Should Your Design Business be on Every Social Media Platform?
Some designers, in an effort to market their business online, create a profile on every social platform they know of — Facebook, Twitter, YouTube, Instagram, Snapchat, Pinterest, Houzz, LinkedIn, Google+, Yelp, and so on. And then they forget about them. Or they update a few of them faithfully for two or three months before quietly disappearing. Those social media profiles become a source of guilt, rather than a source of new business. So instead of biting off more than you can chew, Kinship recommends taking smaller bites by focusing your efforts.
Less is more
Kinship believes that less is more. Based on the target market you identified in your marketing plan, do some research to find out which platforms your target market is most likely to use. Those are the platforms where you want to be. Pick just one or two to start so you don’t take on more than you can handle. (Speaking of handles, it’s fine to sign up on a variety of platforms in order to secure your preferred username for future use.)
Have a strategy
Once you have chosen a social platform or two, decide what you want to accomplish there and have a strategy to support your goals. Do you want to drive traffic to your webshop? Post photos of your products with a direct link for purchasing. Do you want to raise awareness about the services you offer? Post examples of completed projects that show what you do. Even if you’re using an editorial calendar, there can be room for spontaneity. However, before posting anything, always ask yourself how this particular post will help your business. Everything you post should support your goals.
It’s also important to be consistent. Posting twice a day for a month and then not posting at all for three months won’t leave a good impression of your business and professionalism. Each post serves as a reminder for your audience of who you are and what you do. If you don’t post, they very well might forget about you. So come up with a schedule that is realistic for you. Something you can actually maintain, whether it is daily or once a week, is better than burning out.
If you didn’t gather from all of the above, the answer is NO, you don’t need to be on every social platform. Instead, make wise use of your time and resources by focusing on just one or two platforms. We’ll soon be giving a rundown of the strengths and weaknesses of each social media site, so subscribe to our eNewsletter for updates!