Social media has become an integral part of our business. Businesses of all sizes have begun to take advantage of the available platforms. Today we will try to organize tips on social media for small businesses. There are many small businesses looking for a social media platform to promote their business/services. Yet these small businesses fail or are unable to make good use of social media in the growth of their business. There are many ideas and strategies on how to best use social media, but the topic of social media marketing for small businesses is not given importance. According to the Digital state of Marketing India 2017 Octane Research:
60% of small businesses promote their business on social media. 50% focus on SEO and 35% use a multi-street advertising platform.
70% of small businesses consider a content strategy as their primary marketing activity.
52% of business owners use social media to effectively address customer engagement.
More than 20% of entrepreneurs have made 50% and profit using social media.
The main reasons for such poor statistics are uncertainty over the use of social media, including return on investment, and urging stakeholders to use social media. It is thus important that you talk to the elephant in the room and analyze how useful social media resources are for small businesses.
Social media marketing for small businesses is a great way for small businesses to generate revenue and build a reputation. If used, social media can be more effective when compared with traditional media. Social media marketing for small businesses offers them an edge on the kind of content they deliver. Also, since social media is a two-way communication process, it helps businesses see what is in their best interests. Social media for small businesses also helps to produce the Word of Mouth, which is one of the best tools for emerging businesses.
Social Media Marketing for small businesses | 10 Tips for Effective Use of Social Media
Who is your target audience
The first and most important part that small businesses need to focus on is defining their target audience. This helps small businesses to use their communication strategies more effectively. The target audience should be defined as a group based on age, gender, location, behavior of online users, likes, dislikes, and interests. With niche products, business owners can also target users based on their birthdays and important events. defining the audience helps to improve the final outcomes. For example, a local shoe store should not target users who have an interest in swimming. The store will definitely not get the results you want.
Set attainable goals for yourself
Rome was not built in a day. Small businesses need to understand this basic fact. Often, when a new business starts to sell on social media, there is more excitement to overachieve its sales target. To achieve this goal, small businesses start to update their feed with many posts in a short period of time. This leads to a user’s dislike of the product/service. The set goals must align with the basic strengths of the product and the technology. For example, if a business is into selling shoes, they should not set a goal of repairing shoes in their area.
The right medium
For now, everyone knows, social media is free. Even paid campaigns can be done at a lower cost compared to traditional media. It is in this context, where we often see small businesses jump the bandwagon and create profiles on all existing platforms. Aggressively promoting products on the wrong platform demotivates potential customers. It is thus advisable for SMEs to start identifying the right platform on which to grow their business. Eg. if a shoe seller promotes its product on LinkedIn, he might not get viable results.
Improve your main product/service
As each business rides on a communications platform, it is important that they promote their core product/services. We see businesses developing their services or peripheral products around their core offering. Most of the time, these SMEs do not have the capacity to meet the need, which can lead to negative verbal abuse about their business on social media. Let’s go back to our example; if a shoe seller tries to aggressively promote socks instead of shoes, it will not benefit the business in the long run.
Create quality content
let’s now look at the type of content that a business should promote on their social media pages. Businesses should always focus on creating good quality content rather than bad content. even if there is one update in a day but relating to the core offering it is enough to gain traction. Whereas, when you send many updates that are completely irrelevant to the business offering it leads users to view the update as spam. One major part that should be taken care of while creating content is the Search engine optimization of content as that helps your content to be discovered easily when shared across the web. Also, new businesses should try and stop promoting other businesses in their social forums in the first place.
Create a content calendar
Making a small business successful on social media is no small task. It takes a lot of effort for businesses to maintain their conversion rate. One such attempt is to create a content calendar. Small businesses should plan important events and create a content calendar. Ideally, the content calendar should be set a month in advance but a weekly content calendar is a must. This helps businesses avoid any last-minute hassle, play as per the plan, and also helps to build curiosity among their loyal customers.
Social media is highly unpredictable. Content posted by businesses today, may not work tomorrow. Thus, small businesses should regularly review their content before publishing it. A/B Test also applies to the platform a small business chooses to promote. businesses must always step in the consumer’s hat before posting on any aspect of the product, updates, schemes, or offers. The consumer perspective is key when evaluating content.
Small businesses should always look for inspiration in a successful competition in the same category. Copying contest ideas or content is not the answer. The best strategy is to check the content that is working for competitors and make suitable changes to the plan. It helps to increase product considerations, product visibility thus enhances business transformation.
Even a small promotion budget is not justified if there is no way to calculate its return on investment. It is especially important in the case of small businesses. It is very important for a small business to keep a tab on the budgets provided for any promotions and related ROI. If a particular promotion is not performing well or not getting the desired results, custodians can always look at other alternatives for quality conversions.
Review and reorganize strategies
There may be high-profile cases where a particular campaign may not work for the business. That doesn’t mean the promotion is bad or that the product/service is bad. Campaign analysis is as important as goal setting. This helps the business to put in place its future strategies in more efficient ways. also, businesses should employ retargeting tactics to reach the right audience who are already aware of their product/services. At the end of every campaign, brands should analyze the result of the campaign and see if the users could relate to the idea. This helps businesses avoid irrelevant informations from future communications.
Employing social media marketing for small businesses can generate huge payoffs that can help you accelerate your business and scale quickly and efficiently. Just remember to be consistent when posting on these platforms. If your brand is cool, it can get cooler with the hype you can get on Social media. Considering the rise of internet usage in India, we are adopting the digital trends at a really fast pace. So, it has become really essential to have a social media presence.