Which Social Media Channels Should My Business Be On? | A David Creation

Posted by | June 22, 2016 | Guest Post | 2 Comments

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 Strategy

A barnacle 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!

2 Comments

  • / Just one more example of a minority of ONE dictating to the majority. If that guy doesn't like the color of someone's car does he have the right to tell them to repaint it? Bet you can barely see the logo from the stands anyway, and all the players are interested in winning a game, not what color their helmet is.

  • http://www./ says:

    Iltaa Aurinkoa olisi tosi ihana päästä ottamaan mutta tuskin kaikesta jumpasta huolimatta meiltä onnistuisi tuo asento Luulen, ettei kumppani jaksaisi tällaista ”tätiä” pidellä

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