We like to practice what we preach here at Handle. As a small business ourselves we like to use our own FSB Business Profiling account to monitor our digital profile. So, over the next few weeks, I will be posting a weekly series reflecting on how I have used our FSB Business Profiling social report to improve our strategy and gain results. Hopefully, this will give you ideas for your own social strategy and help you further understand how you can use FSB Business Profiling to your advantage. This week I have focused on moulding a strategy to match our weaknesses highlighted in our social report.
As part of our marketing strategy here at FSB Business Profiling, we needed to focus time and effort into building up our social platforms. As a starting point I viewed our FSB Business Profiling social scores. From this I could see that our engagement levels and follower strength needed improving. Our social report has an overall score of 359 and I aim to increase this by the time our report refreshes in a month.
The key objectives for us are:
- Increase awareness of FSB Business Profiling
- Gain a relevant and influential following
- Engage with users
Where are we today?
- Number of Twitter followers – 120
- Number of Twitter following – 135
- Number of likes on Facebook – 49
- Number of fans on LinkedIn - 51
To begin the task of forming a social strategy, research needs to be conducted into our target customer, audience, influential users and social platforms. In each of these areas we need to target and connect to the right type of audience for FSB Business Profiling.
Our users are small business owners, who are looking to grow their business and enhance their digital profile, so choosing the channels these types of people use will get us started in the right direction.
The channels that FSB Business Profiling, as a B2B company, will work best on are LinkedIn, Twitter and potentially Facebook. We're seeing more and more B2B businesses using Facebook to reach their ideal customers particularly because the targeted advertising offered is so powerful.
Each of these platforms needs a different approach, as users on Facebook and Twitter are in a different mindset to LinkedIn users. To better understand each channel I conducted some research into what copy, content and strategy best suits Twitter, Facebook and LinkedIn.
Twitter is used for both personal and professional use. In our case using twitter for business consists of sharing interesting industry updates and articles as well as information about FSB Business Profiling. Key words will be included in tweets, to draw the attention of our target consumer and industry experts. This can be done by including hashtags. Doing this will add our tweets and profile into a feed of others talking about the same topic. Using the correct hashtag and keywords should put our post in a feed of small business owners and experts, creating more exposure across a wider field. Our chosen hashtags are:
#smallbusiness #smallbiz #digitalprofile #sme #startup and #gethandle.
For more information on how to use hashtags efficiently I found this useful article from the social analysis platform Audiense.
The most engaged with content on Facebook are questions, images and videos. Sunday is the best day for engagement, as more people spend time using their accounts and browsing their timelines. Less than 50 characters of copy are seen as more engaging to the reader, as they are quick and eye-catching to read. All of this will be taken into consideration when creating content.
Here are some interesting Facebook stats from Buffer that helped inform our strategy.
LinkedIn is a platform where professional people share business updates, industry knowledge and thoughts. When I am writing copy for posts on LinkedIn, the most shared phrases and words will be taken into consideration:
- How to
- You need to
- Why you should
- Can learn from
- The future of
This initial research into each social channel will form the basis of our new social strategy. Time will tell how effective this approach is and I have no doubt we will adjust and change over time as we gather feedback and understand our audiences across these different platforms.
We will be following our social media progress over the next few weeks in a series of blog posts.
If you don't want to miss any subscribe to our blog and we will let you know when the next post is available.
FSB Business Profiling helps you put your business's digital profile to work. Reach more customers, get more sales, save money and get better payment terms.