Have you tried promoting your business on social media, but feel like your strategy is falling flat? You’re not alone. In fact, a recent study indicated that 60% of small business owners are not able to track ROI from their social media activities. So, how do you create an effective and engaging social media presence for your business?
Here are 4 tips for successfully promoting your business on social media:
Tip 1 | Establish Your Goals & Develop Your Strategy
As with any marketing effort, you should start by developing a plan for your business’s social media. Think about what you are hoping to accomplish through your social media presence. Are you trying to educate potential customers about your products and services, or would you rather build a community of highly engaged followers?
Once you have established your goals, you can more easily identify which audience(s) you want to target. For example, if your goal is to increase brand awareness, you will want to develop a strategy that reaches a broader audience and introduces them to who you are. If your goal is to encourage repeat business, your strategy will focus more on educating existing customers on new products or services that may be of interest to them.
Knowing your goals and audience will help you plan out your social media content, but it will also help you determine which social media platforms will be the most effective.
Tip 2 | Be Authentic & Relatable
With your goals and audience in mind, you can start creating your content. Whether you’re planning your posts well in advance, sharing timely updates, or doing a mix of both, you’ll want to ensure that each of your posts has a purpose.
No matter what goal you are trying to accomplish through social media marketing, you’ll want to make sure all of the content you share is authentic to your brand or business. Make sure your content is genuine and reflects who you are in a real (and relatable) way.
- Do More Than Push Sales. While the ultimate goal of your social media presence is to generate sales, make sure you aren’t just sharing content with sales-heavy messaging. Give your followers a glimpse behind the scenes at your brand, ask them questions, and encourage them to share their experiences with your products or services.
- Be Human. Because you are representing your brand to a wider audience, it can be easy to overthink everything you share on social media. However, presenting an overly formal image of your business can make it hard for customers to truly connect and relate. Let your social media content show your true personality, as well as showcase your employees, so your followers get a more authentic view of your brand.
- Share Customer Stories. Turn your loyal customers into brand ambassadors by telling their stories through your social media content. Through their testimonials and other shared content, you can showcase the unique relationship you have with your customers and build trust with new prospects.
Build more authentic connections with your followers by sharing user content, asking questions, and interacting with them on each platform.
Tip 3 | Be Consistent & Present
An inactive social feed may give potential customers the impression that you are no longer in business. While you don’t need to share content every day in order to establish your social media presence, you will want to avoid any long lapses between posts. Sharing content on a regular schedule doesn’t have to be a time-consuming process. Here are some tips for sharing content effectively and efficiently:
- Use A Content Calendar. Planning out your social media posts in advance can help you save time and stick to your strategy, and a content calendar is an excellent tool for planning posts. A content calendar can be a visual document with post captions and images, or a simple spreadsheet that outlines post ideas and reminders. By finding a content calendar template that works for you, you can easily plan ahead and stick to a more consistent posting schedule.
- Identify Ideal Posting Times. Rather than try to post all the time, make a bigger impact by posting at the right time. Do some research to find the days and times when your audience is most active on each platform, and plan your posting schedule around those ideal times. Within the “Insights” tab on your business’s Facebook page, under “Posts” you can see the days and times when your followers are online. You can also use data from other brands as a starting point and adjust based on performance.
- Stick To Key Platforms. Streamlining your social media strategy will also help you use your time and budget wisely. Rather than scatter your efforts across a variety of platforms, focus your energy on a few key platforms. Take a look at your current performance on each of your social media profiles, and research which platforms your audience is most likely to use, then choose the ones that make the most sense for your business.
Beyond sharing fresh content on a consistent basis, you should also make time to be present on all of your social channels. Monitor all of your accounts, and stay on top of your messages, comments, reviews, and other interactions. Actively participating in conversations, and responding to messages in a timely manner will help you build stronger relationships with your followers.
Tip 4 | Connect With Your Followers
One major perk of marketing your business using social media is that you have the ability to develop and nurture a community of followers. Traditional marketing methods such as radio, television, and print can’t compete with the interactive nature of social media.
Responding to comments and messages can help you build trust and strengthen relationships with your customers, but there are ways to drive even deeper engagement with your brand. Encourage your followers to share their stories with branded hashtags, or connect with your most loyal customers by creating groups.
A Facebook Group can provide you with additional opportunities to relate to and connect with your audience.
Through all of your social media marketing efforts, remember that quality relationships will have more value for your business than a large number of followers. A small but highly engaged following is more beneficial than a large following that doesn’t interact with your content.
For more tips on creating an effective social media marketing strategy for your business, check out our other blogs on the topic.
If you don’t have the time to manage your business’s social media presence or aren’t sure how to get started, contact our team for your free Digital Marketing Blueprint. We’ll take a look at your current digital marketing efforts, and provide you with tailored solutions to help you take your strategy to the next level.