Written By Max Hoffenheins
Most small business owners get social media wrong. All too often, I see small business owners who feel social media won’t provide much of a difference to their business.
As a small business, the first thing you should get right is that social media is NOT optional. It is not a non-essential tactic you take out of the equation when things get too hectic.
We know that the time people spend on their phones keeps increasing, and a large percentage of that time is spent on social media apps.
Indeed three-quarters of American adults use social media – so it should be a crucial part of your business strategy. You want to connect with people who already love your brand and reach out to those who haven’t heard of what you do yet.
Here’s how to do it.
1. Get a Plan!
Social media demands creativity and strategy. Set SMART goals that are specific, measurable, achievable, relevant, and timely. More practically, base all your objectives on metrics that will directly impact your business.
Research to see exactly what your competitors are usually doing on social media and learn from them. Learn! The aim of this is not to outrightly copy them but to reduce your learning curve.
If you are already using social media, you should take time to evaluate your existing efforts and their results critically.
Create a social media calendar that helps you post the right content at the right time to your social channels.
2. Decide the platforms that are best for your brand.
On what platforms does your target audience spend the most time?
Please don’t make assumptions. Research to identify where your customers and target audience spend their time.
However, keep in mind that you can use different social media platforms for diverse audiences to achieve distinct business goals.
Do not just say, “I’m on Facebook”. I’ve heard several small business owners say this, and one thing I always tell them is that Facebook alone doesn’t cut it. You need to establish your presence in as many social media platforms as are relevant to your business.
3. Know Your Audience.
You know one reason why social business is so useful for business – it’s because you can micro-target your audience. Before you can do this successfully, you need to drive down on who your audience is. Compile all the data you have on current customers.
Then start digging deep with social media analytics. The goal here is to understand who buys from you online, how they interact with you, which of your content most motivates them to click the Buy button, etc.
Remember, you have marketing goals, so you can’t afford to post randomly.
4. Remember the 80-20 Rule.
Your products and services should only make up 20% of your content on social media.
While you use 80% of your content to educate, inform, and possibly entertain your audience. This way, your followers gain trust in your expertise enough to become paying customers.
5. Build Relationships.
Beyond driving sales, one unique benefit of social media for small businesses is that it allows you to talk directly to your followers and customers.
Your customers want to know you as a brand and what you stand for. Go out on social media and be sure to actively respond when people engage with your content.
What’s more, this will help you build a loyal following and trust. As your fans like, comment, and share your content, the social algorithms’ lords begin to work in your favor as you gain free exposure.