Social media sites like Facebook, Twitter, LinkedIn, Instagram, and others are sources of information, entertainment, and an opportunity for businesses to connect with customers.
Did you know? Over 70 percent of Americans have a social media account. And social media usage skyrocketed time during coronavirus (COVID-19). Therefore, it is now more important than ever to provide current and prospective customers an honest picture of who we are as a business on the social media platforms they frequent.
Which Social Media Platforms Matter Most and How to Use Them
Social media is here to stay. For small and medium-sized businesses in Michigan, it’s indispensable.
Facebook for Marketing Local Michigan Businesses
With over 2.6 billion users, Facebook remains the largest social network. Almost half of Facebook users are active each day. When they visit Facebook, they spend an average of 18 minutes per visit.
Seniors are the fastest growing age demographic on the site. According to Pew Research Center, the share of older Americans on the platform has more than doubled since 2012. This trend will likely increase as the middle-aged population ages.
Each Facebook user is connected to approximately 80 pages, groups, or events. When a business has an active Facebook presence, it ensures that the local business is top of mind when potential clients are searching.
What works on Facebook:
- calls to action
- industry-related content
- share-worthy content
What doesn’t work on Facebook:
- lengthy content
- bland content
- poor balance of informational to sales posts
Twitter for Marketing Local Michigan Businesses
85% of Twitter users “feel more connected” to a business after they follow them on Twitter. For business, Twitter is a brand loyalty platform, but does not tend to be lead-generating. Great content from a brand on Twitter may boost follows and retweets, thus contributing to brand visibility.
LinkedIn for Marketing Local Michigan Businesses
LinkedIn’s user base is professionals. Many of these professionals are business owners or connected with companies. Therefore, LinkedIn is an excellent tool for connecting with decisionmakers.
While marketers love Facebook, Twitter, and Instagram, many neglect LinkedIn. However, LinkedIn is the ideal platform for B2B (business to business) marketing. LinkedIn is less effective for B2C (business to consumer) marketing.
Instagram for Marketing Local Michigan Businesses
Instagram is a social media platform with a younger user base. The purpose of Instagram is to compel readers to follow an individual or business, and to engage. This works best for verticals like restaurants, salons, and fitness facilities. That’s because customers post images of their food, haircut, or fitness progress for their friends to see.
Instagram posts can’t include links, so the aim is brand recognition. Instagram is not well-suited to businesses that cannot consistently post interesting images and stories.
What to Post on Facebook as a Small or Medium-Sized Michigan Business
Videos and images are best used to catch the eye of social media readers. Video are often used because they hold the users’ attention .
Videos posted on social media may be used to inform clients about products or services offered. Additionally, videos or images may redirect consumers to the company website or online store.
As an example, a physical therapist could share workout tips or demonstrations. Followers who see the therapist’s posts are more likely to choose or recommend therapist since consumers choose healthcare providers they know, like, and trust through social media.
Call to Action on Social Media as a Means to Attract New Business
Once you’ve gained the attention of your readers with a photo or video, a call to action (CTA) is a great way to guide potential clients to their next step. That’s a great way to use social media for business.
“Do you want to feel better? Contact us today for a no-cost assessment!”
As seen in this above example, calls to action can be used for almost every type of post. Invite your reader to check out your website for a business-related post, or tell them to read the article or video you’re sharing.
Though industry-related or share-worthy content may not lead your reader straight to your website, the posts are more likely to gain likes and shares. This is important because every time your post is shared, someone new has the chance to see you. That’s brand-recognition. When the time comes for that person to need a chiropractor or physical therapist, they’ll remember the interesting health posts you shared and seek out the name they remember seeing or hearing.
Find your balance between business and shareable content. Too many boring posts and calls to action can lead to a stagnant viewer count, while too many share-worthy posts may lead to your readers not knowing what your business does.
Professional Help for Managing Social Media
Creating informative, visually appealing social media content can be challenging. This is especially true when added to all of the other daily tasks business management demands. Fortunately, your Michigan business’s social media program can be outsourced. JCW can manage all of your social media needs, from writing content and adding branded images to posting. Or we can share the load so you can do what you enjoy while we do the rest.
We also offer tools for assessing your current social media presence—and for improving your standing and visibility. Want to know more?