Which Social Media Platform Is Best for YOUR Business?

This visual is a few years old but it remains a simplistic explanation of how the different channels tell a story.

“Which one should I use” is a question asked often and frankly, there is no easy answer. Social media channels number in the hundreds and it’s difficult to choose the best ones to focus on your brand. Consider this: 90% of Millennials, 77% of GenX, and just over 68% of Boomers use social media. The average user spends over 2 hours a day on social media. It’s clear that your story needs to be somewhere in the digital world, but where?

Facebook remains the #1 and most widely utilized social media platform and it is critical to driving traffic to your website (SEO, Search Engine Optimization). That said, let’s take a quick, simplistic overview of the popular channels.

The average Facebook user checks their account 14 times a day and usually on weekdays between 10 am and 3pm. Using photos or videos on Facebook will increase your chances of your post being seen. Facebook is best for reaching Boomers and GenX.  Boomers are more likely to share your content. Fun Fact:  4% of the Facebook profiles are fake.

Instagram attracts users under 35 years of age and they prefer video. Whether as a picture or a video, it’s a method to show a more visual, warmer aspect of your business. Hashtags are critical to obtain reach and gain followers. If you are looking for Millennials, this is your go-to platform. The highest performing Instagram posts appear on a Friday. Users check their accounts on average 11 times a day.

Twitter is a good B2B channel with over 300 million users. Its best use is for building leads, customer support, and community interaction. Best post times are on a Wednesday or Friday in the morning.

LinkedIn is the most trusted channel as stated by Business Insider. It’s great for B2B leads and digital networking. This is another good platform to reach Boomers. Post on a Wednesday at 9 am or at 12 noon.

YouTube is the 2nd largest search engine and great for reaching a male target audience. GenZ is a target group of this channel and you will best reach them with short content. Otherwise, your older male audience is more likely to view longer videos.  It has high conversion rates (leads, clicks, etc). There are multiple ways to use YouTube via your business video.

TikTok is the latest craze and the audience is typically under 24 years of age.  However, 1 in 8 adults are on this channel, largely for fun interaction with their children. If this is your target group, this is an excellent channel to market your creativity.

Reddit is a news forum with comments. If you are self-promoting, this is not for your business. The channel prides itself on sincere content. The majority of your posts should not be about you. Target user is male.

Bottom line, the social media options can be overwhelming which is why it’s best to ask a professional for help. Questions you should be ready to answer are: What’s your goal? Who is your target customer? What makes you different? What’s your unique story? Are you looking for more web hits, or page followers, or sales, or leads? Do you want to advertise on the channel or merely create a business profile?  Your answers make a huge difference in how to proceed.

Most important to know, over 70% of businesses who’ve hired a social media consultant say their business has increased substantially. So … what’s YOUR story? Need help telling it? Message or call me!

The Information Highway of Clutter

Any guesses as to how many brands we are exposed to every day? In the 1970’s the answer was 500 a day. Today, the answer is over 6,000 a day; branding is everywhere. Whether engaging with traditional media like television/print/radio, or driving past businesses on a busy street, or surfing the ‘net, or even printed on that free sample your physician gave you at your visit, branding can be as blatant as the billboards at NYC Times Square or as subtle as the logo on the pen you’re using.

Statistics show 1 in 5 adults spend as much as 40 hours a week online. Google ads alone reaped over $150 billion and Facebook ads fetched over $69 billion.  Urgent messages like “buy now”, “watch this”, “subscribe”, and “click here” prompt us to visit sites that will then tag us for future retargeting. (We’ll save that conversation for a future post!)

There is a vast amount of brand noise in our world and the brain can only retain a tiny portion of what we’ve seen in a day. Close your eyes; what ads did you see yesterday? Chances are, if you can name 3 out of those thousands of images you’re doing quite well. Ad gurus tell us the average consumer must see (not merely be exposed to) a brand at least 7 times before they even notice it. After that, repetition enforces recall.

Brand pollution is indeed a “thing”, so how do you stand out from the noise?

First, people are passionate about your brand only if it’s meaningful to them and if you’ve positioned yourself strategically to your target customer. Only evocative brand messages are retained so it’s important to adopt a clear strategy. You need to tell your story … a memorable story.

The traditional Consumer Trend Model is helpful in understanding the thought process of a consumer and is applicable to any business. Here’s an example:

  • LIFE:  Susie is very fit and an expert runner. She does her warm-up and cool-down properly. She runs a minimum of 5 miles a day and often trains for marathons.  Susie has done this for years without incident.
  • SITUATION:  Today Susie is out for her daily run and steps on a small rock, twisting her ankle. It’s very painful and since she is well-versed on what to do, she returns home, ices her ankle, elevates it, and takes an NSAID.  After a couple days, it still hurts and is now much more swollen.
  • OPTIONS:  1. Wait and continue her regimen of resting, or 2. Decide to seek help from a professional.
  • RESEARCH:  Here’s where branding becomes critical.  Susie will likely ask a friend as well as call her primary care doctor for a referral. She may post on NextDoor.com for opinions. She may check WebMD.com. She may google “foot doctor near me”.  That last one is critical because after doing all these things, Susie will still check out the foot doctor of choice on the internet before moving forward.  NOTE:  That doctor had better show up on the 1st page for credibility; and Susie needs to have heard of that doctor previously (thus, the branding) to instill trust. Finally, Susie will check reviews.
  • CONTACT:  Susie makes her decision and calls you or calls your competitor who is better branded.

Think about your story and what makes your brand unique. It needs to be “sticky”, to stand out, to be memorable. “The mind will not go where the heart has not been.”  Does it instill a smile? A tear? Or is it thought provoking? Is it an event? Are you offering something that you absolutely know your target needs? Does it have feel-good images? Does it touch the heart?

Finally, is your story about how you help the consumer? 84% of consumers expect your brand to create content that builds trust and credibility. What’s your story?

Branding With a Slogan

Brands, brands, and more brands

Many business owners ask, “do I need a slogan for my business”? The simple answer is no. A slogan is not a requirement for a successful business however a great one that’s memorable can give your brand a huge boost. See if you can identify some of these slogans that have been popularized over the years:

  • _____: Just Do It
  • Like a good neighbor, ______ _____ is there.
  • Got ____?
  • Pardon me, do you have any _____ ______?
  • ________, taste the rainbow.
  • ____ ___: so good cats ask for it by name.
  • There are things money can’t buy. For everything else there’s __________.
  • And for a real oldie, how about this one:  _______ tastes good like a cigarette should.

How did you do? They’re catchy and most of them stand the test of time. So, what does your brand message say about you? Compelling words attract attention.  Words like: value, you, safe, quality, more, proven, how to, learn; these are words that draw attention and curiosity. Think about your message from your customer’s point of view. Ask yourself:

  • What do they want?
  • What do they need?
  • What value can I give them?
  • How can I help them live their life easier?
  • Is your message simple?
  • Is it easy for them to determine what/who you are?

Branding or marketing isn’t merely placing an ad on TV or in your local newspaper. Branding is something you should do every day. It can be subtle or blatant. It can be as simple as supporting a cause or event.  It can be done at no charge or at a cost. Or using the right hashtags on social media. Or giving gold star customer service. Or replying to a review. We are bombarded with thousands of brand messages daily so it’s important for yours to be unique and most important, in the right places for the right people to notice you.

Good marketing looks easy but is really very strategic and thoughtful. That is why you need a professional to help you; then you can do what you love … enjoy your brand.

Getting Back to “Normal”

Ten weeks into Covid-19 quarantine and we’re now ready for Phase Two opening. Sure, it’s a relief to be told the world is a bit safer however aren’t we still a anxious about the unknown?

Seeing people out and about again has been a welcome sign. Still, there are mixed messages.  Some in masks, some without. Some people distancing, some crowded together. Some stores open, some not. Some restaurants allowing indoor dining, some only outside, and even more providing curbside only. TeleHealth is now promoted. For ten weeks we’ve been told what to do … stay inside, wash your hands, 6 feet apart, sanitize.  We’re now told we may make our own decisions again and it’s awkward if not frightening.

Unfortunately, some have closed their doors forever. As a business that weathered the pandemic wave, what is your message?  Is it comforting? Welcoming? One of the most important things you can do to brand your business is relay what you are doing to keep customers safe as we venture into the world and redefine normal. The CDC tells us a new wave will hit in the fall so it’s more important than ever to keep your loyal followers informed so they trust you when/if that time comes.

The latest polls show the most important protocol to alleviate fear right now is deep cleaning. If you’re doing that, tell people. Taking temperatures before allowing entrance? Tell people. Personally, I was hesitant to keep a much-needed dental appointment. An informative conversation with the office manager reassured me of new procedures in addition to the ones they already perform. It alleviated my anxiety, particularly when I arrived: was texted to stay in my car until my turn, temperature taken, operatory left vacant for ½ hour between patients, plexiglass shields at all stations, and so on. A dental office is a highly sterilized environment under normal circumstances and this was stellar service. They reviewed it with each patient and it made a huge difference.

My point? TELL your customers how much you care.  Shout it. Toot your own horn. Show your swagger. Bragging rights are critical in this strange new world. That, friends, is smart marketing!

In the comment field, share your thoughts and examples of great branding you’ve seen lately. I’d love to hear from you.

Marketing A Unique Profession

Many people confuse Occupational Therapy with Physical Therapy. So what IS Occupational Therapy, or OT? Glad you asked. OT is a form of therapy that specializes in treating conditions affecting the upper extremities. This includes any injury, post-surgical disability or impairment specifically related to the upper arm, elbow, forearm, wrist, hand, or fingers. An OT performs an evaluation according to a physician order to assess the ability of performing daily activities. Once the OT helps the patient restore mobility in the clinic, they instruct a home program.

The goal of an OT is to identify difficulties the patient has in performing self-care or work related tasks, and, to improve their independence. We often take for granted simple tasks like putting on clothes, playing piano, lifting a grandchild, golfing, or even kayaking after breast cancer. When our arms or hands are painful, the easiest undertaking becomes a challenge.

There are slightly over 133,000 OT’s in the U.S. with only 7,200 in Florida. OT’s are highly educated with a Masters or Doctorate along with a sub-specialty like autism, lymphedema, stroke, hand, or gerontology among the many. You will find OT’s in the office of an orthopedic physician or a physical therapy facility.