A whopping 4.2 billion people are active on social networks today, representing more than 50% of the world’s population. Most of them cavort on Facebook. Especially among young people, other platforms such as Instagram, TikTok, Snapchat, and Clubhouse are used enormously. It can therefore also be worthwhile for companies to be active on social media channels with marketing, to push their own profiles and to place advertisements.
But time and again, also due to the most diverse headlines, the question arises to what extent social media marketing is a curse or a blessing for companies.
That’s why, in this blog post, we’ll tell you some facts and background on why and when these networks can be useful or harmful for you as an entrepreneur.
Blessing for entrepreneurs
First of all, I’ll show you the reasons why it can be worthwhile for you and your business to use social media channels, before we get to the disadvantages and difficulties.
Business card of your business
Your social media presence can be an excellent business card for your company, in addition to a very good website. Here you have the opportunity to showcase your services and products in the best possible way and on a recurring basis. Social media offers a way for you to communicate news to your followers and fans on a regular basis outside of email marketing, for example, and create incentives to buy.
Increase your reach
The more platforms your company appears on, the more likely it is that more and more people will become aware of you and what you offer. Not everyone is signed up everywhere or follows the same companies on all networks. For this reason, you address accordingly different users and can increase your reach with certain strategies (e.g. with varied hashtags).
Address your target group better
Instagram, TikTok or Facebook address different target groups. This is shown by many statistics, which can even give you a lot of information about the users of these platforms. Therefore, you can choose exactly those networks for your social media presence that are most likely to appeal to your target audience. For example, if you should be able to sell your services or products better to people around 30, Instagram would be a good choice. If most of your customers are younger, TikTok might be more lucrative.
Run PPC with a manageable budget.
Google Ads for ads on Google Search can pay off very well; at least if you hire experts from the Monkeys.Digital Google Ads agency, for example. But just also about social networks, such as Facebook or Instagram, YouTube or TikTok can be paid advertising targeted to the desired target audience. So far, the prices for TikTok advertising are still so low that by the end of 2020, all German-speaking users could be reached with just €1,000.
So it can be a good investment to place PPC on social media, as long as the campaign managers really know their stuff.
Should you need assistance with this, sign up for a free initial consultation with true Google Ads experts and we’ll be happy to help:
The downside for entrepreneurs
The advantages mentioned may sound very rosy for you at first. However, you also need to consider a few things for positioning yourself on social media as an entrepreneur:
High time investment
One thing in particular is associated with increasing reach via social media: immense time investment. Creating photos, videos and audios, post-processing them, researching hashtags, appropriate post texts, etc.
Especially at the beginning, when few resources are available and hardly any followers have been generated, this can be very cost-intensive.
On the one hand, if you, as an entrepreneur, manage the accounts and create the content yourself and thus can take care of the rest of the business much less.
On the other hand, if you have to buy someone whose tasks consist of maintaining the accounts and creating new content.
If your business already has a certain reach, then getting into content marketing via social platforms can really pay off.
The danger of addiction
Not only regular users, but also entrepreneurs and aspiring influencers are at risk of becoming addicted to social platforms if they manage their accounts themselves.
On the one hand, you might develop the urge to keep checking your profiles to see the likes, followers, or comments that give you a positive feeling and release happiness hormones. It would be much better if you disable notifications for reactions, you set certain times when you analyze and discuss your content input and collect more ideas.
On the other hand, it’s possible that you’ll get stuck looking for inspiration and best practices from other accounts on the relevant platform and lose sight of your core business as well as company management.
Successful influencers put a lot of time and effort into creating their content but, contrary to what many may think, otherwise spend relatively little time on the social channels themselves. In fact, they often have someone to answer comments and messages for them, but users rarely notice.
PPC always costs
No matter how expensive an ad is on Facebook, Instagram, TikTok and the like, it always costs money. As I already mentioned, paid advertising is only a real investment if you have PPC experts on your side and the campaigns have the desired effect on your prospects. Otherwise, it’s a waste of money. If you want to use your PPC marketing effectively, then the Monkeys.Digital are the optimal contact point for you. Arrange a free initial consultation with them here:
Shitstorms can destroy your business
Time and time again, headlines pop up about companies because they share certain content with their community that offends or even appalls them. Such marketing failures can cost you dearly. Due to the fact that content has to be produced and published quickly in order to build up reach, many content creators no longer think carefully about how their images, texts, comments, videos, etc. can have not only a positive, but also a negative effect. While on the other hand, there are likewise examples through which the company has been able to create a stir and subsequently more sales in this way, it can just as easily bring the entire company into disrepute and even complete downfall.
Conclusion and tips on social media marketing
As you can see from this article, social media marketing can be both a blessing and a curse for you and your business. So, keep the following points in mind to effectively increase your reach and conversion rate with social media:
- Build a good reach before you invest a lot of time and money in social platforms.
- Develop your own branding for your business first, which you can also use for Instagram and co.Determine your
- target audience, adapt your content to them and choose the appropriate platforms based on your potential customers.
- Hire someone to take care of content creation and account management.
- Discuss content with the content creator and your leadership team before creating and posting to eliminate potential pitfalls of a shitstorm.
- Have PPC switched only by experts.
- Periodically analyze the costs and benefits of your campaigns.
If you implement all this, your product or service offers a good added value, then success with social media marketing will not be long in coming.
Good luck and best regards
PS: Here in this article you will find even more tips for more reach of your business.
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