Small Business Shortcuts For Social Media Success
A social media presence is an invaluable part of any successful marketing and business plan. The cool thing is, social media platforms give us the opportunity to talk to our customers in real-time, humanise our brand, show off our personality and have a little fun. It’s the Friday arvo beers of the 9-5 Mon-Fri work week.
However, building your social media presence takes time. Since a lot of us are small businesses we struggle to fit in those extra tasks and allocate tiny budgets to these strategies. We know we need it, but making it a priority is difficult when the day-to-day activities take up most of our time and our marketing budgets are focused on other things.
The fox of the thing is 74% of online adults use social media and 81% of consumers research online before making a purchase. If your business is not active on these channels you’re missing out on a huge piece of the online pie and a heap of potential customers to go with it as well.
Stress less, you guys. Because it’s the digital age there are a thousand different apps, programs and shortcuts already invented for you, #blessed. They’ll reduce the time and effort you need to spend on growing your following so you can focus on your business instead. These are the best tips and small business shortcuts for social media success that you can use for your small business today!
Small Business Shortcuts For Social Media Success
Define Your Audience
Behind any successful marketing campaign is a strategy that is tailored to a specific target market. Same-same when it comes to social media. Even more so as your social channels are the best place to have an authentic connection with your audience, exactly like my authentic and spiritual connection to my local pizza delivery driver.
To be real with them you need to know who you are talking to. And let’s be honest; small companies don’t have the money and resources available to waste on a platform that your target audience isn’t engaging with.
Ideally, you’ve already established your target market/customer personas with other marketing strategies. If you haven’t, identify the 4 or 5 different customer types likely to need your product or service. Characterise them with individual traits, like their age, gender, profession, interests, etc.
Once you’ve put a face and a name to your customers you can look at the type of person they are and what channels they are likely to engage with to market directly to them.
What Platforms for Who
As discussed, small businesses can’t be every thing to everyone. And different platforms attract different target markets that work for different industries (try saying that ten times super fast!). Since, like, every single day a new social media medium appears, it’s very few businesses that have the resources to have a strategy for each one.
Facebook has the largest amount of users and biggest combination of different demographics, meaning most of your customer personas actively use it daily. There are very few businesses that wouldn’t benefit from having a Facebook page. Use it to share company updates, industry tips, quality content, images, videos and more.
Twitter is great for microblogging and sharing news as it happens. With over 328 million active users it also has a wide reach. However, most of its consumers are under the age of 34, male and highly educated. On that subject, I know where my future husband has been hiding #singlereadytomingle.
Both Instagram and Pinterest are visual platforms based entirely on photos and video posts. They work exceptionally well for aesthetic content such as food, art, travel, fashion etc. Pinterest, however, has a very female orientated user base at over 80% being female between the ages 25-54, so if one of your personas falls in this category, that’s a very targeted platform for them.
Instagram is more of an even blend of sexes, although it is by far dominated by the younger market. Its most active audience are in the 18-24-year-old category, but this decreases dramatically for users over 29 years old. Most users have an average to above average salary. 60% of Snapchat users are under 25 and 41% use it every day, so if you’ve got millennials in your midst, these are great places to start.
Google is super needy and trying to bribe companies to use its products under the pretense it’ll rank you higher for SEO. For this reason, even if none of the personas would be likely to use these apps because let’s face it, no-one does, it’s still worth setting up a Google Plus and Places.
Sorry not sorry to sound like your mum, but getting organised will make your life easier when it comes to social media. By spending a couple of hours at the beginning of each month to plan and create content it’ll streamline the process and save time in the long-run.
Your social media channels are to connect with your customers, not push products down their throats. Stick to the cardinal rules of social media marketing; 80% of your posts should inform, educate and entertain your audience, 20% should directly promote your business.
Produce your own content to educate your audience. It could be blog articles, expert industry advice, e-books, how to’s, checklists etc. Share other content such as industry news, articles, infographics, or anything that’s relevant to your business that could be beneficial for your following.
Be fun and entertaining. Post memes, funny images, video’s etc all for the purpose of keeping your audience engaged. And lastly, 20% of your posts are to promote your business. Share offers, competitions, and discounts with your following.
There are several different applications that make using social media for small businesses so much easier. I’m going to take an educated guess that since you’re a small business, you don’t have an in-house team of marketing managers or graphic designers etc. But ask and you shall receive, and the Social Gods have delivered some wicked apps to make your life easier.
The crew at Canva have got your back and have created a program that’s pretty much photoshop for dummies. It’ll help you create awesome graphics with easy editing options to use on your images or their own. With free icons and shapes and different fonts to add it’ll keep you on brand and fox up every image you use.
A program like bit.ly will shorten your URL’s to share on Twitter and Facebook etc. Buzzsumo will help you identify trending content to write for your blog posts. HootSuite or Buffer allows you to schedule your posts in advance and see what social content is performing well.
For more small business shortcuts for social media, advice and information contact the What The Fox team today. We have the most innovative social strategists with creative social solutions for your brand. Book in for a FREE consultation today.