Spending Too Much Time on Social Media?
The Daily routine of businesses has transformed drastically in the past 20 years. There was no Twitter, Facebook, Pinterest, Instagram or LinkedIn back then. The only available mediums of contacting customers were through emails and phone calls.
When social media was introduced, many traditional businesses were excited to adopt this new channel for their marketing efforts. This medium had unlocked the possibility of reaching new customers on an unprecedented scale, at a fraction of the cost of the traditional practices. Social media promised free exposure for all business small and large.
As time passed, the initial excitement had faded away, and it felt like a chore to all the business owners. Many began to wonder if all the hours that they spend on social media was worth it. Being active on social media takes some effort and commitment as, the creation of original content that can create engagement is no easy task.
According to the survey conducted last year by Vertical Response on small businesses and social media, they found that around 43 percent of small businesses spend an average of six hours a week (a full work day) on social media. Around a third of all CEO and proprietors of small businesses wanted to spend less time on social media.
If you suspect that you are spending too much time on social media, here are a couple of factors that can help you confirm it.
Study your market before dropping big investments on social media.
With the hype surrounding social media at present, it is easy to get carried away with unrealistic goals and targets. You must carefully analyze your market and create social strategies accordingly. Some businesses are perfect for social media while some may not derive any useful results. It is critical to examine your expectations to create appropriate strategies. This will ensure you receive optimum ROI while keeping your investments relatively small.
The most fundamental objective of social media is to reach your potential customers, wherever they are. If your target audience is not on Instagram, there is no benefit in investing in it. Analyze the demographics of your potential customers and their preferred social media channels. You can even survey your present customers to gain some valuable insight on where to concentrate your investments to maximize ROI.
Don’t just rely on Social Media, have other active marketing efforts as well.
Like the saying goes, ‘Don’t put all your eggs in one basket,’ you must never depend on a single medium for your marketing efforts. If you want to minimize the risk of investment and maximize ROI, you must distribute your investment wisely among different channels. For instance, a strong email campaign may prove to be more effective than social media for some businesses as it is a form of direct marketing.
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