Can Less Really Be Better Than More In Social Media Marketing?

social media marketingSocial media marketing can be effective at engaging with your current and potential customers in a two way conversation. It can also help you drive visitors to your website, blog and promote your brand (if you have one). Despite these great benefits you must remember that social media tools should be seen as another aspect of your overall marketing strategy.

According to author Catherine Parker, when it comes to using social media in your marketing, less can sometimes be better than more.

There are so many social media options available to small business owners and sales professionals; it’s easy to get overwhelmed. Many of them are free or very low cost so they become very attractive to small businesses that are often operating on “shoe-string” marketing budgets.

In my business I tried to use as many of the social media available, but I found it challenging to keep my focus in order to make my efforts pay off. Focus, consistent social media campaigns are very time consuming because you have to constantly engage your audience to really see significant marketing benefits. So using lots of social media tools can quickly monopolize your day.

The little secret is not how many social media tools you use, but how effective you use them. So don’t believe all the hype about every new tool you hear about. Your success will come from your focus on a few tools that fit your overall marketing strategy.

Understand Your Target Market

When selecting which social media option to invest your time and efforts in, you must have a good understanding of your target market. You will need to know what social media places they use or hang out at.  For example if you are targeting older, business professional types you would be better off focusing your efforts on LinkedIn instead of Facebook, even though Facebook has more users.

 Know Your Strengths

Do you have more time than you have money? If this is the case you might be able to take on a few more social tools. However, if you feel like you’re always strapped for time, but your cash flow is healthy you could consider outsourcing or hiring someone to manage your social media campaigns.

Responsive Engagement is Critical

If you have a Facebook business page or a blog and you encourage people to ask questions and make comments you will need to find the time to respond to answer questions. The last thing you want to do is to ask for questions and comments and never respond when you get them. This could damage your reputation and brand. It may also leave the impression that if people buy your products or services you will not respond if they have support issues.

The bottom-line is social media marketing can eat up a lot of your time, so pick one  to three tools that you can manage effectively and focus on those. And make sure that they give you the opportunity to engage in a two way conversation with your clients and prospects. You have to have regular engagement and activities with whatever social media tools you decide to use to help boot your marketing. So when it comes to busy small business owners and sales professional, less rather than more is probably the wise path.

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