I recently saw an article on B2C that was briefly discussing the benefits of Symmetrical Marketing for small businesses. I have to say that I respectfully disagree to an extent, especially when you are offering social media management.
For a small business that wants to manage their own social media platforms, you are undoubtedly going to have to use symmetrical marketing in order to keep a handle on things. You’ll probably have very few employees that will be able to dedicate time to sit on all the different platforms, that’s fair enough. But let me tell you the benefits of ‘a-symmetrical marketing’, if you will.
Of course, the industry that you are in also varies massively so it does really depend on the service or products that you are selling. However, people choose different platforms for different reasons. I go to Twitter because I like to think it keeps my mind sharp on the news of the day, what’s popular, and what’s within my ‘interest circle’. I want succinct, effective words that catch my eye as I scroll and scroll through my feed so I can retweet or respond to tweets. On Facebook, I don’t mind longer reads or a longer discussion about my favourite jeans; I’ll take a 10 question quiz as opposed to the one-click poll on Twitter. When I need inspiration, I head over to Pinterest and type in the key words there to see what I can be convinced to buy today! On LinkedIn, I want to learn about relevant business- and network-related information and articles that.
Audiences are different for each network, as are your capabilities on each network. If you’re going to be symmetrical in your branding, does that mean every post will have to fit into a square picture so that you can post it on Instagram? Does every post have to be less than 140 characters to fit on Twitter? Besides, if you have an avid lover of your brand that follows you across all your platforms, aren’t they going to get bored of seeing the same post over and over again? That way you are risking lost interactions across ALL platforms (‘Oh I’ll respond when I see it on Facebook later’), which is exactly what you don’t want!
A lot of small businesses actually can be pretty good at one or two social media networks, and not so good at the rest. That’s absolutely fine! Get a social media manager to take care of the platforms that you’re not as good at– one person doesn’t have to be responsible for everything on social media. When the work is split, you’re more likely to get more credible, creative content to please audiences across the different networks, and you’ll more likely have the same person follow you on the different networks because they won’t want to ‘miss out’ on a post that didn’t make it to Facebook or Instagram.
In short, your social media marketing strategy is truly important, that B2C and I can both agree on without question. We both want what’s best for you, at the end of the day: for you to grow your digital presence, and as a direct result of that, grow your sales! While it’s difficult to find out what’s actually best for you, it’s easy to ask! Let us know if you have any questions, we’ll be happy to help!