Small Business Social Media Strategy | How to Use Social Media for Small Business Marketing
Small Business Social Media Strategy | The whole marketing scene has changed with the introduction of Social Media. New possibilities were opened for marketers that before existed or were just too complicated to achieve. By now, most small business owners appreciate that they can’t afford to ignore this essential marketing channel. For hyper growing businesses, social media is even more important. They invest in social media more than any other channel, and agree that it’s tremendously effective at accomplishing various marketing goals like branding, content marketing, and lead generation.But once you’ve built up a fan base of social media followers, the often-ignored problem is, how do you keep them? There are no magic tools here, methods or cures. Marketing has always been hard, and the internet hasn’t changed that. So when figuring out which way to choose, follow these few simple guidelines.
Create a Marketing Plan | Small Business Social Media Strategy
A marketing plan contains everything from understanding your target market and your competitive position in that market, to how you intend to reach that market (your tactics) and differentiate yourself from your competition in order to make a sale. Firms that are effective in marketing always start with a marketing plan. Large companies have plans with hundreds of pages; small businesses can get by with a half-dozen sheets. Put your marketing plan in a three-ring folder. Refer to it at least quarterly, but better yet once-a-month. Get down to the details that are real and measurable. Your marketing plan should become a blueprint that includes monthly review, tracking and measurement, sales predictions, expense budgets and non-monetary metrics for tracking progress. These can include leads, presentations, phone calls, links, blog posts, number of page views, conversion rates, proposals and trips, among others.
Engage Your Audience | Small Business Social Media Strategy
You can’t expect people to engage with you without you engage with others. Be active retweeting and replying with content appropriate to your message. This will show that you are educated and up to date on what is happening in your field. Your social network profiles might obtain many followers. If any of them comment, like, retweet or favorite anything you did, it is seen as courtesy to appreciate that. Social media is all about building relationships, and networking with your audience. People dislike those who post round the clock, but also hate those who never update. So, there is a need to strike a balance – neither should you annoy your followers with constant updates, nor disappoint them with no updates at all. If you fail to be consistent and responsive to the demands of your followers, you are better off giving up on social media marketing all together. It is critical to respond promptly to the comments or suggestions of your followers.
Communicate on a Personal Level | Small Business Social Media Strategy
One of the great values of social media is the capability to put a personal spin on communications. As a small business, your chance to do this is even grander. Interacting with customers in a way that makes them feel like they are dealing with other humans motivates a greater feeling of reliability toward a business. Focus on connecting and engaging with a few clients. A business can engage with clients and prospects by promoting their updates, by sharing what they are saying, by mentioning them recurrently, by replying to their questions, by asking them questions, by engaging them, by asking them for feedback or by sending them a direct message.
Measure Success | Small Business Social Media Strategy
The first place to start is to measure your ‘Reach’ – the number of people you have influenced with your social media content. If everyone is ignoring you in the social media world, you’re doing something wrong and you’ll never create results. As with any marketing initiative, the trick to measuring social media is to realize what it is you’re trying to measure. If you create clear goals, you can establish KPIs (Key Performance Indicators), and many tools out there can help you put a pulse on them. For instance, if you want traffic or conversions, Google Analytics can help you evaluate your ROI (Return of Investment).
Likewise, if you want to engage users for purpose of branding or PR, you can measure traffic recommendations through Google Analytics and first-hand engagement through Facebook Insights.
Social media is a powerful and inexpensive marketing tool if it’s taken seriously. Instead of a shotgun approach, follow the above steps to create a social media marketing plan with a concentrated, refined strategy that can produce results.