Social media marketing is not only an online presentation. Using social media marketing tools to create high-quality content can be of tremendous benefit to your business and a highly efficient way to reach more customers.
Interactive digital marketing has effectively replaced print, radio communication, and TV ads. As a fun fact, it’s worth mentioning that advertising was developed more than 100 years ago, in 1898., by the American advertising and sales pioneer E. St. Elmo.
As a form of advertising, a new approach has developed and digital media marketing is now leading the way providing the opportunity to reach customers online and bring remarkable success to businesses.
Social media marketing is a particular form of digital (internet) marketing that helps achieve marketing communication and branding goals. One of a few benefits – social media is a visual search engine that engages visitors to its interactive content, such as videos, photos, posts, etc.
Why use a social media marketing strategy for your business
To better understand your customers
Have you ever asked yourself how much you know about your customers/consumers? Depending on how long you are in business, you may already have a great knowledge about who your customers are.
Still, many business owners or companies have very little understanding of who their customers are. This is where social media strategy can help gather more valuable insights and information about your target audience (customers or consumers).
Social media can help you learn more about customer’s demographics, behaviors, and interests all of which can be highly valuable when determining your marketing strategy and approach. It also can be beneficial to creating content that will best communicate with your audience.
To better understand your competition
By checking what your competitors are doing to increase their social media presence and online visibility, you can not only get ideas and apply those ideas to your strategy but you can also get more insight into what is working well and what is not recommendable.
A great approach is to conduct a competitive analysis to understand and have a closer view of what is working and what is not for businesses in the same industry as yours. It’s always recommended to get some inspiration from the successful social media strategy of other businesses like yours.
To reach more customers
Reaching more customers can be challenging especially if you are just starting to build your business and your audience. You can invest time and resources to have a new, stunning, and engaging website developed, but you still need to find a way to get customers to your door.
By using social media strategy you can work to increase your business level by creating high-quality content that is engaging, interesting to read, and informative. If the content is not informative, people will most likely leave and not get in touch with you to learn more about your services.
When using a specific social media platform to share content that is informative and engaging, you will reach an even wider audience in no time. Keep in mind, that consistency is key so make sure you post content regularly.
To increase brand awareness online
It may be challenging, but once you build a great social media strategy for your business, it will lead to increased visibility and exposure of your brand online. The more you work on your business visibility, the more opportunity you will have to help people become more aware of what you do.
Once people start familiarizing themselves with your brand voice, they will reach out to you and book a service or purchase the product you are offering.
Here are some tips for effective social media marketing
1. Do your research
No business is the same, so better to perform some planning before starting with SM marketing strategy, involvement, and campaigns. Still, keyword research is beneficial to get the audience that fits best your business needs, as well as to give you ideas to create valuable visual content.
2. Strengthen your network
Social media is all about connections and networking, such as it’s important to reach out to the audience. Try connecting with likewise businesses, connect with your previous clients, and business partners (LinkedIn), increase your network by joining different groups, or create your own.
Ensure your posts are interesting and engaging so that visitors respond more often. Also, increase communication with your network – share, like, and comment on others’ posts.
3. Listen to your audience
Social listening can help you generate leads. It allows you to identify conversations your audience is having, their needs, concerns, problems, or goals. You can provide better support by offering them a solution to their concerns. They will be more than thankful.
Think about joining the conversations such as online chats: Twitter chat, Buffer chat, etc. Also, you should use Google Trends – a tool that allows you to identify keywords that potential customers are searching.
The whole point is to be empathetic, helpful, and not sales-oriented. Keep the personal touch with the potential customer, and focus on their needs, not your products or services.
6. Create engaging content
Not every business needs to be extremely creative with its marketing plan, but keeping posts interesting is important.
Include different types of content (i.e., video, polls) so your posts stand out.
Also, people love novelty, so having some twist or an unexpected ingredient in your posts is a good idea. For example, when most people think of Old Spice, they probably think of Terry Crews playing instruments with his pecs, or a muscular young man on a horse, both done in a comedic fashion.
When it comes to engagement, don’t be afraid to speak with your customers through social media, and even share what they have to say with the rest of the world. If you do, make sure you ask them first and give credit where it’s due.
Another way to spark engagement is to use hashtags. Hashtags are a way to attach a keyword to your posts to increase their potential reach online. It’s important to keep in mind that the hashtag doesn’t replace keywords, but rather works alongside them to give your post more visibility online. The more relevant the hashtag is, the more likely it is destined to gain traction.
4. Ask for reviews
Online reviews give your business the reputation and the possibility to influence potential customers. Don’t be afraid to ask for references from previous customers. They will be happy to assist you as long as you provide excellent products or services.
Make it easy to leave a review, no one wants to spend time roaming through unknown links. Luckily, it is pretty easy to leave a review using social media platforms. Always respond to the client’s compliments, make it short and polite.
5. Make your posts stand out
Posting interesting articles that easily engage visitors is the most important element of social media marketing. Make your posts stand out by always posting new, fresh content. Don’t forget infographics, videos, motivational photos, etc.
6. Invest in Ads
This being said, social media channels offer a great advertising solution that replaced the old ways, such as TV, radio, and newspapers. Social media marketing has transformed how brands interact with their customers, so if you are running a small business, you should also consider an online advertising tool.
Promote your business by setting up a campaign with Facebook Ads, Twitter, Google, Linkedin, Instagram, or Pinterest, and watch your brand grow. Target the right audience, and set up a desired reach and targeting options.
7. Be consistent
Posting consistently can go a long way in cementing your business on social media sites. Not only will this increase the likelihood of your customers seeing your posts, but posting more frequently can also help entice new customers to your business if your posts are getting enough engagement.
At a minimum, you should post a few times a week. However, if you can swing it, try posting daily and around the same time each day.
Unless you have a dedicated social media team, anything more frequent than this will take up too much of your time. Create a daily post that engages your audience so you can engage back with them.
Social media users have a very short attention span, so try to keep your posts short and sweet whenever possible.
8. Measure with analytics
Finally, don’t forget to track everything. Analytic tools are available for all social media platforms, allowing you to track visitor’s engagements. That can also benefit keyword research.
Social media marketing possibilities are tremendous, as they benefit your brand in various ways. However, by choosing the right platforms, identifying your goals, and planning your approach, you can ensure your social media marketing supports your business.
Which social media marketing platform to use
Facebook is a robust advertising platform and a great place to start for businesses that are targeting a larger audience. It offers a vast variety of content types such as posts, images, or videos. You can also set up and schedule posts and campaigns to boost your presence.
Instagram is another wonderful platform ideal for businesses from different industries that help determine industry-specific content, engage with younger demographics, or help promote visually appealing products and services. This platform is great if you are looking to use imagery and short videos to get a wider audience’s attention.
This social media environment is recommended for businesses that can create high-quality video content. Bearing in mind that YouTube is the second largest search engine after Google, this is an excellent choice to promote your business. You can use it to post tutorials, presentations, and more.
LinkedIn is useful and effective for building professional relationships and it’s best for B2B businesses and other professional network opportunities.
Similar to Instagram, this social media portal is ideal for businesses with visual content. It’s popular within lifestyle, fashion, interior design, or similar business industries. Users mostly visit Pinterest to seek ideas and inspiration.
There are a few other platforms to choose from, such as TikTok and X (previously Twitter), but when choosing the best one that may work for your business, make sure to consider the demographics of your target audience, the type of content you can produce consistently, and your overall advertising strategy.
Various strategies can be used and applied you are looking for the best tips for social media marketing for your particular business, but always consider a variety of factors involved in what exactly you are looking to achieve with your social media strategy and how it can impact your brand long term.
One of the social media tips is that it is helpful to have a social media content calendar to keep track of your posts and measure social media analytics. Also, make sure you download social media apps for easy access.
Different platforms attract different audiences
Below are some key numbers that can be helpful when deciding which social media platform and social network is best to promote your brand and will honor your marketing efforts:
- Instagram has 3 billion active users worldwide in 2023.
- Pinterest’s main audience is women – over 60% globally. Women make up more than 60% of Pinterest’s global audience. Gen Z and Millennials use the platform the most.
- LinkedIn is mostly used for B2B lead generation and business purposes.
- YouTube is one of the most popular search engines in the world after Google and is used for user-generated content.
- Facebook and its relevant content in social posts can be used to build brand awareness and brand identity.
Running a small business can be overwhelming and you may find yourself busy with multiple tasks and one of those can be how to promote your business. Luckily, in today’s world, there are many ways to do so, and social media marketing strategy is one of them.
Once you determine a social media marketing plan for your small business and set up social media marketing goals that are unique to your niche, you will be able to reach out to the target audience quickly.