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.
We’re all used to connecting the term ‘brand' with relationships to companies and products. However, that’s not what we’re going to talk about right now. A personal brand is kind of like a stamp that defines your persona and how people see it. In the past, personal branding used to be only about business cards, logos and websites. Today, it’s much more diverse. (Although websites are still useful for anyone building their brand and if you'd like to know more, you can read about this topic here.) Anyone who has access to the internet and social media can showcase themselves as an expert, build an audience, and attract clients that might be interested in their business. It’s a connection between how you see yourself, how you communicate with others and how they see you. Now, where do you start and how do you build a brand for yourself?
Gone are the days of driving through different neighborhoods and searching for houses and apartments with the for-sale sign. With around 50% of new homeowners finding their new homes online and only 7% finding it through the traditional yard sign it is easy to see why online advertising is becoming very important and effective in the real estate industry. More and more buyers are using the internet to search and find their dream house and it is easy to see why. Today’s technology allows us to search for any corner of the country for properties from the comfort of our living rooms.
So, with everything happening online here are 5 effective ways to sell houses with online advertising.
Weird. Your page likes or followers remain the same, but you no longer reach as many of them as you did in the past, right? The reason is obvious – algorithms change as does the business strategy of social media networks. Let me explain what I mean by that.
In 2018, Mark Zuckerberg announced that Facebook would reduce the organic reach of branded content and will focus more on “meaningful connections”. What is a meaningful connection you may wonder… Facebook no longer aims to keep you on their feed as long as it can, but instead focuses on quality time. Thus, users should be much more in touch with their friends, communities and groups than they are part of and, most importantly, truly interested in when it comes to content.
What is the result of this change? A 34% decline in organic reach on average. But that hasn't been the first time we faced such a drop in organic reach...
In other words, those who were building their community and follower base on Facebook in the “early days” of Facebook leveraged the opportunity to reach almost everyone for free. Today it's totally different.
This strategy applies for more platforms, of course. Instagram (being owned by Facebook) follow the same rules. So do the others… And it makes (economically) completely sense for them.
How to get out of it?
It looks like a huge problem, right? But what if you can use this to your advantage? Focus on great content, optimize according to the data that you get and leverage the latest Facebook formats and you may overcome your competitor pretty soon… Not everyone is able to follow the trend and change the processes accordingly.
Here are some tips to follow to increase your reach:
AI, Chatbots, Blockchain, self-driving cars, cloud-computing... You have probably heard of all of those, right? Do these terms represent trend or a hype? What is the actual difference between those two words? And are they important for you, as an entrepreneur who's just getting started? These are probably the questions that jump to your mind when hearing these buzzwords.
There is a HUGE difference between what stays and what doesn't. In other words, not everything will stick and change our behaviour. This is how we can define our keyword, trend: as a change in the behaviour, habits or ways in which things work. It is a constant change. Let me explain trend in a graph, as I am a visual learner and a numbers freak…
On the contrary, hype is something that simply occurs and fades away… without any lasting impact. If I spoke in graphs, hype would look like this:
When the terms are clarified, let us look at the history and point out some of the trends and hypes we, as humans on this earth, have been through…
Presented by Diner's Club, the very first universal credit card came to use and was accepted by some establishments. Had it been just a hype, no one would be using credit cards today… Non-cash payment instruments play a huge role in our lives today – this trend changed our behaviour for good.
Now, imagine a bank not issuing a credit or debit card after opening an account – a business that did not catch the trend. This bank would for sure not survive in today's world…
… and changed the way we travel, transport ourselves and purchase goods. Startups like AirBnB or Uber have shown us there is a new way of ordering a taxi or renting a flat for a few nights. Have classic taxi companies had to react to this change? You bet they have!
You can probably guess where this is heading. There are a plethora of examples of trends that have changed our lives. These are real changes that – if businesses ignored them – could be very harmful...
Here we go. 2019 and podcasts, home voice assistants, voice search, voice order and – you nailed it – everything that has something to do with voice is slowly changing the way we behave. Is this something you should keep an eye on? I believe so. Is this something that is about to change / threaten / boost your business? That truly depends on your business industry and approach.
On the contrary, hype can calmly be ignored (or shortly leveraged). Do you remember the Bitcoin bubble in late 2017?
If not, let me briefly explain. Bitcoin is a cryptocurrency that was invented in January 2009 by Satoshi Nakamoto. Its price has been slowly rising since then, and in 2017, one Bitcoin was worth around 20,000 USD. With no real value behind it! In other words, so much money was invested in this currency that the price rose rapidly. An easy economic rule: when the demand rises (while the offer is limited), the price goes up. But what is crucial, is the value behind it. There was no value at all. And in January 2018...BOOM!
Identifying hype and trend can be crucial for the survival of your business. But no one really tells you how to get started. Well… saying that there is a manual would mean there is a way to predict the future.
But there are some ways to prepare yourself. As Gartner puts it: “Three key factors will ultimately enable you to identify the potential impact of a particular technology trend on people, business, IT and the technology market:
Yes, you have to know your business and industry perfectly in order to answer those questions. If you decide to simply ignore everything that goes around you, you may get kicked out of business soon… But if you learn, build on your knowledge and keep an eye on the current trends & hypes (as you may not recognize them at the beginning), your chances will rise.
Build on your knowledge. Do not pay attention to what does not affect your business, but be aware of something that does…
We at groost.com are leveraging online advertising for small businesses, which has shown to be a strong trend that is here to change many industries. In 2018, for the very first time, 50 % of the world's population was online. Never before has the percentage of people with access to the internet been so high. And guess what… The number is rising. Is this a trend or a hype? You are now able to answer the question for yourself.
Are you up to date with what's on trend for 2019? Check the Gartner's research here: https://www.gartner.com/smarterwithgartner/5-trends-appear-on-the-gartner-hype-cycle-for-emerging-technologies-2019
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.
If you're wondering where you can get your articles published, so that it reaches a broader audience, we have great news for you: LinkedIn allows you to create and publish articles natively on their platform. Not only can you leverage the wide user base that LinkedIn has, but you can also use their analytics to see how your posts perform.
Like Facebook did with Instant articles, LinkedIn has switched from being a solely networking-based platform, focused on professionals, to a content-based platform that allows its user to educate themselves while spending time on their platform. That's also what both LinkedIn and Facebook (amongst other platforms) desire – to keep you, me and other users on their platform for as long as they can.
Does this feature represent the potential for you to share your knowledge among other people? You bet it does - if “done well”. Let's jump right into how you can publish articles natively on LinkedIn like a pro.
To get started, click the “Write an article” button. Can’t find it? It's right there, have a look:
Isn't this one of the features that has been in front of your eyes the whole time, but remained undiscovered?
Once you hit the button, magic happens. You are redirected to an interface where you can create your native LinkedIn article. Having said that, you can now configure the content: add a headline, background image, write the article, add engaging or educating infographics or other visuals and finally, publish!
We won't leave you without any tips and tricks to get started (just keep reading), but we recommend you play around with this feature to get a better idea of what all you can do.