What are the Top Business Social Media Sites?Statista ranks the ten most popular social media sites in the United States by the number of mobile active users (as of September 2019). Quantities listed are in millions:
- Facebook: 169.8 users
- Instagram: 121.2 users
- Facebook Messenger: 106.4 users
- Twitter: 81.5 users
- Pinterest: 66.9 users
- Reddit: 47.9 users
- Snapchat: 46.0 users
- WhatsApp: 25.6
- Messenger by Google: 17.6
- Tumblr: 16.7 users
- Facebook Messenger
- Google My Business
How Can I Promote my Business on Social Media?Every business needs a social media presence. By now, you’ve probably come to terms with this. However, navigating the terms on how to market your business on social media proves to be a little blurry, for most. Regardless of the platform you choose, the basic concepts for digital marketing success on social media remain fairly consistent:
- social media followers,
- B2B networking on social media, and
- social media reputation management
How Can I Get More Social Media Followers?We all claim we don’t care about the number of followers we have or our business has, but we do. And, in all fairness, for business purposes, you should! As marketers, we know that a social media following count isn’t a total guarantee of a brand’s value. At the same time, we know that having a solid host of social media followers for business purposes sure doesn’t hurt. Like it or not, consumers look at the number of followers your business has on social media. This affects not only their decision to follow you but also, how much they trust your brand, as a whole. In turn, this influences your ability to convert. This may seem like a stretch, on paper. But, at the end of the day, it’s reality. A few helpful tips to gain more followers on social media include:
- Follow accounts of real people and businesses that are relevant to your industry.
- Make sure your entire profile is filled out and correct.
- Share valuable content often. Opinions, Data, News, and Trends tend to do well.
- Engage with your customers. Don’t just share links.
- Use hashtags
- Partner with other brands
Can I Use Social Media for B2B Marketing?Most B2C businesses have been using social media sites to grow their businesses for a while now. However, many B2B companies have struggled to hop on board. Although strategies vary slightly from B2C, the same principles apply. Any brand can create a social media profile and post a few tweets, and all too often, we see B2B companies struggle with social media marketing.So it’s time for B2B businesses to recognize what they’re potentially missing out on. Even though your business model targets other businesses as the consumer, you’ve got to bear in mind this question: Who makes up the businesses my company sells to? Right…people.
A few helpful tips for B2B marketing on social media include:
- Invest in social media analytics
- Use a conversational tone.
- Engage with your audience. This is the only thing that sets your profile aside from a run-on commercial.
- Put the right people in charge: find a company who excels in social media marketing services.
- Take advantage of user-generated content. If you aren’t getting any, start sending out free swag, free gift boxes, etc. to get the ball rolling.
- Run a contest and ask customers to post about experiences. Hearing crickets? YOU start by leaving reviews from vendors you purchase from.
Don’t restrict your social media efforts to just LinkedIn
Can I Use Social Media for Reputation Management?Businesses of every size can benefit from social media reputation management. But, what exactly is that? Social media reputation management is the process of posting strategic content, like we mentioned before, monitoring social media sites, listening to those who talk about your business and engaging in those conversations. The goal is to positively shape the consumer’s perception of your brand. Leveraging social media, especially with respect to reputation managment, is especially important for dental marketing, hospital marketing, law firm marketing and plastic surgery marketing. Social media reputation management also extends to channels such as review sites, local business directories, and a host of others. Basically, anywhere where someone may post about your brand.
A few helpful tips for social media reputation management include:
- Resolve issues that could affect your business’s reputation.
- Post engaging, relevant content. Don’t let your page go stale or be a breeding ground for negative reviews.
- Focus on increasing reviews, instead of just growing followers.
- Pay close attention to your reviews on Google and Facebook, as these are the most powerful.
- Share your best reviews on social media.
- Turn social media keywords into data. Is there a certain employee that customers talk about in their reviews? Are customers happy with wait times? Use this information to your advantage.
Which Social Media Platform Should My Business Be On?Prioritizing on the wrong social media platform or prioritizing the wrong type of content for the platform is one of the most common mistakes we see. Social media is fickle and changes often, so it’s an easy mistake to make. Creating and maintaining an effective social media strategy takes time and consistent effort–two things most business owners typically run low on, after everything else they’re juggling. The first step is recognizing the most popular social media platforms. This allows you to maximize your reach. But, like everything else in life, you’ll need to weigh quantity as well as quality. While one business gets tons of Facebook engagement, another business may perform better under the umbrella of Instagram’s photo powerhouse, while another picks up speed on LinkedIn. If you’re a business owner trying to promote your business on social media, as well as run your business, you don’t and won’t have time to exhaust your efforts across multiple platforms effectively. So, you’ll want to cast a wide net for brand awareness and then, hone in on the social media sites that work best for your business.
Social Media for Brand AwarenessEffective use of top social media for business includes having a presence on as many social media platforms possible, in order to create awareness. And, from here, you’ll strategically double down on the platform best suited to meet your company’s needs. How do you create awareness on social media platforms? Awareness is enhanced by:
- effective content marketing on the top social media sites,
- collaborations with social media influencers, and
- advertising on the top social media sites.
How Do I Choose One Social Media Platform for My Business?To narrow down the scope of platforms, you’ll need to ask yourself the following:
- Are you a B2B, B2C or both?
- What’s your end goal?
- Who is your target audience?
Top Social Media Sites for Business: FacebookFacebook still reigns as one of the top social media sites for business. Most Americans use it daily, which continues to provide the platform for businesses to maximize visibility online. The platform’s design helps businesses focus their social media marketing efforts towards a well-targeted market demographic.
Business Facebook PageFacebook not only encourages businesses to create a business Facebook page, they demand it. Anyone caught conducting business on a personal profile risks being shut down. It doesn’t cost anything to set up a Facebook Business Page. And, once you’ve posted it, Facebook offers the chance for businesses to join communities of other Facebook members, to add updates to their page, and to promote their page, all free of charge. There really isn’t a catch, here. Facebook is one of the easiest platforms to start off with. All of the content flows seamlessly from your business page to your personal page–text posts, videos, images, Facebook lives, and stories. Businesses who use these pages for content marketing, instead of sales pitches, do better at attracting attention and likes for their Facebook page. Why is this important? Facebook’s algorithm prioritizes content that interests your audience. So, posts that get more comments, tend to show more, thus, getting more comments. Exponentially growing. So, you really want to consider what your audience wants when posting to your Facebook business page.
Facebook AdvertisingFacebook offers it’s own form of advertising with Facebook ads. Implementing Facebook advertising into your social media marketing strategy provides the ability to fine-tune your advertising campaign by:
- applying demographic targeting by age, location, education, and interests,
- set ad budgets,
- run simultaneous ads in order to compare data, and
- measure your results.
Top Social Media Sites for Business: InstagramWhile Instagram may be younger, with fewer users, than its parent company, Facebook, Instagram is still a top social media site for business.
Instagram AdvertisingLike Facebook, Instagram provides a platform to tell visual stories through various ad formats. With over 800 million active users scrolling through feeds, how can you make your business stand out in the sea of infinite graphics? Instagram advertising. Because Facebook owns the platform, all of the tools we mentioned previously may also be used here. Advertising on Instagram is typically utilized to grow brand exposure or recognition and generate new leads–top of the funnel tasks. Most businesses tend to disregard “top of the funnel” advertising, but we’re here to tell you, it works.
Get More Followers on InstagramWhile it’s easy to see the value of Instagram advertising, getting organic traffic from viewers is a better goal. Although much more difficult, organic traffic helps grow your business exponentially, over time. Having a large organic following means that you have a number of people who are genuinely interested in your brand. And, over time, if you have enough followers, they’ll do the marketing for you, by sharing posts. This is the end goal. Why? Because a re-post by a familiar face is much more likely to convert potential customers, clearly.
Instagram InfluencersThis is where the line blurs a little. Popular personalities on social media are called “influencers”. They’ve gained an audience by relating to them. So, their audience trusts their opinion, almost blindly. While some remain true to their likes and dislikes, others sell out and promote products, regardless of how they feel. It’s a double-edged sword we aren’t here to debate, just provide the information. Businesses can promote products by paying influencers to post or speak about the product. Obviously, this isn’t an option for every industry, and we advise you to consider this with caution.
You can even give some products to your employees as a gift and engage them in the promotion proccess.
Top Social Media Sites for Business: Facebook MessengerMessenger used to be a messaging feature used within Facebook. But since 2011, Facebook turned the messenger into a standalone app and slowly expands its features. Businesses can now advertise, utilize chatbots, send out newsletters, and the list of capabilities continues to grow. Like Instagram, Facebook Messenger integrates well with its parent, Facebook. Facebook users actually prefer the mobile application because of its added features. So, how can your business use this top social media site for your business?
Customer Support on Facebook MessengerMessenger allows users to instantly share text messages with each other, at no cost. So, you can incorporate customer service supported by live chat that works on Facebook Messenger. You can link to your Facebook Messenger from your Facebook page or website and then, immediately communicate your customers, using text messaging, essentially. And, according to Pew Research Center, most younger adults prefer to communicate this way. So, for businesses targeted to millennials, Facebook Messenger is a must. This provides a way to minimize any negative banter, that if ignored, would certainly be posted publicly.
Delivering Content on Facebook MessengerThe most common approach to delivering content is via email. However, Facebook Messenger could prove to the be better alternative, depending on your audience. Are you hosting an event for your business? Use Messenger to send a reminder to those who have signed up. You see that Messenger allows you to push content to a wide range of subscribers. It also allows followers to pull in information for themselves. Wait, what? Many businesses have started using chatbots to help their followers find information from their website. This provides a great, completely non-intrusive way to deliver the content that the customer wants to see! We’ll admit, creating a chatbot that allows users to search content is a little more technologically complicated, with the proper tools and skill-set, it can be done. Sidenote: There are some pretty amazing tools by MobileMonkey to help you create mobile chatbots.
Re-Engage Your Audience on Facebook MessengerAt this point, you’re probably asking yourself: How do I get people to talk to me on messenger without looking like a creep? Facebook ads. Retargeting. Click-to-Messenger ads allow you to direct your audience from their news feed directly to a conversation with you.. or your chatbot, whatever works. Furthermore, sponsored messages allow you to initiate a conversation via Messenger with anyone who has previously messaged your Facebook Business Page. However, proceed with caution, here. People consider their Messenger to be private. They communicate here behind closed doors, so to speak. Only use this feature if you’re sure your audience will welcome it. Popping into someone’s messenger with a 10% off coupon may just land you into the land of un-followed.
Top Social Media Sites for Business: TwitterTwitter is known for its fast-paced delivery of news, sports, entertainment, and we can’t forget politics. (Shout out to the POTUS for that.) A characteristic unique to Twitter is the character limit for tweets. We can see how this is essential, as the key to Twitter is its strong emphasis on real-time info.
Twitter Used for Customer ServiceTwitter users are all or none–they either never use Twitter, or they Tweet about every single aspect of their day. So, it should come as no surprise that Twitter users frequently tweet about purchases or considerations of the like. And, on the same token, according to Twitter, 85% of its users think businesses should provide customer support on the platform. This isn’t a problem. Because tweets are quickly seen and pushed down by newer, more interesting tweets, many businesses use Twitter as a way to service customer requests and manage conversations. Twitter actually has a special customer service feature that allows you to quickly respond to your customers’ needs. This helps you manage your brand’s online reputation, develop good relationships, and encourages customer loyalty.
Using Hashtags for Your BusinessHowever, with over 70 million Americans tweeting and re-tweeting, your company’s tweet is certain to get lost. To combat this, Twitter encourages users to tweet using unique identifiers, called “hashtags.” Anything beginning with a “#” more than likely falls into this category. Go ahead and erase “pound” from the white board in your memory. Every popular social cause, wedding, sports team, and probably every concept imaginable has a hashtag attached to it. The process of utilizing hashtags for your business is simple: make up a catchy phrase and run with it. Ask your employees, customers, grandmother, everyone to use the hashtag when talking about your business, asking a question, anything associated with your brand…The list goes on, seriously.
Twitter AdvertisingLike the other top social media sites for business, Twitter offers paid advertising, as well. The most popular form of paid advertising on Twitter is the promoted tweet. This idea is super simple. You can pay to display your tweets to those who are not already following you. Like regular tweets, they can be retweeted, liked, so on and so forth. You can think of these as the native ads on Google, except for Twitter, because they blend right in with the other tweets, except for the “promoted” label at the bottom. You can also opt to promote your account, instead of a single tweet. This puts your account into the “Who to Follow” suggestions and search results. Although a little more complicated, you can also promote your business as a trend. Trending topics on Twitter are the topics that get the most interaction. They appear on the user’s timeline, explore tab, and on the top of the Twitter app. Promoting a trend allows you to put your company or brand’s hashtag at the top of that list. When users click on your promoted trend, they’ll find a list of organic searches related to the hashtag, with a promoted tweet from you at the top. Once users start using your hashtag for themselves, you can gain exposure both organically and exponentially. This seems like the best option, but there’s a catch: this isn’t available for everyone. To see if you’re eligible, you can send a direct message to @TwitterAdsHelp. Businesses can also create video ads on Twitter, work with influencers, and use brand advocates to constantly tweet about their products.
Top Social Media Sites for Business: PinterestPinterest is a discovery platform, no doubt about that. The majority of searches are unbranded. This means that Pinners are open to new ideas, new products, and new brands. They aren’t there to search for your business, specifically. But, they can discover your business there. The Pinterest search function finds images based on keywords and tags so with a little strategic tagging, your business can gain organic traffic from any user searches that include the keywords used for a photo. If you want to step your tagging game up, we suggest hiring a digital marketing agency that offers and specializes in SEO services, as we know what your audience is searching for and exactly how to word your descriptions to gain the most traction. Now, we’d be considered misleading if we didn’t include what we’re already all aware of here. Hold onto your seat: Pinterest appeals very strongly to females as opposed to males.
Pinterest Female DemographicBusiness Insider reports that over 80% of Pinterest users are women. Pinterest gives the following details about its Pinners:
- 40% make more than $100,000 per year
- 50% of millennials use Pinterest at least once per month.
- 72% use the Pinterest system to decide what to buy.
- 80% say they access Pinterest by smartphone.
- 87% purchased something by seeing it first on Pinterest.
- 93% say they use Pinterest to plan for future purchases.
Pinterest AdvertisingPinterest ads offer you the chance to build awareness to over 250 million Pinners looking to discover brands like yours. The open mindedness of the typical Pinner, paired with Pinterest’s search algorithm provides a great environment for success. 98% of Pinterest users say they’ve tried something new that they found on Pinterest, versus the 71% on other platforms. This make Pinterest one of the best online selling sites, as well! Pinterest advertising goes beyond the scope of building awareness. Brands using Pinterest ads can see results. More than 50% of Pinterest users have made purchases after seeing a business’s content there. Furthermore, Pinners spend around 29% more than non-Pinners. Similar to Twitter, Pinterest offers a variety of ad types. Your Pinterest ad campaign type will determine the format you use. The most popular ad type on Pinterest is the simple, Promoted Pins option. These appear in the home feed and search results, just like all of the other Pins. The only differences are that they’re boosted and targeted to deliver and have a tiny “Promoted” label. Pinners pay much less attention to this than those utilizing other top social media sites. Users can (and often do) pin the content to their own boards, share them, and comment on them. The most exciting feature is that once a Pinner shares your post, the “Promoted” label disappears. There’s more. Any and all re-pins are considered earned media. You get every single bit of that exposure ABSOLUTELY FREE. And, unlike Twitter, these pins don’t really get buried under piles of content. Once a user searches, once your pin has been shared, it reappears until you delete the content.
Top Social Media Sites for Business: RedditReddit just found its way to the Top Social Media Sites for Business list. So, as of current, it’s still a somewhat intriguing mystery to most of us marketers. Reddit is a social media platform that allows users to ask questions, submit links and images, and discuss topics. The users have the ability to bump the post up or down, according to how interested they believe the discussion is. Advertising on Reddit will certainly be a challenge for those willing to tackle it. But, with it’s growth, it could have the potential to completely skyrocket the businesses who have the ability to master the challenges it presents. And, it can be done. At this point, with so little known, it’s still a risky investment and one that we’re continuing to learn about. The platform comes with a wide array of it’s own challenges. Reddit’s primary purpose is to expose users to top-trending content. And, at face, it seems to be in a completely random pattern. Perhaps, even too random to strategize around. Also, Reddit users are notorious anti marketing crusaders. (We understand guys, no hard feelings.)
Suggestions for Reddit Social Media MarketingIf you want to advertise on this platform, we would suggest starting by identifying subreddits that could create a connection between your brand and your ideal audience. From here, you’ll make a list of topics that your audience will most likely be interested in. Then, you’ll prioritize that list by how many subscribers each subreddit topic has. You’ll want to see if the topic is “active” and if you are allowed to share content or promote on it. This strategy will require a lot of manual research, as there aren’t really any tools that hone in on the newer platform. If you’re still up for the challenge, this step is critical: Start by engaging with subreddit communities. Do NOT begin by promoting. Like we said, this platform is known for having a polarized audience that absolutely rejects marketing of any kind. Use the Reddit platform as an opportunity to get to know your target audience. After a while, consider posting content that your community will find valuable–for free. Reddit does offer paid advertisements. But, with what we know, especially what we know about the social atmosphere of Reddit, we believe that it’s best to use the organic approach on Reddit, at least for now.
Top Social Media Sites for Business: SnapchatIf you’re looking to advertise on top social media sites, Snapchat probably isn’t the first platform to come to mind. However, the choice of social network ultimately depends on the nature of your target audience. If you specialize in youth-related or youth-oriented product, this is the platform for you. At first, Snapchat was slow to hop on the advertising train, but they’ve now made it easier and affordable to advertise on their platform now. Despite Snapchat growing on the list of top social media sites for business and offering a range of marketing possibilities, many businesses are still slow to invest heavily on advertising here. Irregardless, the platform’s popularity with Millenials and Gen Z cannot be ignored. These two age groups make up almost a quarter of the United States population and spend over $200 billion a year. Snapchat users are also highly engaged with each other.
Snapchat Paid AdvertisingAs with every other type of online adverting, the key to success is knowing your target audience. Don’t waste your time creating fancy ads, seriously. Snapchat users don’t respond well to anything that looks like expensive or tasteful marketing. By the time you’ve got the creative, they’ll be on to the next trend. Ads that look natural will win the Snapchat crowd, over professionally crafted ad content. Literally, use your iPhone, like you were a child or young teen showing off a fresh pair of Nikes.. that, my friends, is the secret to Snapchat ad success.
Snapchat Ad TypesLike the other top social media sites for business, Snapchat offers an array of ad types to promote your business. The most popular form of Snapchat ad is Top Snap Only. These ads display a single piece of content at the top of user’s feeds. You can choose to run these as images, GIFs or video, similar to the organic stories you’ll be featured beside. The key here is to make it feel organic–to blend in with the user’s friends and those they follow. Snapchat also offers long form video content. This can be up to 10 minutes in total length (umm..that’s basically a short film, in our book!) This is more or less for promoting films, YouTube channels, or other substantial pieces of content. A unique feature on Snapchat is a location-based filter. Businesses can pay to own a geographically defined space for their physical locations. These can be for locations of a business that are permanent, such as stores or restaurants, or for temporary locations used by them to promote events. Another popular feature that is unique on Snapchat is the ability to sponsor lenses. Lenses are used to add overlays to the Snapchat users’ photos. These can be backgrounds or funny things like animal ears and noses. Businesses that pay to sponsor the lenses have their brand logos promoted by them.
Top Social Media Sites for Business: WhatsAppWhatsApp, a pun on the phrase “what’s up”, is another new addition to the Top Social Media Sites for Business list. It’s actually now the leader in most of the world, with 1.5 billion monthly active users. Seriously, that magnitude of market penetration cannot be ignored. But, how can you use WhatsApp for marketing your business? Similar to Reddit, it’s a relatively unexplored frontier. So, there are equal doses of risk and reward for early adopters. WhatApp has versious for iPhone, Adroid, Windows, and even the Nokia S40. It’s the prefered alternative to SMS messaging in 109 countries–56% of the world, and that number continues to grow. WhatsApp users prefer to communicate via “dark social”–sharing content on private channels, as opposed to public networks, like Facebook. However, ironically enough, WhatsApp has an incredible engagement rate. 98% of mobile messages are opened and read, with 90% of those being opened within 3 seconds of being received. At this time, WhatsApp doesn’t sell adspace or have any business-specific features, yet, so you’ll have to get creative with your marketing approach.
Examples of Successful Marketing on WhatsAppThe most innovative marketing technique we’ve seen so far was by Absolut Vodka: For a new product, they decided to host an exclusive launch party, with only two invitations available to the public. To enter to win these tickets, users had to use WhatsApp to contact their imaginary bouncer, named Sven, and convince him to invite them. Hellman’s wanted to inspire users to think of mayo as a cooking ingredient, not just a condiment. They invited website visitors to submit photos with the inside of their refrigerator, along with their phone number. Through WhatsApp, they were connected with real chefs, who crafted recipes using Hellmans and the contents of their fridge. Chefs even taught some how to cook the meal, through pictures, videos and various other WhatsApp features. The results? 13,000 participants spent 65 minutes, on average, interacting with the brand–FREE! Keep in mind, WhatsApp is intended for instant replies. So, make sure you have the resources to dedicate if you’re considering this as an option for social media marketing!
Top Social Media Sites for Business: TumblrTumblr is also a newbie on the Top Social Media Sites for Businesses list. This platform is essentially a social media networking site for mini bloggers, giving the ability to share text, links, photos, videos, audio clips, and the list continues. It’s become one of the best places for discussions of super niche topics. Similar to SnapChat, Tumblr focuses more on the younger crowd. 43% of Tumblr’s users are under 25; 34% are under 35, and 26% are under 45. So, if your business primarily targets those in their late 30’s and up, you can probably invest time elsewhere. Should you market your brand on Tumblr? That’s really only a question you can answer, after you’ve checked out the platform. If you’re going to build a solid presence on Tumblr, however, keep in mind that the content you create will have to be different than the other social media platforms you currently use. While you can post with a professional tone on platforms like Facebook, Instagram, LinkedIn, etc, similar to Reddit, the Tumblr community tends to reward creativity and humor over professionalism. If your brand has the “coffee shop vibe” that primarily targets the younger crowd, this may be the perfect platform for your business!
Content Marketing on TumblrBefore you begin your content marketing strategy, you’ll want to invest the time into finding Tumblr blogs that fit in well with your industry. You can find several active communities to study. Keep in mind that Tumblr rewards creative minds, so try to keep your posts as visually engaging as possible. Tumblr gives the option to insert links, giving you the option to guide users to a promotion or landing page on your website. The platform also offers a unique chat feature. Users can stimulate conversations between two or more people, which shows up in dialogue format. Many businesses opt to use this options for witty product descriptions. The key to this platform is using your humor and displaying any quirks in your personality! Although most platforms allow you to create a post and let others interact, Tumblr really isn’t the place for that. The Tumblr community thrives on two-way communication and actual, genuine engagement between the creator and the audience member. So, keep this in mind before making your decision.
Paid Advertisement on TumblrTumblr provides you with a host of features that you can use to market on the platform. Similar to Twitter, you have the option to create sponsored posts, which behave just like regular posts. You’ll have a greater reach because the Tumblr user doesn’t have to be following you in order to see the ad. If you want to ramp up your efforts, Tumblr also allows sponsored videos. These are short videos that auto-play and loop on the user’s dashboard. They behave similarly to sponsored posts, except there are additional analytics available–you can see your stats on views, engagement, loops, and a few others. We suggest including a call to action in these posts, as CTAs can drastically improve purchase intent. The final option is completely unique to Tumblr: Sponsored Day. For this campaign, Tumblr allows you to pin your logo and tagline to the top of all users’ dashboards for 24 consecutive hours. This links to the Explore page, where you can share curated content. For all three options, Tumblr provide an analytics tool. While there really aren’t any in-depth analytics available, yet, it’s a good start to see if it’s worth continuing.
Great Social Media Site for B2B Networking: LinkedInMarketing on LinkedIn can help you reach a solid professional audience. Not only are LinkedIn members typically influential, they also have two times the buying power of those on other social media platforms. LinkedIn may not be one of the biggest social networks, but it’s certainly one of the most lucrative. Because LinkedIn is a social media platform designed specifically for business-to-business networking, it’s not completely free to join and use, with respect to marketing. There are some free basic search features available. However, in order to gain full access and make contacts, LinkedIn charges a monthly subscription fee. Some of the most compelling reasons to have a LinkedIn account are the opportunities to:
- make new connections,
- generate leads, and
- network with others.
Recruiting Talent on LinkedInLinkedIn is an excellent resource for businesses looking to hire top talent. The reverse is also true. Those searching for a great job can network effectively on LinkedIn to help advance their careers. Many of the best positions are never advertised by companies. Likewise, many of the best candidates for those positions are not necessarily looking for another job. LinkedIn claims that actively networking is surpassing the effectiveness of typical staffing agencies, for both employers and employees. The platform proves to be more direct, more effective, and less costly.
Content Marketing on LinkedInForbes reports that LinkedIn is the most effective social media for B2B content distribution. Content distribution accounts for 94% of B2B marketing efforts and 81% of sole product launch marketing. B2B Conversion rates from LinkedIn referral pages are higher, compared to other social media platforms. Like the other social media platforms, LinkedIn provides user the opportunity to post text, images, videos, and links. The platform also provides a user-friendly way to find trending topics that relate to your industry, right there on the platform! When creating content, especially for LinkedIn, keep your target audience in mind. This platform needs deep posts (over 1,500 words, at least) with solid information in order to be successful. Most of the time, the little two to three hundred word tidbits won’t cut it. Your going to have to invest serious time, but you also have the potential to get serious results on LinkedIn.
Paid Advertising on LinkedInLinkedIn recently updated its advertising platform and added new tools to the LinkedIn marketer toolbox. It offers sharper targeting options and objective-based advertising. What does this mean? It means that you can now run your campaigns around specific goals, such as engagement, brand awareness, or lead generation. Like many of the other social media platforms, LinkedIn offers sponsored content in the form of images, videos, or carousels. These run similarly to Google’s native ads in LinkedIn’s news-feed and Lead Generation forms. Another option is Direct Sponsored Content. These ads aren’t published to the LinkedIn page feed, but they still look like a regular post. The advantage is that you can tailor different posts to specific audiences without bogging down your own page. You can also choose to run ads that send messages or emails to a target audience. Keep in mind that LinkedIn member can opt out of receiving both, though. If you’re not wanting to go with the “organic look” and don’t mind your ad looking like an ad, they also offer the standard ad formats in text and dynamic that are measured by cost-per-click or cost-per-impression.
Great Social Media Site for Reviews: YelpYelp is an extremely popular review platform, used both online and by mobile users, when searching for places to visit. Marketing your business on Yelp is both simple and effective:
- Yelp provides business tools for free.
- The setup process is simple: claim your free Yelp listing and input your business information.
Yelp AdvertisingAccording to Yelp, 140 users navigate the platform monthly. If you want to bump up your Yelp impressions, you can opt to invest in their paid advertising opportunities. One effective method includes placing your brand on top of the Yelp listings of your competition, but besides this old trick, it’s probably not worth the money. Just remember, businesses who manage their online reputations do much better than those who don’t.
Great Social Media Site to Boost Organic Traffic: YouTubeYouTube falls into the somewhat strange category of social media and search engine crossover. The video sharing platform allows you to grow your business in three ways:
- creating videos and channels,
- paid advertising, and
- working with influencers.
YouTube VideosAny business can sign up for a free account on YouTube, produce a video and upload it for the public to view. The low cost of video production technology allows businesses to post videos on YouTube essentially free. Unfortunately, posting a video doesn’t ensure views. Unless you promote the video or create a series of compelling content or both, your post may easily go un-viewed. However, your video will do much better if you post a YouTube video that is:
- considered quality content by your audience,
- compelling, and
- promoted properly.
YouTube ChannelsBusinesses that make more than one video can create a YouTube channel. Having a channel with multiple videos available for viewing gives a business many ways to interact with YouTube users. Besides giving likes and leaving comments, YouTube users can subscribe to a channel. Subscribers automatically get notices when new videos are posted on the channel. Channels are best when there is a steady flow of interesting content that increases in popularity. Your YouTube channel may offer playlists of videos in a pre-selected order that automatically play in sequence. Similar to Facebook, YouTube also offers the ability to conduct a live stream of a show as it is happening.
YouTube Paid AdvertisingThere are 3 video ad formats on Youtube:
- TrueView ads come in two different formats: In-Stream and Discovery. The audience is able to skip both types of ads after 5 seconds, whether they’re at the beginning of the clip (In-Stream) or in the top right sidebar (In-Display).
- Pre-Roll ads are non-skippable and considered pay-per-click.
- Mid-Roll ads appear at the midpoint of 10 minute or longer videos and are also non-skippable.
- Bumper ads are non-skippable, like the pre-roll ads, but are considered pay per view, like TrueView ads.