Social Media: Don’t Spread Yourself too Thin

Whether you sell on eBay, Amazon, and/or your own website, you know that you have to do some advertising to get the word out about your products. For many people, the cheapest and easiest way to do this is by utilizing social networks.  That means they have accounts set-up on Twitter, Facebook, LinkedIn, Google+ and Pinterest. Oh, and don’t forget YouTube!

The problem is, however, that people tend to sporadically post about their business on the five or six social networks that they belong to as they find the time, and these random posts are really not generating the results that they need. In other words, they are spreading themselves too thin.

 

If you don’t have the resources to devote time to nurturing all the networks, you should instead concentrate the on one or two that are most valuable for you. This means you have to ask yourself where exactly your customers are, and what social networks they use. Think about demographics in relation to what you’re selling – what is your typical customer’s age, education level, gender, etc? This is something that requires a little research.

The question then becomes — how do I do this research and come up with a strategy? Fortunately, there are some tools that can help.


First, you can leverage Facebook’s advertising platform. This method allows you to pick criteria based on demographics and then tailor your ads to target your chosen demographic. This method is not free, but it is low cost and is a great way to advertise to a targeted audience.

Another useful tool is LinkedIn’s search feature. This allows you to research which networks people are using so you can better target your marketing efforts. Because LinkedIn is used mainly for developing professional networks, you should use a light touch in your marketing campaigns and choose wisely – you don’t want to end up being perceived as constantly trying to sell something and lose credibility.

You could also try a nifty little tool known as FollowerWonk. This application provides an extreme breakdown of Twitter analytics. This tool not only analyzes who your followers are, but it tracks and sorts them for you. It also tracks keywords that the people you follow use, giving you some added insight into whether they are your target audience.

A little research can prove invaluable. Once you know where the majority of your buyers are, you can better concentrate your efforts, an stop spending valuable time trying to cover all the social networks.

About our Guest Blogger
This guest post is by Kat Simpson. Kat is a trusted eCommerce author, speaker, educator, and entrepreneur. Kat Simpson has been a successful eCommerce merchant for over 10 years; is an eBay Education Specialist and Gold Level PowerSeller, as well as a successful Amazon merchant. Currently Kat is the hosts the popular weekly eCommerce Podcast That Kat Radio

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