A solid social media presence is paramount to your business’ marketing success in today’s business environment. As a small business, one of the best ways to gain more attention is through the use of a solid social media marketing strategy. You may already have a decent number of followers, but if you’re struggling to gain more and expand your presence, there are some tried and true strategies that you can implement to grow your audience. With a larger influence, you’ll attract a greater number of customers and, in turn, grow your business. If you haven’t created an account yet, it’s not too late to start. Conduct research on which platforms your demographic engages with most often and then invest in some affordable camera gear for your small business and start creating engaging content that appeals to your target audience.
What Is Social Media Marketing?
Social media marketing is a specific type of targeted advertising that exists on social media platforms—Facebook, Instagram, YouTube, and Twitter being four of the most popular. The benefits of social media marketing are astronomical because these sites are able to use specific user-generated data to identify exact users who have expressed interest in similar products or businesses. This type of advertising gives you a huge advantage over more traditional marketing methods because it delivers your content directly to your target market. Social media ads also tend to seem more organic than traditional ones. But, not all of your posts need to be advertisements. In fact, most of them should be organic posts related to your business, products or the lifestyle of your demographic. This helps to build your brand and attract the right type of followers.
Why Is Social Media Important to Your Business?
Even if you’re not using social media to advertise, it’s essential to running a business in today’s world. Most shoppers tend to research products and companies online before ever making a purchase–even if they’re planning on buying from a brick-and-mortar store. Maybe a potential customer heard about your company from a friend. When that person goes to research your business online, if you don’t have a social media platform, you are at a disadvantage. You can present a lot of information through these platforms about both your brand lifestyle and general information like store hours, special sales, etc. And, once again, the advantage of targeted marketing will benefit your business in that it’s putting your products in front of the right audience.
How to Grow Your Social Media Presence
1. Set Specific Goals
Before you try growing your online presence, you should have a clear sense of your goals. Are you looking to gain new followers? Are your posts lacking likes? What is your end goal with your social media platform? Consider a potential call-to-action that you can include in your bio or posts. For example, lead people to your site by putting your website link in your bio. Or, inform people about a new sale and link to the sale page in your bio. Be sure to put your goal in writing and make it specific and measurable. Even if you don’t reach your exact goal, you’ll have a clear idea of what you’re working towards. Set a timeline for your goal as well so that you can evaluate and alter your strategy in the future.
2. Use Analytics
If you’re starting an Instagram or Facebook account for your business, it is imperative that you create a business account because you’ll have access to a plethora of analytical data. Business accounts are also given the option to use the sponsored ad feature. Learn how to understand your social media analytics, and you’ll get a lot of insight into who is viewing your posts, how engaged users are with your content and when people are looking at your page and posts most often. This will help you alter your strategy and refine your process of growing your presence.
3. Post Sponsored and Organic Content
We’ve mentioned the benefits of sponsored posts several times because of the huge advantage this feature offers. The ability to pinpoint the exact people who are already interested in similar companies increases your chances that they will also be interested in yours. You no longer have to go searching for your audience. They are basically coming right to you. However, organic content is very important, too. No one wants to follow an account that only posts advertisements that flood their newsfeed. Instead, use your organic posts that encompass a lifestyle that your market lives or wants to live. For example, if you sell outdoor gear, post photos of exciting outdoor adventures, like people rock climbing or hiking. You can invest in affordable recording equipment for your small business to start collecting a professional-looking set of photos that you can post to your account regularly.
4. Build Relationships with Followers
Creating a strong social media presence is about more than just posting content and running targeted ads. You also need to engage with your follower base to create an emotional tie between you and your customers. When customers feel emotionally invested in a company, they are much more likely to stay loyal and become return customers. Follow other similar accounts (though not necessarily direct competitors) and interact with their account by liking and commenting on photos. You can even network with others by sending direct messages and building a business relationship. You should also encourage your own followers to engage with your posts more by asking questions or even running polls on Facebook.
Expand Your Influence
Growing your social media presence is not difficult if you’re willing to put in the time and effort. Create a content calendar to keep you on track and organized. This will allow you to strategize your posts and help you to set specific goals that will work towards your overall growth goal. A combination of organic and sponsored posts is necessary to build your brand but also attract the right audience. The quality of your content is very important, though, so you should consider purchasing affordable photography equipment to ensure that your content is top-notch. Once you’ve nailed down a strong strategy, get out there and start engaging with followers and other accounts to get your numbers up and help your business grow.
