Small to medium-sized enterprises (SMEs) often have one or two people who handle the marketing, including social media marketing, and even more often, this is not their primary responsibility.
Regardless of whether you sell a service or product, you need customers, and you can use social media to attract new business.
On the horizon, there is some hope, but don’t be overwhelmed, these steps can guide you and help you discover your options.
Tip 1: Determine Your Target Audience
- Assess your target audience. Document who it is you
areworking to attract to your business. Consider:
- your typical customer’s age;
- what are their interests;
- where do they live;
- what is their income;
- where are they in their life stage – single, families, empty-nesters, retired?
As you learn more about your audience, you can hone in on specific ways to reach them on each platform.
Tip 2: Which Social Media Platforms is Your Audience Visiting Most?
Determine the best social media channels for your business, and what social media channels are you currently on?
- Are you on Facebook, Twitter, LinkedIn?
- What about Instagram and Snapchat?
- Are your customers on
these social platforms?
- Select as many channels that your audience is on as you can handle.
You can switch, add, or remove social media channels as you see fit; consistent posts include short and long content.
Adding value does not need to be complicated, it just needs to be understandable and solve your audience’s problem.
Tip 3: Post on Social Consistently
Consistent posting is essential – test each platform and pay attention to the analytics to see the:
- Times when your visitors are most engaged
- Types of posts they click on most
- Conversions to content offers and blog topics
Some experts say up to five times a day on Facebook, once a day for LinkedIn, and considerably more for Twitter.
- Decide how frequently you want to post, and stick to it.
- Use a content calendar like Hootsuite or Buffer to schedule your social media posts.
- Welcome all kinds of feedback, and discussion, be sure to respond quickly to positive and negative comments.
Tip 4: What Problem Does Your Product or Service Solve?
Think about how your product(s) or service(s) helps your customer, and use that to engage your customers.
- Do you own a store? Develop a plan to highlight a particular product, and run a campaign.
- Do you provide a service? What valuable information can you provide your client, and build thought leadership?
- Be sure that your content adds value to what is already available.
Tip 5: Who Should Run Your Social Media Marketing?
Ask yourself if this is an additional task you’d like to take on, or would you rather hire someone on staff, or on a consultative and freelance basis.
- Do you have the time to post regularly?
- Do you have content strategy plans in place?
- Can you afford to hire a regular employee?
- Do you have time to develop value-added content?
By answering these questions and evaluating your business, you’ll have a better understanding of your typical customer, and what approach you should take to managing your social media marketing efforts.