Social media channels are the powerhouse of data on the web. Social media marketing, as a concept, is getting trendy day by day. As it enables businesses to engage their customers, connect with them, and reach a vast network in a much lesser time, it is worth the ballgame.
49% of all small businesses consider social media marketing effective, according to Constant Contact report.
With 82% registered small businesses, Facebook leads the bandwagon only to be followed by YouTube (73%), Twitter (47%).
With all that data, do you feel motivated to start?
Let’s admit, just 53% of all small businesses are active on social media. Others claim that they do not have resources, time, bandwidth, money, or idea. There is still a lot to do.
Social media marketing is nothing complicated, not rocket science for sure. If you can master the insider secrets, you are good to go.
Social Media Strategy Building
Table of Contents
- 1 Social Media Strategy Building
- 2 Social Media Content Development
- 3 Communicating with the Audience on Social Networks
- 4 Why should you choose Social Media for a Small Business?
- 5 Social Media Performance Tracking
- 6 Social Media Marketing Tactics for Small Businesses in 2019
- 7 Tactic 1: Strategic Planning
- 8 Tactic 2: Choose a Perfect Social Media Channel
- 9 Tactic 3: Know your Target Audience
- 10 Tactic 4: Social Media Marketing, Advertising & Promotion
- 11 Conclusion ⭐️💰🔍
What is the easiest thing about social media?
It is probably how quickly you can open an account and set it up.
Understand one thing, social media; today is the mainstay of the web culture. Everyone is on the social network of choice, barring a few who do not want to delve into it. It is certainly the only useful place where you can find more heads than anywhere is. Targeting your audience also becomes easier when you launch a campaign on social media.📌
All you need is a strategy to influence and engage your target audience. In that way, you can figure out your business goals too. For instance, you have a small business that is doing fairly well. Do you stop at that? Or, you want improved conversion rate? Better landing pages? Increased traffic? Stronger brand value? 📈
What is the purpose?
Defining a purpose is very important in the first place. In doing so, you also decide the target audience and segment them. Small businesses should focus on a narrowing and segmenting their audience instead of trying to attract different demographics.
Once your goals are set, and the audience is reserved, you have to choose an appropriate channel to go live. For instance, Facebook is an excellent platform to connect with people and engage them with content, infographics, etc.
Social Media Content Development
Content rules the digital world. It is your voice, idea, thoughts, approach, and everything you want to convey to your audience. You have to strive to provide credible content to engage them with your brand on social media, get more likes, grab more comments, and continue to grow. However, creating persuasive content remains a complicated ordeal.
Creating content that goes overboard is not what you want. Your audience would not like flattery write-ups. The idea is to create content that provides value, information, and benefit to your prospects. Your social media content should answer the why’s and how’s. Ensure content is written for your audience to evoke a positive reaction. Select relevant keywords for your business to improve organic search. Avoid poorly researched and incoherent content.
Another key is to maintain a content publishing schedule. Do not post content randomly. It could make your audience lose patience; worse, they might leave your page. Use a content management tool to streamline the scheduling process and publish content only when it is needed, and there is a demand.
You can choose multiple sources to publish content such as a blog, article directory, etc.
Communicating with the Audience on Social Networks
Social media marketing is the only strategy that allows you to connect with your audience directly. You can publish content, receive feedback and reviews, respond to customers and keep them coming back to your business. In fact, social networks are the foundation to forge long-lasting relationships with loyal customers.
Customers seek support at all times. What could be a better platform to offer support than your social networking page? You can answer frequently asked questions and basic queries of customers to amass goodwill in the market to make your brand value stronger. You can also set up your chatbot for communication. Today, 53% small businesses use a form of social media channel to engage potential customers and provide a two-way conversation and support.
Social media interaction would lead your business to influential individuals whose opinions, comments and content matters. Such people are the influencers on social media who make content, posts, videos, and images go viral. An influencer will favor you if you share their content and request for a favor in return. It works!
However, as you expose your business to social media, be open to criticism and complains. If you think, it’s going to be all rosy, brace yourself. Negative feedback comes more often than positive. The key is to be calm in your approach, collect negative feedback, and work on it. Do not take the risk of defending your business aggressively as it can permanently sabotage your reputation.
Why should you choose Social Media for a Small Business?
Small business owners are always looking for innovative ways to reach their target audience. Social media marketing provides a huge scope in terms of potential customer engagement, referrals, and new customer acquisition.
Socialmediatoday reports that 86% of all social referrals are coming through Facebook, 11% through Pinterest, and 3% through Twitter. That’s a massive opportunity to the eye.
Small businesses have a better scope because they can easily connect with their customers. Customer interaction is the latest strategy for realistic growth. The social media also allows small businesses to create awareness, increase customer base, and stay connected.
A glance at the insights
- Small Businesses are Community Oriented: The intricacies of small businesses make them different from the larger ones. Moreover, such businesses are more individual and community-based, which helps them grow. Many of the small businesses are now involved in a community that allows them to connect with customers and prospects. They can respond to queries and provide prompt customer support. They can also handle a flow of comments coming from customers effortlessly.
- Cost-effective Promotion: Most of the social media channels allow free ad posting. You can choose such ad posts to reach a number of There are options for paid ads too. Facebook, for instance, features paid advertising. You can set your budget and target audience before posting an ad. Even paid ads could give a remarkable opening to small businesses targeting small localities. Moreover, you can update your customers and followers on sales, discounts, promotions, new products, and other information. You can also post photos.
- Personalized Approach: As small businesses have limited budget and investment, personalization is not an issue. Most people consider buying experience to be a deciding factor and small businesses can work on that effectively. According to a survey, 53% of customers prefer shopping at small businesses as they enjoy the personalized approach of service.
Social Media Performance Tracking
Any form of digital marketing is a business investment. When it comes to social media marketing, treat it as another form of investment with greater ROI expectations. However, in order to make sure you succeed, it is essential to track your business performance. Pay attention to the significant metrics and make necessary adjustments as and when required. If you want to experience stellar results, you have to be proactive.
Before jumping into performance tracking metrics, you must know what to avoid. Social platforms are fancy; you have to avoid those metrics that head nowhere. For instance, social media likes, impressions and follows of some kinds. You have to disregard them because they are irrelevant to the bottom line of your business. Moreover, these metrics are unreliable, manipulative, and irrelevant to the progress of a campaign.
Now, let’s talk about the metrics to consider – it is called KPI or Key Performance Indicator. It includes various factors such as:
- Total conversion numbers
- The bounce rate of a website
- Time spent on pages
- The return rate of customers
With these indicators, you can monitor your business performance metrics, understand how the performance of a strategy, give necessary information and take appropriate steps to make changes. Most small businesses opt for manual tracking metrics, which is inaccurate. For a better option, you can choose from an array of software tools to get accurate results. Some good examples of software tools are Sprout Social, Hootsuite, and BuzzSumo.
Social Media Marketing Tactics for Small Businesses in 2019
80% of all small businesses now understand the importance of social media marketing, according to Socialmediatoday. In addition, these small business marketers are also considering ways to increase the amount of time spent on social networks.
If you are a small business owner, consider social media to be a robust marketing tool. It can help your business in many aspects by creating awareness, increasing leads, boosting sales, and building a pragmatic customer base.
Here’s how to go about it:
Tactic 1: Strategic Planning
Strategy and planning are the two pillars of strength when it comes to social media marketing for a small business. As all businesses and brands are now heading towards the social media for promotion and advertisement, the risk of failure is relatively higher than before. To walk out smooth, you must have clarity of thought, proper planning, and strategies in place.
To build your presence in the social media, chalk out a plan. Regardless of the type your business or industry, or targeted audience, having a layout can help you overcome many challenges.
- Goal setting: What does your business aim to achieve from social media? That’s your goal. Set your objectives right and follow the path. Make sure your social media objectives are perfectly aligned to business goals for a positive As social media is too alluring, you may be carried away by fancy; try to be pragmatic and work on the business goals.
- Audit your status: Whether you are an existing business or a startup, your target audience is ready for you. At this stage, it is pivotal to understand which prospects and customers are connected to your business on the leading social network channels and how they see your brand. It would help you to analyze your position too. An audit helps you to understand your current trends, followers, and the perfect platform for your customers. It would also help you to understand where you can improve and analyze your competitors and their presence too.
- Create a Profile: Once the background work is done, your business is ready to go live with its profile. After creating a profile, you have to strive hard to build your presence. Take every step to enhance the presence of your brand and business goals. Most importantly, your activities and posts should be aligned with the preferences of your social media target audience.
- Check Competitor Performance: There is a lot to learn and gather inspiration from your competitors. See what others are doing on social media, look around, and analyze their activities. Your firsthand competitors or businesses complimenting your brand can give you a better understanding of the content, advertisements, and patterns you should follow to fetch better response.
Tactic 2: Choose a Perfect Social Media Channel
Your choice of social media channel can influence your business directly. To make the most out of your marketing plans, ensure your brand is unique, relevant, and precise. Based on that, you must choose a social network adhering to your business objectives. If you don’t do it right, you will end up spending a lot of funds, resources, and time on a platform that isn’t going to give you much favorable ROI.
Small business owners are often confused, or intimidated, because of the overwhelming social media channels. Of all, Facebook, Instagram, LinkedIn, and YouTube are ruling.
Today, the first choice of small businesses is Facebook. For obvious reasons, of course.
Facebook has more than 2 billion active monthly users. As such, it is the largest digital markets, unparallel to any other networks. This platform equally benefits large and small businesses. Today, people look for services on Facebook, find relevant pages, and try to connect. Gone right, you can keep your target audience hooked to your page on this platform.
Some surprising eye-poppers for you:
- 47% Facebook users are male, and the remaining 53% are females
- 56% Facebook users are senior citizens above 65 years of age
- The most active age group on Facebook is between 25 to 34 years
When you choose Facebook, you can stay connected to your customers and prospects at one-third of the cost. With latest live streaming and other features, you can even reach your customers in real time.
Instagram is the next best channel to consider social media marketing. With 51% male users, Instagram is the most popular market in America. Millennials aged 18 to 29 are 55% Instagrammers. This cool photo-sharing platform helps you to connect with your real audience. Spread the word, share visuals, create video posts, add stories and reach a much broader audience base. Instagram is witnessing a slow and steady growth in the league of social networks. More small businesses and brands are now using Instagram creative to spread brand awareness and generate sales. If you have attractive visuals, share it on Instagram.
Instagram also has this unique story feature, which allows you to post an ad as a story. It is also the best way to document your brand’s drive and share it across.
Tactic 3: Know your Target Audience
If you think you know your target audience, think hard.
Your efforts on social platforms may fall flat, as a misadventure is you fail to target your audience. Your competitors are already waiting to outpace you. Knowing your audience, their strengths, and weaknesses, their likes and dislikes, and offering them the right solution at the right time should be your aim.
The content you publish on social media is an insight of your objectives. It also indicates how well you know your target market. If your content fails to offer value or benefit to your audience, they will bypass you. As a result, you would not receive as many followers, shares, likes, and comments, you were expecting.
Understanding your potential audience would make it easier for you to connect and engage with them. Your business can then generate huge volume and figures. This is where a buyer persona comes into place – your audience. You have to develop a clear understanding of your audience, their daily struggles, what they are looking for, and serve them exactly what they want.
How would you do it?
- Research: Study your audience to have a realistic idea about their persona. Learn more about details that matter to them, interact with them, understand their habits, do they buy from you regularly? You have to question yourself and research thoroughly to know your target audience. Only when you know them can you connect with them on the leading social media platforms. While some customers will have multiple common points, others may be different. You have to analyze those differences for clarity.
- Precise Segmentation: Different customers would have different requirements. Segment them according to their preferences and create multiple categories to target them precisely. List customers are sharing the same goals, facing similar problems, looking for similar solutions, etc. Create distinct groups and assign a persona to each category. For instance, you have a local SEO company. Your target audience should be people looking for local SEO services. Now, some of your customers might want to run a PPC campaign for SEO whereas others prefer link building or content marketing. But, their purpose is SEO. This is why you should create different categories for the same service to deliver target solutions.
Tactic 4: Social Media Marketing, Advertising & Promotion
Social media is not only a tool to build your brand and create awareness but for promotion. Leverage social media channels to promote your products and services in the right way. It can certainly bring a huge volume of sales to the business.
Advertising or promoting on social media does not even have to send a photograph, tweet, or post on Instagram. You can also create a planned and targeted strategy to ensure promising results. The best way to achieve this is by striking a balance between value and promotion. Your social media content should add value to customers and promote your product at the same time, but sound non-promotional.
Tricky, isn’t it?
Here’s an example: With every message or tweet, add value to your customer’s lives. If you are posting seven days a week, post valuable tweets for four days and promotional tweets for three days. In this way, you can increase customer base and continue to grow. Remember, you should not sound too promotional all the time.
In today’s time, small businesses can only thrive when they have an incredible social media presence. The only way to stay relevant and leverage social networks are here.
However, simply having a social profile is not enough. If you want to maximize your ROI, you have to focus on a proficient social media marketing strategy. Following are some important steps:
- You can start by creating your business profile across multiple platforms where you can find your target audience.
- You have to post relevant content regularly to make sure you are active. Your posts should establish your marketing goals.
- Your profile should add value to your customer’s lives and appeal to them. Create campaigns to get a large number of followers.
- To reach the number of users, select a social influencer for business promotion. You can find multiple influencers too.
- Include user-generated and ephemeral content, and add live broadcasts to your profile for better engagement and interaction.
It is obvious to feel overwhelmed when you begin, especially for small businesses. Fortunately, there are plenty of resources online and automated software tools to assist you.
If you are looking for more marketing tips, have a look at the video below feature Grant Cardone in this interview.