Keeping social media platforms up to date can require time and effort, but it is necessary. Social media has become a critical part of the marketing toolkit, as important for major corporations as it is for small businesses.
Which social media platform is right for you?
Seventy percent of U.S. adults use at least one social media platform. That's a lot of eyes you can get your products and services in front of if you make the right online choices. Each platform has its own culture and attracts different types of people.
When considering where to put in the time and energy, it's worth doing a little research on the major social media sites.
Facebook is still the number one channel, with over 2 billion users.
Thumbs Up: good for customer service, brand awareness, customer retention, huge audience, accepts almost every kind of content you can come up with.
Thumbs Down: hard to grow organically (you'll most likely need to pay for ads), and you'll have a lot of competition.
Twitter is close behind, with around 336 million monthly users.
Thumbs up: THE customer service platform, excellent for customer loyalty and retention, users follow an average of five businesses and 80 percent have mentioned a brand in a tweet. You can expect quick reactions from your followers, and it is a great place to keep up with industry news.
Thumbs down: content disappears quickly, so you'll need to have some sort of re-posting schedule; you'll also need to generate a lot of content.
Instagram is growing steadily in popularity, especially with people between 18 and 29.
Thumbs up: the premiere platform for posting photos and short videos, great for decorative plumbing brands and showrooms looking to show off their stunning products and projects. It is a popular place for designers and trend-setters.
Thumbs down: While Instagram has the highest engagement rates of any social media site, it's really more about branding than selling. Content must be engaging, high-quality and appealing to a younger audience.
LinkedIn is a professional network for making B2B connections.
Thumbs up: You can grow your network, find qualified employees, and easily research your industry. It's also one of the few platforms that encourages long-form content. LinkedIn users are looking for useful, detailed and industry-specific information, not cute photos and online quizzes.
Thumbs down: LinkedIn is not the place to do a lot of selling but can be a platform for generating and nurturing leads.
Pinterest Pinterest is another highly-popular platform that's become more of a major search engine than a social media platform.
Thumbs up: Pin-It buttons mean any image on your website can be shared and stored away on wish lists and vision boards, and putting up a few targeted boards of your own spread your content even further. Each pin can bring pinners can end up directly to your website, and conversions are high. You can makes pins out of product pages, blogs, web pages, anything visual.
Thumbs down: it takes time to produce content and keep boards up to date, and it can take time to see results in traffic and sales. It is a high competition platform in the home decor/home improvement industries, so effort and strategy are required.
The 80/20 rule
The first goal of any business-related social media account is to get followers. The second goal is to make sure they stick around to see your content. A good practice is to follow the 80/20 content rule, a business principle adapted to social media marketing principles.
The basic idea is this: 80% of your content (blogs, posts, tweets, etc.) should inform, entertain or educate your followers. In the showroom world, you can post about design trends, news about hot products, behind-the-scenes photos or videos, photos of past or current projects, DIY or maintenance tips for plumbing products, local or community events- really anything that isn't asking the viewer/reader to buy something from you.
By following trendsetters in the industry, you will find content to share with your own followers, which will add to the content you produce on your own.
The other 20% can then be devoted to promotional content- sales, products, events and other information specific to the showroom.
Those who don't follow this simple rule do so at their peril! Stats have shown that 45 percent of people will unfollow brands who do too much self-promotion on social media. Even if you have hundreds of followers, why take the risk?
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