ideal buyer? What are their needs, what do they desire, how and when they like to consume content, and through which channels? To answer these questions, it's extremely helpful to create buyer personas. The personas are developed based on a combination of customer behavior and your understanding of their motivations and challenges. In the process of creating these personas, you’ll gain valuable knowledge about your audience. You will discover the communication style that works for them, and the ways in which they like to consume content. Also, you can find out the ideal price they are most likely to pay for your product. Learn how to create your buyer persona.
Find out: What channels are the people from your target audience using? After you’ve set social media strategy objectives, you need to consider where your audience is interacting online. For instance, it could be deemed wasted effort if your largest customer segment is composed of retired people and you chose TikTok as your prime channel.
What would happen if people look for a service or product related to your business and they do not find you? Increase your chances by being present and active on at least two channels.
Do you want to squeeze more out of online marketing? That's always a good idea. Bear in mind these faults so your effort will not come in vain.
There are more than 7 billion people on earth. And 1 billion of those people are on Instagram. That means every 7th person uses this visual-based social media network. Launched in 2010, and eventually bought in 2012 by Facebook (with more than 30 million users back then), Instagram offers a huge opportunity to connect with your current and potential customers, as well as, your followers and fans. The growth has been tremendous, which makes Instagram one of the most well-known and most widely-used social media platforms of all.
You already know that you can leverage any platform if you have a clear understanding of the audience you can reach there – and whether or not it aligns with your target audience… To find this out, let's jump into the key stats about Instagram and its users!
Before launching any marketing campaign, we must ask ourselves the question: What is it that I want to achieve by running this campaign? In other words, what goal do I set. This is crucial as it determines the outcome that needs to be tracked – the key metric(s) that I want to analyse. Let us call the key metric the North Star for now.
Imagine you sell houses in the U.S.A. By making great content (e.g. pictures & videos of a new house near a lake) and running an online ad, you want to reach as many people as possible! You worked out how to effectively target your customer and now it's time to evaluate your efforts.
Facebook Groups are one of the basic components of Facebook. You are probably even a member of some of them.
It's a place where people with the same interests can connect online. The basic principle is that it is an online place for people to discuss, share experiences and express their opinions and attitudes. It also allows people to organize events, share photos, videos, or broadcast live videos.
Any Facebook user can create a group and its operation is completely free. Each user can be a member of up to 6,000 groups at the same time.
Unlike FB Pages, groups can be closed, and while the Page serves primarily for brand presentation, groups are focused on users and their activity in the community.
Public groups are the ones anyone can find and join. On the other hand, Closed Groups can be found, but their content is hidden and the membership must be approved by its moderator or administrator. This is a great tool to control who wants to join the community and thus control the membership. The highest level of privacy is offered by the Secret group. You cannot view or search those on Facebook. Members of these groups are directly invited by administrators or other members.
How do you catch potential customers that are near you? How do you target people according to their location?
Do you have a house to sell and you want to find a buyer in your area? Or do you run a small hot dog stand and want to sell more of your delicious repast? Try to target the people that are near your business!
Is your stock full of T-shirts that say, “I ♥ Boston” and you want to sell them? Target the real Bostonians!
Facebook simply allows you to target people according to their geographic locations. You can sort your audience broadly or very specifically. That means you can target the whole country, state or region, city, zip/postal code, and if you have a store, you can use the option for your very own business address that is to be set on your Business Manager page.
For anyone who’s not an expert in this field, marketing strategies, SEO or social media can be like a maze. If that’s the case, navigating through it can get super difficult sometimes. However, that’s okay! Marketing agencies exist exactly for that reason — to help business owners and entrepreneurs efficiently use their business’s potential in the name of marketing. Naturally, you want your business to grow. You decided that it’s time for you or your firm to start working with a marketing agency. Good for you! But where do you start? How can you make sure that you choose the right one? There are so many questions that might seem tricky, but this list of things you should avoid will answer the most crucial ones.