Within today’s ever technologically advancing world, many businesses depend on digital alone to sustain their marketing strategy. While for many businesses this is a successful and strategic approach, for others it may not have the same effect.
It is important to understand the different digital platforms available and how they can help to effectively market your business. The most readily available digital platform is Social Media, and while there are a plethora of social platforms available, for this digital approach, especially for small businesses, choosing the right strategy is paramount. For more help and advice check out the eBooks and blogs available at Click Consult.
We have compiled a list, what we believe, are the most significant social media pros and cons for small businesses.
One of the main reasons many businesses will turn to social media marketing, apart from your own time spent, it is a free tool. This is a great advantage for many small businesses that don’t have access to a large marketing budget.
Increase brand awareness
Social media marketing allows you to reach big audiences that go beyond your usual loyal customers. It also enables customers to engage and interact with a brand on a more personal level, this will help to successfully increase the awareness of a brand.
Collect customer data
Social media platforms will collect essential data that enables a business to understand trends and engagement levels within their posts, this will help to build upon their digital strategy to ensure all content that is posted is relevant to their target market.
Not every platform will work for every business
When choosing the right platforms for your small business, less is more. It is important to understand how each and every platform works and only utilise the ones that will benefit your business type.
Facebook is widely known for its ability to effectively reach a B2C market, it allows for customers to easily interact and share content and promotions and even leave reviews on products and services. Twitter is a fast-paced platform that enables users to engage through short concise messages. LinkedIn is predominantly used by professionals and therefore appeals to a B2B market. Other platforms such as Instagram and Pinterest are best used for visual content, while YouTube, the second most popular search engine behind Google, is predominantly used for video content.
In order to get the most out of social media marketing, a significant amount of time should be spent building up your brands presence and credibility on each platform. It has been reported that marketers can spend up to 40 hours per week on social media marketing, while studies have found almost half of small businesses will spend on average 6 hours a week on social media. Time should be spent creating content and visuals, responding to customer service related queries, and engaging with customers. Smaller businesses should asses whether they have sufficient resources to ensure a comprehensive strategy is completed, as failure to do so could be detrimental to the brand.
Risk of negative content
As platforms allow customers to voice their own opinions, this allows for the introduction of negative reviews to be left. Without a strategy put in place to deal with such occurrences, these negative reviews could be harmful to your brand.