Social media is an effective yet affordable marketing strategy that can be used to reach your target audience. Although many businesses have come to understand the power of social media in growing their businesses, there are still some marketers who are struggling to harness the real power of this asset. It is a cost-effective method of building a sound relationship with your customer and taking the business to the next level. Here is how to use social media to promote your small business.
The use of technology has helped revolutionise many aspects of modern marketing including our shopping habits. People spend a lot of of their time on social media every day and as a business, if you are not taking advantage of this trend, you could be losing a lot of revenue in the process. Social media is not only cost-effective, but it also has many other advantages for your small business. It helps share your knowledge with the customers, give your company a personality, become a leader in your industry, increase customer loyalty, assist in search engine optimisation functions, and improve brand awareness. If you are still not investing in social media marketing, your competition is taking advantage of your ignorance. That is why you need to invest in social media marketing right now.
There are different ways to promote your small business on social media. The first thing is to know your buyer. Creating the right buyer persona is the first step in developing an effective social media marketing plan for your small business. You have to use multiple platforms to promote your business. Don’t settle for one or two social media platforms when promoting your business, look at the choices available to you and perhaps more importantly, find out which ones your customers use. But make sure you study the behaviour patterns of your buyer before becoming active on social media platforms. You have to be active on the platforms that your buyer often frequents. Target your campaigns on the social media platforms that your customer is active on. That is the best way to get highly targeted clients for your company over time.
Valuable content is an asset to your small business, it helps grow your business within a short time. But you need to distribute the content via the right social channels. That is the best way to reach a wide section of your audience. Quality content will help promote your business among the followers of your customer. In fact, quality content has a viral effect when promoting your business to the right customer base. Social media is important to give your company some personality. It is not about just sharing links. It should include different posts to give your company some personality. These are important techniques to promote your small business on social media platforms.
In conclusion, social media is an effective way of promoting your small business. There are many social media marketing techniques that can help grow your business. It helps to improve the brand awareness and traffic of your business.
The Dutch airline, KLM has developed a social media strategy revered by marketers. The brand uses Twitter, Facebook and Instagram masterfully to provide outstanding customer service and to advance the organization’s brand narrative. As a result of this strategy, KLM makes roughly €25 million annually from social media.
Similarly, after IBM re-tooled their social media marketing strategy to focus on increasing engagement on LinkedIn, the company saw a 4X increase in sales.
“From our work in the experience economy, we’ve found that an effective social media strategy is an incredibly powerful tool to create a multiplier effect on experiential marketing,” says Daniel Yaffe, co-founder of experience relationship management platform AnyRoad. “It opens connections between the online and offline worlds and helps create brand ambassadors.”
Here are 12 ways social media marketers can revamp their social strategy to increase the success of their startup.
1. Create customer personas based on interviews.
When you think “batteries” what’s the first brand the pops into your head? What about when you think about “body spray?”
Chances are it took you less than one recall brands associated with batteries or body spray. This is thanks to the remarkable work done by marketers at CPGs (companies that sell consumer packaged goods).
Organizations like P&G (the makers of Duracell batteries) and Unilever (the makers of Axe body spray) lean heavily on marketing teams to create differentiation for otherwise ordinary products.
Marketers develop meaningful campaigns by always thinking about the customer first. Marketing personas allow the world’s best marketers to do just that.
P&G and Unilever invest millions of dollars each year in getting to know their customers. Marketers conduct focus groups, surveys and one-on-one interviews to learn what the customer wants. Then they develop marketing campaigns that make a difference.
Social media marketers should learn from the best marketing organizations by developing clear customer personas through interviews. Talk to current and prospective customers to learn about their needs and desires, then create social media campaigns that are aligned with what customers really want.
2. Use a social media analytics platform.
It’s difficult to know whether or not your social media strategy is working if you don’t have analytics to provide detailed information.
For example, if your social strategy is focused on Instagram, you should invest in a tool like Owlmetrics to understand follower engagement, growth, and click through rate. This sort of data can help marketers understand if the strategy is producing meaningful results that impact key metrics like revenue or brand awareness.
3. Start asking “the five whys.”
When something goes wrong in a Toyota manufacturing plant, company managers ask “the five whys.” It’s a way of systematically getting to the bottom of underlying problems that manifest in various mistakes. If your social media strategy isn’t working as expected, ask the five whys to uncover root causes.
4. Develop an influencer marketing strategy.
Over 95 percent of marketers who use some sort of influencer marketing strategy believe it is effective. Most marketers don’t unanimously agree on much, which speaks to the effectiveness of influencer marketing.
Brands like Harley Davidson, KitchenAid, and the North Face use influencer marketing to gain access to skeptical audiences who have become weary of traditional marketing and advertising techniques.
5. Test the effectiveness of each platform in your marketing mix.
Simply because a social media platform is popular among some audiences, doesn’t mean it will work for your brand. Test the effectiveness of each social media platform in your marketing mix. Use an all-in-one social media analytics tool to compare performance across platforms.
It may also be the case that some platforms are better at producing one type of result, while other platforms are more effective at producing another type of result. For example, Instagram might be great at generating brand awareness, whereas Facebook may be better suited for generating purchases.