With small business owners wearing a lot of hats and excelling at different roles, social media marketing often gets squeezed out of the marketing mix. Social media isn’t scary and definitely doesn’t need substantial funding. More than 3.8 billion people around the world use social media, so there is no doubt about how powerful social media actually is. If done right, it can help your sales go through the roof in a matter of months!
In this blog, we got our own Sherayne Rego, to give us 8 top tips that have proven to be successful in her experience as the Marketing Executive at Codex –
Like every other venture in life, using social media for small businesses needs to start with a good plan. Social media tools are straightforward to use, so you may just want to dive in without planning. But it is important to remember that your presence on social media has to help you reach your objectives. If not, it is just a waste of time.
Start by creating your top 3 SMART goals. These goals should be Specific, Measurable, Attainable, Relevant and Timely. Take time to create a competitor analysis so you know what you should (and shouldn’t) do. It is also worth your time to seek inspiration from businesses from all industries, not only your competitors.
The “All or Nothing” approach doesn’t quite do the trick when it comes to social media. There are a bunch of social media channels out there, but it doesn’t mean you have to be on every single one of them. Of course, you will never know what works for you unless you try.
Start by pulling together a survey and asking your customers which channels they use the most. Once you start posting, take a step back to analyse. Gauge where your audience spends their time online and compare the size of your audience and the engagement rate across different channels. This will give you an idea of which channels are worth putting effort into.
Never under-estimate the power of a compelling visual. A 2019 study reveals that more than 50% of Millennial and Gen Z consumers’ most recent fashion purchases were inspired by images they saw on social media. The attention spans of humans are so short, that usually businesses have a tiny window to impress followers. This is where great visuals come into the picture.
If you’re starting from scratch, you can always use royalty-free stock images from sites like Unsplash or Pexels. And if you think you need to be a graphic designer to design mind-blowing graphics for your brand, you are mistaken. Tools like Canva are excellent to craft images that will definitely wow your audience.
The trick here is to play around, find inspiration and practice!
Social media is not a one-way street. It is an opportunity for you to showcase your content and connect with the people who follow you and support your business. It is your chance to show gratitude and appreciate their kind gesture.
Carve out some time every single day to respond to comments or questions on your channels. Once you get into the routine of doing this, keep an eye out for the conversations that are taking place about your business elsewhere online and respond where necessary.
This one ties back with #1. Think of it as a game of gaining attention. And to win this game, consistency is your cheat code. Outline how often you plan on posting for different platforms and stick to it. In addition to this, jot down what type of content you plan on publishing and who your target audience is.
Platforms like Instagram stories and Twitter require you to check in multiple times a day to get the maximum engagement from your audience. Other platforms like Facebook and Instagram Posts don’t have the same urgency. Look at these factors and curate your content. Remember, your followers follow hundreds of accounts. If you’re not publishing content as often as other accounts are, you might be very easily forgotten.
This one probably is the most important one of the lot. This era is all about transparency, and people appreciate it when you give them a chance to get to know you on a personal level.
Consider building a personality for your brand by not taking yourself too seriously. Show your followers a peek into your day to day activities. Introduce your team to them. The possibilities are endless. The bottom line is – A human social presence is an expectation, so why not give your followers what they expect?
Great marketing is when your followers forget they’re being marketed to. Pretty much on the lines of #6, people don’t like to be sold to. They value experiences and helpful content. Salesy content can come off as too in-your-face and potentially make you lose that connection you worked so hard to gain.
Create content that is helpful to your followers and puts them in a good mood. You can write helpful blog articles like the ones we’ve written or content calendar with some fun days to celebrate every month.
Just like how it is essential to plan out a strategy, it is equally important to keep track of what is working for you and what isn’t. About 44% of businesses don’t track their social media progress which means it’s hard to tell if the strategy is working.
Make a note of the metrics of value to your business like follower growth, engagement, reach, impressions or clicks. Track these metrics on a monthly and quarterly basis, so you know when to make changes. Tools like Google Analytics and SEMrush are great to give you a picture of your social media efforts, so make sure you check them out.