As recently as the start of this millennium, simply having a website was more than sufficient for small businesses seeking new customers. Nowadays, a website is nowhere near enough - even the smallest business needs to make use of social media to bolster its marketing operations.
A free tool that helps brands to engage with customers in many different ways, social media can make the difference between profit and loss. Businesses can share their latest products, any bits of information and answer any customers’ questions, but how can they make it work? The answer is to have a social media strategy, something even the smallest enterprise can do.
Choose the Appropriate Platforms
Social media strategy should cover different platforms - Facebook, Twitter, Instagram, Pinterest, YouTube and LinkedIn are the most commonly used for business. Facebook and Twitter are the most popular, with the former having over two billion users worldwide.
The first step is to choose which platform is is right for your business. For short, snappy posts and ease of interaction with customers, Twitter ticks those boxes. If you have new images of your latest product, Pinterest is the place to be. Facebook offers the best of all of these worlds. Look at successful rival companies’ social media accounts and study how they use them.
What to Share?
The next step is knowing what you want to use social media for. Social media strategy should involve a list of what you want to use each platform for e.g. YouTube for live videos. In theory, you can share anything on social - videos, images, links to web pages. It must, however, be relevant to what your customers want.
An example of this is your business’s latest blog post. If it is about your latest offer, you should share it straight away on the brand’s different accounts. You should also look to share it or tweet it out to any relevant people/organisations in your industry, such as a tech magazine for a new motherboard.
Keep it Engaging
Whatever you post on social media, it should be engaging; every post you create should have value, regardless of if you have something to sell, try to explain why the customer would find it useful. This is easier to do via video platforms or on Facebook, where you have the room to create a longer post.
Engaging content should be something that your customers want to share. It could be a meme, a funny image or something that they might really enjoy. When you first try social media, experiment a little to see what content works and what doesn’t. Stick to what works best in terms of shares and positive feedback.
Monitor the Stats
A big part of any social media strategy is looking at the numbers of followers, shares and visits. Some platforms have their own internal tools where you can get all the key numbers, such as Facebook. There are, however, external tools you can use for free such as Google Analytics.
Using these stats, you should know which posts were the most popular and get useful tips on where you need to improve. If you have two similar posts that were viewed and liked quite often, that should tell you what your followers want. If your numbers don’t look too good, find ways of turning that around.
If you enjoyed this article we have more industry news where this came from! Social media is the digital job of the moment, and we have a number of social media jobs on the website that are red hot and waiting for you to apply. What are you waiting for? Upload your CV, create your account and get searching through thousands of fresh marketing jobs.