Determining which social networks provide the best return on investment, is one of the greatest marketing challenges facing businesses.
These three easy-to-follow steps will help you decide which social media platform/s will deliver a message that makes the greatest impact on your audience.3 easy-to-follow steps to decide which social media delivers a message that will impact your audience.Click To Tweet
1. Identify Your Products/Services
Your products/services provide the foundation for the content of your social media marketing campaign. They are intended to be the focus of the message you are communicating.
Make a list of your company’s leading products/services. By “leading,” I am referring to the offerings that generate the most revenue and/or are the most popular with current clients.
Using That BBQ catering company from Cornwall (Ontario, Canada) as an example:
- event catering
- bbq chicken, barbecue chicken
- bbq ribs, barbecue ribs
- bbq recipes
2. Identify Your Location
Your region of distribution is important to consider when determining who your intended audience is, as well as to understand who will offer immediate competition for capturing consumer attention.
Do not limit the description of your location to the exact name of your city or town. I recommend that you be more specific with your queries, and include areas like neighborhoods (i.e. downtown) and landmarks (i.e. near the post office). As well, if there is a major city within an hour drive of your location, consider including phrases with the name of that city as well.
- Cornwall, Ontario
- downtown Cornwall Ontario
- Pitt street Cornwall Ontario
- near the Cornwall Square
- Ottawa area
Also take into consideration whether there is a city or town elsewhere (in the world) that may create confusion for you in search results.
For example, Cornwall is also a city found in the United Kingdom and Upstate NY (USA), and business listings from that region can also be displayed when searching simply for “Cornwall;” if no further geographic-specific details are provided. For this reason, it is paramount that you clearly articulate your search.
3. Identify Your Online Competitors
With the help of major search engines you can gain valuable insight into your competition’s online activities. This information will allow you to distribute your limited resources to areas where they will have the greatest benefit to your business.
Combine the search terms in Step 1 and Step 2; i.e. event catering Cornwall Ontario, catering company Cornwall Ontario, bbq chicken Cornwall Ontario, catering Ottawa area, etc., and perform a Google search for each phrase.
For each of the queries generated above, study page one and two (top 20) of search results and identify the local businesses returned. Document and compare all competitor websites and social media profiles/content uncovered in your research, on the worksheet provided.
To get a more detailed outlook on your competition’s social media presence, you may need to perform a new search for each specific business name.
Carefully review this information to determine where your competition is greeting their existing online audience, as well as what kind of content is resonating with their fans, friends, and followers.
The rudimentary keywords used above are not a substitute for detailed keyword research; the kind you would use in a strategic search marketing campaign. The words and phrases applied in this exercise are intended to give business owners an overview of their competitors’ social media presence, and provide insight as to which platforms will deliver the best results with their small business’ limited resources.