Do you have a love/hate relationship with social media? It’s one of those must-haves for your business. But it’s also time-consuming, there are several platforms to choose from, and you have to post content every day.
Social media is like SEO, it’s constantly changing and evolving. There’s always something new to learn and we think we need to hire a specialist to be good at it.
While hiring a specialist is a great idea if you have the budget for it, it’s not the end all be all. You can still:
- Be successful at it without one
- Build an audience
- Create brand awareness
- Spread the word about your products and services with a small budget
What to ask?
The biggest question is what platform to start with or focus on. So, first, you need to answer these 3 questions.
- Where is your target market?
- Where are your customers looking for answers or ISV products?
- What platforms are other ISVs in your space using?
Social media has become the place to go to for product reviews and product research. This is the place where you can build trust. These are the platforms you can share your company culture, build relationships, and of course build your brand. It’s not just a place to share your products and services.
There are 3 that many of us use from an ISV perspective. Let’s dive into the most popular and the pros and cons of each.
Spread the word with hashtags
We all know Twitter is the king or queen of hashtags. For the ISV industry, this is a good thing. There are ones for each ERP, those big conferences you sponsor, and industries you focus on. So, if you want customers to find you, that is the best way.
- It’s affordable
- Connects you and your business to what is happening in the world
- Hashtags can help target your audience
- It’s easy to use
- You have to post multiple times a day to make an impact
- Tweets last about 18 minutes
- You have a character limit
- Can take a long time to build a following
Many ISVs are using Twitter so yes I think it is a good platform for your business. But you do have to be consistent, have a plan, and measure your success each month to make sure it’s one you should use for your social strategy.
Best for B2B
LinkedIN is great for B2B and you have more flexibility when it comes to content.
It is more than just a social platform. Businesses also use it to recruit talent, participate in groups, find jobs, and advertise.
- Create meaningful content
- Can be seen as a thought leader
- Connect with those in your network
- Can have a user profile and company profile
- Time investment
- It is free to use but there are paid features that can be costly
- Can get spam messages which can be annoying
LinkedIN is also adding new features, you can go live, post videos and a carousel of pictures, as well as create polls. Create content that will ask for feedback, comments, and engagement on your posts. That will create the best traction. Need help with LinkedIn? Reach out to my friend Candyce at PropelGrowth.
Best for B2C
Facebook, there is a reason why 2.8 billion people use it. Mainly to catch up on what others are doing like seeing pics of loved ones but many people use it to sell to consumers as well.
This platform has certainly evolved over the years. Similar to LinkedIn, you can have a personal and business page. You can advertise and send messages and it can be quite powerful if done correctly.
Facebook is more about telling your story and sharing that story with the world.
- 2.8 billion people use it
- Low-cost strategy
- Easy to use and set-up
- Constantly evolving and changing things
- Identity theft (people can try to steal your identity)
- Your only as good as your audience (needs to build over time)
- Less organic reach
Bottomline, If you’re not taking advantage of any social platform, you’re missing out on a fast, inexpensive, and effective way to reach almost half the world’s population.
This is one of the few ways to get your blogs, content, and links to your website quickly and easily.
I am just starting out with my business. I currently leverage Twitter and LinkedIn. My target market uses these 2 platforms as well. I will be using LinkedIN the most from a strategic standpoint, but I will be using Twitter to share content such as blog posts and links to my website to drive traffic.
What social platform do you use the most and why?