It’s the 21st century, which means social media for small businesses is more of a necessity than an option. In today’s internet-driven world, most consumers look for a business’s online presence before visiting in person. Social media allows companies to increase brand awareness and build valuable relationships with customers.
With various platforms to choose from and hashtags to explore, using social media (and using it effectively) can be overwhelming. We’ve narrowed down some of the top ways to market your business on social media.
1. Discover which platforms will best reach your target audience.
While it seems like a simple task, choosing the right social platform can be more complicated than you think. These are the top social media platforms for small businesses:
- YouTube
- TikTok
Similar to other business marketing strategies, not all social media platforms are created equal. Before investing in a network, consider the nature of your business and the type of content you plan to share.
Spend time researching the demographics of your intended audience, particularly ages and genders, as this will help determine where they spend their time online. For example, more men (56.4%) than women (43.6%) are regular Facebook users. Of the over 1 billion monthly Instagram users, one third of its users are between the ages of 25-34, followed closely by the 18-24-year old age group.
Facebook can help virtually any business gain visibility and interact with customers of all ages. The platform offers multiple ways to market your business through text, images and videos.
Platforms like Instagram and Pinterest are useful for businesses that share a lot of visual content (photos and videos). Niche markets such as photography, food, travel, and health and wellness excel on visual platforms.
If you plan to post video-only content, TikTok and YouTube are two must-have platforms. LinkedIn is best for professional networking but can also be used to promote your business and build brand identity.
2. Increase brand awareness through an intriguing marketing strategy.
As business owners, you want people to remember your brand. You want your products and services to be the “Kleenex” of your respective industry — so popular that your brand becomes a household name. To do this, your social media content must resonate with people.
Start with identifying your goals and target audience. Who are you trying to reach, and what message are you hoping to convey? Answering these questions is integral to successful small business digital marketing.
When brainstorming ways to market your business online, consider creating a personality for your social presence.
Online followers want to see unique, human-centric content that tells a story.
Don’t be afraid to brand your business boldly. Take Wendy’s, for example. The fast-food restaurant has amassed nearly 4 million users on Twitter for its snarky tweets and roasts of its biggest competitors. While this specific type of marketing does not work for every business, the goal is to increase brand awareness by creating a buzz that will leave a lasting impression.
3. Give consumers a reason to purchase your goods or services.
While selling should not be the primary focus on social media for small businesses, followers are worthless if they aren’t buying your product. One of the most valuable ways to market your business is to turn your social media audience into a loyal customer base by handing out experiences.
Hosting contests or giveaways is a way to promote your brand without being too pushy. Plus, everyone loves freebies. The classic “like, share and comment to win” is a sure-fire way to increase engagement. Caption contests and “submit-a-photo” contests are other fun ways to build rapport and increase brand awareness.
People want to give their business to brands they trust, and there is no better place than social media for small businesses to build such trust. Familiarity is the foundation of trust; give your followers exclusive sneak peeks or behind-the-scenes glimpses to make them feel special. For example, if your business is a restaurant, snap a photo of the chef in the kitchen or encourage interaction with a live video stream.
4. Make plenty of time for direct personal engagement with the public.
Social media is meant to be exactly that — social. People aren’t looking for one-way experiences on social platforms: they want connections. Directly engaging with customers shows that you care, which creates a stronger bond with your brand. In addition to your regularly posted content, make it a point to respond to customers individually when they comment or send messages. Responding as soon as possible is one of the best ways to market your business on social media. In addition, it increases the chances that the customer will perceive their experience with you as positive, which is the focus of all business marketing strategies.
Make sure you respond to negative comments and messages, too. Ensure that your replies are respectful and non-confrontational and, if possible, offer a way to fix the problem.
5. Connect with other social media influencers to build your audience.
In addition to engaging with customers on social media, one of the most popular ways to market your business is by engaging with influencers and other leaders in your industry.
Influencer marketing is a prevalent tool for building your business — nine out of 10 brands are using some form of influencer marketing. A share or endorsement from just one famous social media influencer could increase brand awareness and propel your business into the spotlight.
Focus on influencers whose views are consistent with those of your business. Start by interacting publicly, liking their content and commenting when appropriate. After a while, when you’re ready to suggest a partnership, message the influencer directly. Describe your brand identity, what you hope to accomplish and how they will benefit from your campaign.
There is no shortage of ways to market your business on social media. Take advantage of these small business digital marketing tips to increase brand awareness and build valuable relationships with customers in your target audience! Social media should push online users to your website to convert to sales. What does your website say about you?
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