What does a construction company, a beautician, and an accountant all have in common?
Despite catering to different needs, they all share a common goal: reaching a specific group of people who are interested in their products or services. But if you're in a unique industry, you might be under the impression that your business is "too niche" to benefit from social media marketing. Fortunately, this couldn't be further from the truth. With almost 5 billion social media users in 2022, there's an audience out there for virtually any business. The key is to use the right tools and strategies to find them and engage them effectively. So, if you're ready to take your business to the next level, social media marketing is a powerful tool you can't afford to ignore. This blog will explain how social media marketing can work for your unique business!
Your business fills a unique need in the market, appreciated by a select group of people. Traditional, expensive advertising won't likely reach this audience, so it's crucial to target your marketing efforts toward those who are most likely to become your customers. This means creating tailored content that speaks directly to their needs and interests.
But how can you put this into practice to see real results in terms of sales and brand awareness? The key is to develop a comprehensive social media strategy that includes engaging content, targeted ads, and community building. By leveraging the power of social media platforms and tools, you can effectively reach your ideal audience and build meaningful connections with them. Whether it's through Instagram stories, Facebook groups, or LinkedIn articles, there are endless opportunities to showcase your brand and connect with your target customers. So, don't underestimate the power of social media marketing - it's a valuable investment that can take your business to the next level.
1. Think About Which Platform Works For Your Business:
Before diving into social media marketing, it's important to do a little research into your current customer base. Different industries tend to perform better on certain platforms. For instance, as of 2023, Facebook's largest demographic is males aged between 25-34, while TikTok's viewers are 54% females aged under 25. If you're in the football or golf industry, targeting your social media efforts on Facebook and Twitter may be most effective. On the other hand, if your business designs products for young women, such as perfume or clothing, TikTok and Instagram would be better suited to market your services or products.
It's worth noting that experts recommend using a range of different platforms when you first market your business. This approach allows you to test what works and see how your audience responds. Although Facebook, Instagram, Twitter, and LinkedIn are among the most popular social media platforms, there are other platforms specifically designed for niche businesses to connect with their target audience.
So, whether it's Pinterest for a DIY craft business, or Reddit for a niche hobby, don't be afraid to explore different platforms to find the best fit for your brand. With a little research and experimentation, you'll be well on your way to creating an effective social media strategy that resonates with your target audience.
2. Identify Your Goals
To make the most out of social media marketing, it's essential to consider what you hope to achieve and be as specific as possible. Are you looking to increase brand awareness, generate leads, or create a community for your brand? Once you have clear goals in mind, it's easier to choose the right platform to align with your objectives.
For example, if your goal is to increase brand awareness, Facebook and Instagram are excellent platforms to focus on. These social media giants boast billions of active users and offer a range of features that can help showcase your brand to a broader audience.
If generating leads is your primary goal, LinkedIn is an excellent platform for making industry connections and generating leads through targeted advertising and sponsored content.
On the other hand, if you're aiming to build a community around your brand, Facebook groups and Twitter are great options to explore. These platforms allow you to engage with your audience, share valuable content, and foster a sense of community.
Remember, the key is to align your social media goals with the right platform to maximise your results. By understanding the strengths and weaknesses of each platform and tailoring your approach accordingly, you can create a social media strategy that delivers tangible results for your business.
3. Be a Problem Solver
Being mindful of what people are saying in your industry is crucial in staying relevant and gaining the upper hand on your competitors by addressing problems early. Where there is a problem, there is a Reddit thread! Check out Reddit to see what people are saying about your industry, what are the keywords that keep coming up? How is your business addressing those issues? It’s worthwhile checking out Twitter for relevant news and hopping on any threads that relate to your business. If you see someone with a question, help them out! It will increase your trustworthiness and make you a reliable source of information.
4. Consider Your Budget
Social media platforms are pushing advertisements as a way of being seen and heard on social media – you have to pay to play! Organic growth is still a viable option, but if your business is a niche one, you’ll likely benefit from some paid ads to help attract the right people to your page.
Tip: It’s always a good idea to spend the first few months using organic growth to build a respectable following – this means you interact with your audience, follow similar brands, and like relatable content (without paid ads). This allows Facebook and other platforms to understand your intended audience so that when you do start using paid ads, they know who to send the ads to!
Social media is an impactful tool that can grow your audience and boost your brand awareness – most businesses, niche or mainstream, have a social media account and are reaping in the benefits. It’s important to remember, Rome was not built in a day! It will take time to grow your following and see the results, don’t be discouraged if the progress is slow, the key is consistency. If you are new to social media but want to benefit from the marketing opportunities, you would benefit from a social media manager who will develop a strategy for your brand, keep an eye on trends in your industry, and post regularly on the correct platforms to grow your following. Speak to the social media experts at Minto for a chat about how we can fulfil your brand's potential online! Email sales@mintobranding.com or call us on 01224 631544.
