In our line of work, we’ve often heard businesses, especially small businesses, say that social media just doesn’t cut it for them. Their main objections are:
- Social media marketing takes too much time
- I have a business to run
- Not sure where to start with social media marketing
- Not sure how to keep social media marketing going in the long run
If you think that posting online is a waste of time, as you’d rather be focusing on actually running your business then you’re in for an unpleasant surprise. Nowadays social media marketing is an integral part of running a successful business, big or small, locally or globally.
As social media continues to change consumer habits and the way people communicate, it has become an increasingly important tool for small businesses as they realized the importance of targeting their clients through social media platforms.
Originally, Social media platforms erased boundaries, shortened distances, and served to keep friends and family connected. Nowadays, as a business, it is in your best interest to harness the power of Twitter, Facebook, and LinkedIn, as these are here to stay and have become the main engine that drives businesses globally.
The numbers speak loud and clear. According to Hubspot, there are over two billion active monthly users on Facebook, and Instagram boasts one billion users, with Twitter at 365 million, worldwide. In the U.S. alone, 77% of the population has one or more social media accounts. The fact is that social media marketing, even for small businesses, is no longer simply an option.
In today’s interconnected world, clients research before committing to purchases online, and they seek recommendations from friends and family. Having said that, it is in the best interest of small businesses to have a vibrant and interactive social media presence.
You need to go where your clients are, so unless you want to be invisible, the time to embrace social media is now. Take the plunge, and step into the social media arena to showcase your products and services, and you won’t look back. Only a few hours a week and a few clicks of a button will result in a striking return on your investment.
Social media platforms are the stage upon which you can connect, build, and maintain relationships with existing and new clients while growing your brand. We’ve put it to the test and closed numerous events using Twitter and Facebook, so we know it works.
If you are new to social media marketing here are some answers to the most common questions we get at Cube Creative:
What is effective social media marketing for small businesses?
- Start by setting the right goals and define exactly what you want to accomplish
- Know and understand your target audience
- Focus on quality, not quantity
How can I use social media to grow my business, build brand awareness, and start building relationships?
- Define your mission, values, and standards
- Provide value for your clients: Inform and educate your audience as you promote your brand
- Offer rewards and incentives
- Pay attention to client feedback, one dissatisfied client can damage your business
- Create a personalized experience for your clients and you’ll increase client retention
What are the best social media marketing strategies for a small business or startup?
- Create profiles on multiple platforms
- Establish yourself as an authoritative and influential figure in your niche
- Focus on community
- Don’t forget existing clients as you focus on getting new clients
- Set aside a budget for advertising and promoting your brand
Now let's dive into a few important details to help you get started on your path to successfully growing your small business with a smart social marketing strategy.
Define Your Goals
Set SMART goals for your social media marketing strategy. If you are not familiar with SMART goals here’s a simple way to familiarize yourself.
- Specific: clearly define what you want to achieve, and be specific
- Measurable: determine how you’ll monitor your progress
- Achievable: determine whether your goals are attainable
- Realistic: define what you can realistically achieve with available resources
- Time-specific: Set deadlines specifying when desired results can be achieved
Defining a clear set of goals will also help you track your key performance indicators (KPIs) and metrics more accurately.
Quality Beats Quantity
There is no magic number when it comes to how often you should post on your social media channels, however, quality always beats quantity. Simply remember to be consistent. Establish whether to post daily, weekly, or monthly.
There is a difference between a repeat client and a loyal client. A repeat client may choose to come back for a special offer, as they shop around for deals, whereas a loyal client won’t even consider the competition. Brand loyalty is the result of being transparent, focusing on value-added, and building a relationship with your clients.
Focus On Community
Unlike traditional advertising, social media marketing is a two-way conversation, allowing businesses to connect directly with clients. A winning formula for any business big or small.
Connecting with social influencers, such as bloggers that write for your niche, will give your business credibility and reach more people. The key to success, on social media platforms, is to engage the online community and interact directly with clients.
Consider Advertising
Compared to traditional advertising, the costs to advertise on social media are decidedly lower. Investing a little money in advertising, on social media, will expand your reach and visibility, ensuring that the time you’ve invested pays off.
If you want your website to appear at the top of search engine results, try investing in Google Ads. It’s cheap and it’s simple. Just make sure you use an accurate list of keywords that properly represent your business, in most cases these keywords can be found on your website.
You can also amplify your social media message on Facebook, Twitter, and LinkedIn.
Use social media platforms’ built-in tools to help you create ads, share offers, identify your target audience, and gain more followers. With just a few clicks and a small budget, the world will be your oyster.
Repeat What Worked
As the old proverb says, “if it ain’t broke, don’t fix it.” If your social media efforts were successful, repeat the steps you took and keep doing what is clearly working for your business. It’s really that simple! On the other hand, if something doesn’t work, try something else. Just keep in mind, that if you launch a Facebook ad and it doesn’t deliver results, don’t ditch the idea of advertising on social media altogether. Be persistent, try it again, by redefining your audience, your message, or the amount of your investment.
Social media is a powerful marketing tool that many small business owners use. It’s unique in that it can heighten a company’s visibility, broaden its reach and engage current and future clients, but it will only work if you do it.
