Which Social Media Channels Should My Business Be On?

Posted by Adam Zobel | Wed, Jun 22, 2016

 Which Social Media Channels Should My Business Be On?
This is a ques­tion I get fre­quent­ly from my clients. The hon­est answer is that not every busi­ness needs to be active on every social pro­file. So how do you know where to invest your time and valu­able mar­ket­ing dol­lars? To begin, I’d like to define a social media chan­nel. Accord­ing to Whatis​.com, social media can be defined as any online com­mu­ni­ca­tions chan­nel ded­i­cat­ed to com­mu­ni­ty-based input, inter­ac­tion, con­tent-shar­ing and collaboration.” Reviews of a busi­ness are cer­tain­ly com­mu­ni­ty-based input, so any plat­form that allows this type of inter­ac­tion will be con­sid­ered a social media chan­nel and can include the fol­low­ing social networks: 
  • Google+
  • Houzz
  • Face­book,
  • Yelp
  • Angie’s List
  • Thumb­tack
  • Porch, etc.
Now that we under­stand the types of social chan­nels we’ll be look­ing at, let’s dive into some research tac­tics you can use for your own local busi­ness!

Hit the SERPS (search engine results pages)

One of the first places I look to see which social chan­nels my client should have a pres­ence on is by enter­ing a few search queries that are rel­e­vant to their busi­ness and ser­vices. The below screen­shot is from an incog­ni­to, non-per­son­al­ized search for the key­word los ange­les painters.” google results page That’s a lot of social net­works appear­ing on the first page for this local­ized search term! In fact, for this par­tic­u­lar query, 6 out of 10 results are social net­works. Bar­na­cle SEO Strategybar­na­cle SEO strat­e­gy refers to estab­lish­ing a pres­ence on web­sites that are con­sis­tent­ly rank­ing for key­words rel­e­vant to your busi­ness and ser­vices. Results on the first page of Google get rough­ly 91.5% of all clicks, so if you’re not rank­ing, you can still increase the chances a poten­tial cus­tomer will find your busi­ness by set­ting up and opti­miz­ing a pro­file. Even if your web­site is on the first page, increase your expo­sure by cre­at­ing active pro­files on the plat­forms rank­ing above or below you.

Which Chan­nels Are Your Com­peti­tors Active On?

Com­pet­i­tive research can help you iden­ti­fy new oppor­tu­ni­ties and gaps in your cur­rent dig­i­tal mar­ket­ing strat­e­gy. While there are paid tools that can help assist you in this analy­sis, the free option is to do a lit­tle detec­tive work and to see what accounts your top com­peti­tors are active on and where they are receiv­ing reviews. All_Los_Angeles_Painting_Company_ If a top com­peti­tor is active on a social network(s), it just might mean that it’s help­ing their busi­ness grow.

What’s Already Dri­ving Qual­i­fied Leads & Sales?

As a smart busi­ness own­er, you’re like­ly already ask­ing poten­tial cus­tomers how they found your busi­ness. How­ev­er, many of your cus­tomers may not be tech savvy and ful­ly under­stand the dif­fer­ence between some of your online mar­ket­ing chan­nels – espe­cial­ly those that appear in Google search results — e.g. organ­ic, paid etc. Hav­ing Goals set up in your Google Ana­lyt­ics account to track all desired vis­i­tor inter­ac­tions, like a form com­ple­tion or phone call, is essen­tial for eval­u­at­ing which chan­nels are con­sis­tent­ly send­ing new leads. screenshot of google analytics goal completions Let the data help guide the deci­sion as to where you should be spend­ing more time and bud­get.

Put Your Best Foot Forward

For the social chan­nels you do decide to be active on, make sure you’re putting your best foot for­ward by hav­ing a com­plet­ed pro­file which can include: 
  • Your business’s logo
  • Busi­ness descrip­tion that accu­rate­ly describes who you are, what you do, and why you matter
  • Pho­tos of your best work
  • Link to your web­site and oth­er social profiles
  • Accu­rate NAP data (name, address, phone number)
  • Reviews – not manda­to­ry, but many providers, like Yelp, include reviews in their rank­ing algorithm
Gerety_Houzz_-_A_David_Creation The above screen­shot shows the Houzz pro­file of Gere­ty Build­ing & Restora­tion. Each social net­work has unique oppor­tu­ni­ties for you to ful­ly com­plete your pro­file, stand out, and attain more vis­i­bil­i­ty.

Wrap­ping It Up

Hope­ful­ly these research tac­tics have pro­vid­ed you with some ideas about where to get start­ed. Do you have ques­tions about how a local SEO or social media mar­ket­ing strat­e­gy can increase online leads and sales? If so, please leave it in the com­ments below.

About Adam Zobel

Adam came to us with a background in teaching, writing, and a work history that included serving numerous small businesses (including assisting with content writing and marketing efforts). He was a natural fit, and enjoys connecting with our clients, creating unique content that reflects their culture and voice. We keep him busy! Adam handles blogging, email campaigns, website content creation, copywriting for print and promotional materials, social media, letters, mailers, and more. He also does a dynamo impression of Nicolas Cage, but you didn’t hear that from us. Adam lives in New Hampshire with his wife and two boys. He is also a 1st cousin of David’s wife!


Subscribe to the Blog

Please provide a short summary of why you are reaching out today.