Using Social Media For Business
Is social media a viable avenue for marketing your drone business? It certainly can be if the clients you are targeting use social media for business or personal reasons. The problem many people experience using social media in a business capacity is the perceived results they get…or don’t get. Many a drone pilot has warned against paid social media advertising because they paid for an ad, but didn’t get any work from it. That’s like saying you ate an apple for lunch one day but didn’t lose any weight. To be successful using social media to promote your business, you need to do more than just throw something against the wall to see if it sticks.
The first thing to look at is the demographics of different social media channels. Different channels attract different audiences, so it’s wise to do your homework and find out what platform your target audience is using the most. It wouldn’t be a good use of time to post on a platform that is primarily teenagers if you’re market is construction companies. Make sure that the information you’re getting is current. You don’t want to base your decisions on information that is several years old. It might not be as relevant as it should if it’s not current.
Once you’ve identified the appropriate platforms to use, it’s time to think about content. Using social media is a bit different for business than for personal use. If you want it to be effective, you should have a goal. Is the goal to simply showcase the work you do, and try to catch the attention of potential customers? Is the goal to build your brand over time? Or is your goal to drive people to action? It can be all these things and more, but your goal will help you determine appropriate content for your platform.
Now that you know what you’re going to post, and where you’re going to post it, you should consider paid advertising. Social media has become an affordable way to reach thousands of people without any long term commitments. Gathering followers for a social media account is a lot of work and takes a lot of time. Paid advertising shortcuts the process, and reaches a target audience immediately. Read “Paid Advertising” for more info.
Finally, set reasonable expectations for your social media efforts, and be prepared to troubleshoot your approach. Posting your latest drone video, or advertising a special offer won’t necessarily get your phone ringing. But that doesn’t mean it’s not working. It’s important to analyze your efforts by looking at the performance of your posts. How many people saw it, how many people clicked on it, how many people shared it. Did it drive people to your website, or did it fall flat on its face? By looking at the performance of posts, it gives valuable information about what you’re doing right, and more importantly, what you’re doing wrong. Improving the pictures, the descriptions, the hashtags, and other intricacies, based on past performance, will help future posts perform better and reach more potential clients.
Social media is a great way to market your business and make yourself known to people that need your services. But like most advertising efforts, it’s not a magic wand that will make clients appear just by waving it. If you want to be successful using social media for business, be smart in your approach, and don’t expect a marketing miracle.
If you haven’t seen our related member article, check out “Free Social Media To Promote Your Drone Business“.