One of the first questions we get asked by a new client is “What channels should I be on for my business? Do I really need Snapchat?”
The right answer is… wherever your clients or prospects are spending time, THAT'S where your business needs to be. We've also learned that your business should be present where you and your team are most comfortable and will keep up with posting. If you've never tweeted a day in your life, then perhaps Twitter won't be your strongest choice. There’s nothing sadder than a social media profile that has three posts from 2016, and then... crickets. People will think you’ve shut down!
So let’s break down your options among the major social channels to get your business covered on the web:
Facebook for Referrals
You may have heard about all the changes with Facebook, but it’s still the best place for a small business to be on the web. You can show images and video, include clickable links, sell products, share events, and advertise to targeted groups. You want to point your happy clients to leave a review on your Facebook page, since whatever they write will be shared with THEIR friends, leading to more referrals for you! Tip: once you start posting, keep it up!
Twitter for Links
Twitter is great for short, impactful thoughts. You can include links in your posts, so it’s great for pointing back to blog articles on your site. Hashtags rule here, so get good at including ones that are popular to help you get found for your industry or service. Get tips for using hashtags in our blog "Using Hashtags to Connect".
Instagram for Personality
Instagram is like a beautiful magazine for your business....where you can’t read any of the articles. It’s all about the images here - make them pretty, funny, or engaging. But know that if you’re trying to link back to your website or services, this is not the place. Learn more in our blog "What's the Deal with Instagram Business Accounts".
Pinterest for Traffic
Pinterest has over 200 million monthly users, and has become a new type of graphic search engine. Users look to the channel for inspiration, tips and knowledge. So if you have blog content on your website (from tax tips, to types of roofing, to Texas sheet cake recipes), chances are there's a user on Pinterest searching for that topic, and you can drive great traffic back to your website when you create "pins" (aka posts) of your content. Happy pinning!
LinkedIn for Connections
Are you B2B? You better BE on LinkedIn. It's a great place to show your business knowledge, publish articles or link to your website services and content. You can also target ads specifically to find your ideal clients and referral partners.
Snapchat for Fun
Snapchat is good for bigger national brands, but probably not for your neighborhood dentist office or professional service. They do have great targeted ad options, and if you’re throwing a big event you can create one of those geo-filters or a filter with your branding so all of the event's photos represent your business. Remember that all of the info you post disappears after 24 hours, so it won't work well for building a library of content.
Bonus: Google My Business for Search
This is the box that shows up on search as a summary of your business. It's not really a social channel, but the reviews that land here matter a lot, and this profile also aggregates and displays your reviews from Facebook and Yelp. A cover photo and business details are really important here, just like Facebook.
So go claim your channels, fill them up with content that represents the personality and knowledge of your business, and remember to be social!