The way we communicate has changed, and Social Media is where it’s at.
More specifically, it’s the content you provide on the various social media platforms and how you connect with your audience.
Prospective clients will look you up online before they connect with you. (Isn’t that what you do, too?) They’ll visit your website. They’ll check out your professional profile and network, as well as your company’s page on LinkedIn. They’ll see if your business has a Facebook page. They’ll find your visual content on YouTube… All this happens before they will even contact you directly.
These are all opportunities to impart a positive or negative impression, and the prospect will act accordingly.
Provided all the basic elements are in place (is your website mobile-ready?), you can use social media platforms to set yourself apart from your competitors in a number of ways:
- The more active you are, the greater the number of times your prospects will see you.
- The more value (engaging content) you provide, the more your following will grow.
- The greater your following, the more impact your marketing efforts will have.
Best of all, if you do it right, search engines will treat your efforts favorably and reward you with higher rankings in SERPs (search engine results pages). And that is a big deal, because you’ll have to spend fewer dollars on advertising; but it doesn’t happen overnight.
Which social media platform should you consider?
That depends on where your target audience hangs out. According to a 2015 research study by the Internet, Science & Tech division of the Pew Research Center,
- 25% of professionals are virtually connected on LinkedIn
- 72% of adult online users are on Facebook
- Messaging apps are popular with younger demographics but are becoming more popular with the above 50 group.
- Overall social media usage has experienced a 10-fold increase between 2005 and 2015.
What can you expect with consistent activity in social media?
Again, that depends on your business, your objectives and the strategy you employ.
- Anything you do online is registered and rewarded with “search engine juice” when optimized.
- Engaging in online dialog leverages your time.
- Social Media activity shows your business is relevant and actively engaged.
Consistently being engaged with your target audience creates, builds and nurtures relationships. This moves prospects further along in their decision to engage, and reassures current clients that their trust in your business is well-placed.