3 Steps to Social Media Success – Small Business Edition
There’s a lot of pressure these days to keep up with the Joneses by having a social media strategy. Unfortunately, a lot of small businesses lack the resources and knowhow to leverage these non-traditional advertising channels effectively. The following checklist will help you to make a more informed decision about how and if your business is ready to go social.
- Choose the Right Platform for Your Audience
B2B vendors should start with LinkedIn. LinkedIn has phenomenal metrics (more on that later), and is generally perceived to be more business-oriented and trustworthy than Facebook. Sponsored posts can be easily targeted to businesses and geographies that fit your sales demographic. Conversely, B2C businesses need to reach consumers where they interact casually which is Facebook, Instagram, or even Pinterest. Twitter can be an effective channel for both B2B and B2C businesses, but with the fleeting nature of the Tweet, you’ll generally get less return from each post.
- Set Specific Goals and Use Metrics to Ensure You Meet Them
How will you know if you’re successful if you do not first define what success means? Is it generating a certain number of leads? Are you creating individual landing pages for each post and tracking clicks? Who will be posting and how much time should they spend per week? All of these are important considerations before you begin any social media strategy. Consider overall business goals and how social media can help the company reach those goals faster.
- Be Ready to Create and Nurture a Community
It’s called social media for a reason. If you want to start a Facebook page just to post about your own products, you are in for a rude awakening. That type of hard sell doesn’t generate engagement. So how do you convert? Give your followers valuable content that they actually want – for free. Options include articles, interviews, videos, white papers, and anything else in which your customers are interested. Pepper this type of free content with new product announcements, sales, and more company-centric posts. Followers will begin to build trust and favorable perceptions of your company. It typically takes about 8 touch points before a sale. Don’t give up too soon.
About the Author
Melany Joy Beck is a writer, filmmaker, and content strategist. Her experience in direct response advertising has fueled her passion for developing successful social media campaigns for small and large companies in the entertainment, technology, and healthcare markets.
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