While Facebook’s massive user base makes it the first choice for most companies using social media marketing, a report from 33Across suggests many are looking to expand their campaign to other popular platforms. The study found that more than 70 percent of respondents said 80 percent of their social focus is on networks other than Facebook.
Facebook is still the platform SMBs are spending the most time with, but directing their efforts to a series of other social networks can help small businesses capitalize on the popularity of Twitter, Linkedin and other platforms prospects are using. Additionally, 33Across found SMBs are using their marketing resources for search, email and other new media channels their prospects rely on.
The study points to the rapid move beyond Facebook among business owners. When respondents were asked the same question in March of 2012, nearly half said Facebook garnered more than 20 percent of their marketing focus compared to less than 30 percent who now give that much attention to the social giant.
Developing a diverse web marketing strategy, including different channels and platforms, can help SMBs ensure they reach their prospects more effectively. Moreover, developing articles and blog posts targeted at prospects’ informational needs can help ensure social campaigns are frequently populated with original content.
A marketing campaign that focuses on a well-rounded web presence helps develop a strong SEO presence on top of the benefits presented by each channel. Specifically within social, small businesses have found a strong social presence lowers marketing costs and offers greater access to prospect data. Highlighting data from a Market Publishers study, ContentLEAD reported using information from social to inform overall audience targeting can ensure content is optimized for maximum engagement.