Promoting your business online in 2021 – Audience and Platforms

Welcome back to our Blogpost series, promoting your business online in 2021. Last week we looked at Keywords and provided some tips. You can click on the link to see what you might have missed. Today we like to take a look at the best platforms for you to run ads for the upcoming holiday season.

Quick note, we designed this series to help smaller online shop owners to increase sales during the upcoming season. However, we believe many of the more general advise can also be useful for other businesses. If our advise helps to improve your current strategy or perhaps even helped you to create one for your business, please leave a like or comment and share the post.

A good strategy for small businesses with only a handful of followers on Social Media is to run ads to increase those numbers. However, during the holiday season you may want to put your advertisement budget to better use and increase sales instead of followers. Our advise for the upcoming posts should allow you to invest your budget more efficiently.

Today we like to give you some tips to analyze your current Social Media situation to make better investment decisions for your online advertisements. Look at the platforms you are using at the moment and analyze how each of the platforms are performing. Which Social Media channel is the one your audience is engaging the most? Which one is second and if we have even more we go down the list until we have a ranking of all of them. The criteria we feel are the best to rank your Social Media Platforms:

• Followers, Subscribers, Fans
• Likes on Updates
• Comments on Updates
• Sharing Updates
• Direct Messages

You might manage a platform with a lot of followers, but zero interaction. Meaning no likes, shares or comments. On the other hand there might be a platform where you have only a few followers, but a lot of engagement. So your audience is sharing, commenting and liking your updates. Based on a combination of the criteria mentioned above you should start your ranking list.

Sidebar: If a platform has a lot of followers and we run ads there, the chances are high the connections of our followers might see our ads and buy our products. On the other hand, the platform with only a few followers and a lot of interaction might share the ad. Leading to their connection seeing our product, reducing costs for running the ad. Either way might work. But our goal today is to get the most out of our investment for our online advertisements during the holiday season 2021.

Some other factors to consider to make the list even more accurate are location of our followers, age, gender and interest. But if you have been growing your audience more organic and not paid for followers, you can easily ignore those factors to build a list more quickly. If you however like to consider those factors and still want to have a quick list we advise to simple reduce the number of followers you don’t want to count from the overall follower number.

Another very important factor for your list is obviously sales. If your online shop allows you to track those numbers, add them as criteria to the list. No need to invest in ads for a social media platform where you already know the return will be very low. If your online shop is not tracking those information we advise you to change that. You can use Google Analytics, but many online shop platforms already have a tracking system in place. Running both will allow you to get a better picture.

In our next post we will talk about calculating an online advertisement budget followed by distributing this budget based on the list we created today, in combination of the details from next week. If you followed along so far you should be well prepared for the next steps.

If you like us take a look at your ad strategy for 2021, feel free to contact us.

You can reach us at +1 833 TECCRAB that is +1 833 832 2722

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