Social Media Marketing for Small Businesses

Social Media Marketing for Small Businesses

Posted 25 November, 2021 at 15:00

Author Ronnie Findlay on behalf of Everything Digital

Gone are the days when consumers would spend hours scrolling away on social media, not exactly paying attention to what they are seeing. With the evolution of social media and all that it offers, consumers now have plenty of things they can see, learn, buy, sell, and review on social media. And the number of internet users spending time on social media is only increasing each year. It gives businesses, especially SMEs, the perfect opportunity to tap into social media marketing and increase their visibility and reach. In the coming years, social media will drive everything from sales and brand awareness to customer acquisition and customer service. Hence, small businesses have a lot to gain if they make social media a part of their marketing strategy.

So what can Social Media do for your business?

One of the biggest reasons social media marketing is a must for every small business is the access to a vast audience with potential customers from different demographics. It provides a brilliant opportunity to increase the reach and engagement with existing as well as potential customers. Something hard to achieve using traditional marketing strategies. Social media marketing can help small businesses:

Improve Brand Awareness

Social media provides a more cost-efficient and targeted method of improving brand awareness than any other channel. Whether it is organic social media posts or paid ads to a targeted audience, there is more than one way of increasing your business’ reach through social media marketing. 

Increase Engagement

Engagement is key to building better relationships with customers. And social media is the perfect platform for increasing meaningful interaction and engagement with your current and future customers. Moreover, social media also allows you to measure your engagement through analytics and reports. So you can modify your strategies accordingly and get the desired results. 

Increase Website Traffic

When used together, SEO and social media can do wonders for driving more traffic to your website. Directing your audience from social media to your website helps increase inbound traffic and improve its ranking and visibility on search engines. More website traffic means more awareness and eventually more conversions.

Drive Sales

The ultimate aim of marketing for any business is to drive sales. And social media can do this swiftly and efficiently. Platforms like Facebook and Instagram have made it easier for businesses to promote and sell their products and services to their target audience through paid ads, focused campaigns, and re-targeted ads. Social media offers the best chance of getting your products in front of your potential customers and drive more sales at an attractive cost.

Social Media Strategies for Small Business

Everyone understands the value of social media marketing, but few know how to leverage it to their business’ advantage. Here are a few basic strategies that can help you make a successful start:

Set SMART Objectives

Your social media marketing strategy needs to be based on specific goals. Before you venture into the world of social, it is vital to set SMART objectives, i.e. Specific, Measurable, Attainable, Relevant and Time-Bound. An example of a SMART goal would be to increase the number of website visitors from social media by 10% in six months. It is essential to ensure that your goals are realistic and achievable in the time frame and budget you set. Small businesses can also follow and learn from their peers and align their goals with businesses already doing well on social media. 

  • Identify your Audience

You can only succeed at social media marketing if you know who your audience is. So before implementing any strategies or activities on social media, it is vital to study your target audience. Analytics reports can give you all the information you need, like your audience’s age, gender, and marital status, along with their location and profession, among other things. These reports can also give you insights into their likes, dislikes, preferences, and behaviour online so you can tailor your messages on social media accordingly.

  • Choose the Right Platforms

There are several social media platforms for you to promote your small business. However, not all of them may be relevant. Based on who your target audience is, you can choose the five best social media platforms. This way, you’ll be able to target the people you want and save money that can be used elsewhere. It may also be easier for a small business with limited resources to manage three-five social media platforms effectively than trying to juggle more than five. 

  • Build Trust & Relationship

The most attractive feature of social media is that it allows businesses to engage with their customers directly and immediately. In doing so, they can increase their customers’ trust in their business and build better relationships with them over time. Since most people use social media to research a business and its interactions with other customers, it is essential for SMEs to engage with people on organic posts and paid ads regularly. It will give them confidence that your business is authentic and empathetic. 

  • Use Different Formats

There is no limit to creativity when it comes to sharing content on social media. Based on the nature of your small business and the resources available to you, you can share a mix of images, videos, audio, and text-based content and drive more engagement and lead generation through it. 

  • Use Calendars and Scheduling Tools

Social media offers a lot of flexibility and convenience when it comes to posting content. You create social media calendars and schedule posts accordingly using some social platforms’ scheduling tools or other third-party scheduling tools. It will save you time and help you stay organised and consistent in posting content on your business pages. 

  • Track Performance

Lastly, it is crucial to measure the performance of your organic and paid social media activity. You can use individual social analytics tools or third-party tools to track the performance of each post or ad and tweak your future content to be exactly as your audience likes it. The analytics reports also help you keep an eye on the metrics that have the most significance, so you can ensure that all your goals are met on time.

Although it may seem straightforward, pursuing business growth through social media marketing is not that simple, and there is no fixed approach to mastering it, especially for small businesses. If you are struggling to tap into social media marketing and are looking for an agency that can take charge of your social presence, you’ve come to the right place! Call us on 0116 2989099 to learn more about our digital marketing services, including content and social media marketing.

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