In today's modern age, social media is one of the most effective marketing tools to reach your target audience. A social media marketing campaign often costs very little to manage, which is good news for small businesses with limited budgets. Still, it can be daunting to figure out which social media platform to use or what sort of content to produce.
Here are some tips for crafting the best social media marketing strategy for your small business.
Find Out Who Your Audience Is
To develop effective messaging, you have to determine your target audience and what platform they use. One way to find out is by sending surveys to your existing customers, asking which social media platform they prefer. However, a small business might not have generated enough customers yet to use this method.
Social listening allows you to see exactly who is talking about your company and engage them directly. Initially, you should use social listening across multiple platforms, then stick to the one with the most interested users. Having multiple social media accounts isn't a bad thing, but interacting with multiple users on each one can be time-consuming. Your social media account should ideally only engage with your audience or respond to customer concerns rather than promoting sales.
Set Actionable Goals
Pinpointing your target audience is the first step to setting realistic goals for your social media marketing campaign. Having goals in place is just as important as actually getting customers through the door. It also allows you to easily track the results and ROI of your marketing campaign.
For example, say you debut a new product arriving in your store exclusively on your brand's social media page. You can determine that a majority of your target audience will purchase that product because they saw it on their timeline. If your customers don't show interest in this product, you can use that data to regroup and showcase a different item.
You can also directly ask your current customers what they want to purchase using the brand's social media page. This allows you to narrow your focus on the customers most likely to enter your store. While brand awareness is essential, increased foot traffic is often crucial to a growing small business.
Be Consistent With Your Posts
Your messages should be posted within a steady time frame and be consistent with your brand's image. How often you need to post will depend on your primary social media platform. However, most experts agree that posting once per day is sufficient to keep your target audience's attention. Many social media platforms, like Facebook and LinkedIn, allow you to schedule posts in advance.
Most marketers use several other channels to engage customers, such as TV commercials, radio advertising, and even direct mail. It's crucial to create consistent messages throughout your company's advertising channels and social media accounts. Twenty-six percent of marketers revealed they generated positive revenue increases with multiple cohesive advertising campaigns.
Implement Creative Visuals
Images and videos often get more attention compared to text posts on social media. The average consumer watches online videos for 100 minutes a day. The majority of advertisers also plan to increase their video spending budgets in the future.
Videos are also more likely to be shared by your audience on their timelines. This increases engagement, attracts more potential customers, and builds your brand.
Use Paid Social Media Ads
If your small business is struggling to attract customers on its own social media page, paid ads are a great solution. A sponsored Twitter ad usually leads to 41% of customers buying the advertised product within a month. These ads can also feature links to your brand's social media account and website, drawing in more of your target audience.
Be sure to link to your social media pages on your small business's website as well. More followers on social media mean more shares across many platforms and healthier business growth.
Executing the Best Social Media Strategy for Small Businesses
Small business owners often struggle to find the best ways to promote their brand, often losing money in the process. With an excellent social media strategy, you can safely test new advertising campaigns with minimal financial loss. Connecting to your audience through social media is also the best way to create positive customer experiences, increasing sales and brand trust in the process.