If you want to market your small business in a cost-effective manner, social media is a great choice to go with. If you don’t go about your social media marketing guided by a proper plan, however, you can end up wasting time and money, and even burn out trying to keep up. Here, digital marketing company WNY Holdings LLC offers this short guide to help you tell how much time you should allow yourself to spend on social media for your business.
Surveys indicate that close to one in two businesses spend about 72 minutes each working day on marketing on social media.
Many experts, in general, offer recommendations on the number of posts that businesses should put out on various social media platforms each day. Twitter requires a minimum of 5 posts a day, and Facebook requires up to 3 posts a day. Instagram requires 1, and LinkedIn, up to 2.
These numbers can help you reckon how much time you should spend on social media. It’s important, however, to find a level of involvement that’s right for your business. You shouldn’t be too greatly influenced by what the “right” numbers are. What follows are factors that you should keep in mind when trying to decide how much time you need to devote each day to social media marketing.
The frequency with which you post on social media doesn’t matter as much as the amount of engagement that you are successful at obtaining from your posts. If it comes down to choosing between achieving a daily quota and creating quality content, you should choose quality. Quality is what inspires your audience to like your posts and share them. You should remember that you don’t need to spend an hour or so on social media every single day. Instead, you can just choose to work on it one day a week and schedule your posts to go out over the rest of the week.
Social media marketing research suggests that there are some companies out there that post dozens of times each day. If each one of those posts took them only five minutes to create, it would still amount to hours of involvement each day. Clearly, most small businesses wouldn’t be able to invest as much time in social media marketing. It’s a far better idea to focus on one social media marketing channel that most of your audience is on, and get as much done on it as you can. As you gain a following on the platform, you’ll learn insights that help you expand to other platforms over time.
The amount of time that you devote to social media marketing should reflect the kind of budget that you dedicate to the activity. Some businesses may see better returns on their investment in social media than others. When you’re trying to get your business off the ground for the first time, you may need to prioritize and go with whatever marketing channel gives you the best results. If you feel that email gives you better results, in the beginning, you should devote your resources to it.
Do your social media efforts net you the kind of results that you seek? You can know when you pay attention to key performance indicators such as the number of followers that you have, and the likes, comments, and retweets that you get.
You should set goals for yourself, perhaps aiming for a 10 percent increase in follower count each month. You can plan how many posts to send out to gain these followers. At the end of the month, you will know if you’ve been successful. If you haven’t, you will need to consider spending more time on social media marketing.
It can take several months to gain a following large enough to make a difference to your revenue. Over time, you will find a sweet spot, a level that balances the amount of time that you spend on social marketing, with the desired level of increase to your revenue. Until then, you will need to experiment with varying levels of investment of time.