Social media marketing for small businesses is becoming more important than ever before and long gone are the days where being present is enough. Today, you need to do more than ‘just have’ a Facebook page. The truth is, you need to nurture a presence across your social media channels.
As a small business owner, capacity is always going to be an ongoing issue. So, how do you capitalise on what little time you have to harness the power of social media and generate valuable brand awareness and sales for your business?
We have put together some simple tips for you to consider when approaching social media marketing for your small business.
Understand your capacity
If time is an issue, keep this front of mind. Don’t make the mistake of signing up to every social media platform and instead, think about where your customer is most likely to be and start there. Managing one social media channel is going to be more achievable than managing three or four.
Start with making a commitment of how many posts you plan to make each week. It might be every other day or perhaps once a day. Keep your commitment realistic and remember, sometimes it will vary. Making a commitment upfront will help you be more accountable for posting regularly.
To capitalise on when you post, learn how to read your social media insights so you can make informed decisions about when to post and what content performs the best.
Plan and be consistent
Do you plan your content in advance or do you fly by the seat of your pants each week? Chances are if you don’t invest any time in pre-planning, then you are more likely to get to the end of the week without posting anything at all. Sound familiar?
Take some time each week to think about what’s coming up. Is there anything happening in your business, your industry or in the community? Planning in advance can include anything from product or service-based posts, behind-the-scenes, community involvement, articles and even special event days or weeks. If you know how, use scheduling features to save time later in the week.
When posting on social media as your business, it pays to be consistent. Think about what you are saying and how you are saying it, and what images you are using. When people see your posts and your social media profile, you want them to immediately know who you are and what you do. Your profile picture should always be your business logo.
Don’t be a pitch, be a resource
Whether you’re a service-based business or sell products, don’t make the mistake of always having your sales hat on. If all you talk about is, ‘buy this’ and ‘buy that’ then it won’t be long before you hear the deafening sound of social media crickets on your page.
Don’t be afraid to share your knowledge and where appropriate give advice. Not only will this show your audience that you are friendly and helpful, but it will also help position you as a leader in your field.
Do you ask questions in your social media posts? On Facebook and Instagram especially, the algorithm responds best to people engaging in meaningful conversation on your page. That means, when people start talking to each other on a post, it will be seen by more and more people.
Asking questions isn’t something you need to do on every post, however, consider it as part of your overall strategy. Don’t be discouraged if you ask a question and no body responds. If your page is still getting the foundations in place, generating engagement will naturally take time. Try and try again.
If you’re on social media waiting for thousands of people to like your page, then it’s time to take a hard look in the mirror. The fact is, this is very unlikey to happen.
If you want people to engage with your page, then you need to do the leg work and leverage other pages to find them. Invest five minutes a day to be social with other pages.
When incorporating this exercise into your social media strategy, you might consider interacting with pages that might be connected with your potential audience, customers who are businesses, stakeholders, community partners and/or centres of influence.
Not only will this encourage other people and businesses to notice you more but it will also help position your business as more approachable and personable.