4 Social Media Musts

Social Media is an absolute must for small businesses. The reach social media has is so great, you can fairly easily grow your audience with minimal effort.

Unfortunately, many small businesses putting effort into their social media are missing the mark. Here are some key points that will help you utilize social media effectively.

1. Know Where Your Audience is

Obviously, there are many types of social media, and often the same content doesn’t work across all platforms. As a business owner, you need to find out where your customers are and focus on creating content for that platform.

Facebook
-Create FB Groups you want to market to/learn from
-More casual setting than LinkedIn
-Easily communicate with your audience through group posts
-Share basic business info (Hours, deals/sales, company description)
-make “Friends”
LinkedIn
-Professional business network
-Share company updates and info about products/services
-Can create and join groups so you can market to your customers
-make “Connections”
-Can more easily share reports and case studies
Instagram
-Great for B2C
-Generally a younger audience
-Good for video content
-Great audience for cooking, hair & beauty, and fashion
-Get “Followers”
YouTube
-Video Content = Quality Content!
-Great place for webinars, Tutorials, and Testimonials
-Get “Subscribers”
Twitter
-Share snippets of information about your business
-Like Instagram, Twitter generally has a younger audience
-More difficult to advertise on than most other platforms
-Can very easily gain following by following a bunch of accounts and unfollowing those that don’t follow back in a few days
-Get “Followers”
Pinterest
-Great for sharing pictures
-mostly women platform
-Great audience for cooking, hair & beauty, and fashion
– Get “Followers”

The goal of your social media should be to get people on your website. Post Value-Adding Content or content that includes new information, like a case study or a report. Posting a variety of quality content on your social media will help your customers trust you and move on to your website.

Here are some more resources on how to use each kind of social media

2. Be Professional

Warning- some of what I’m about to say is my own personal opinion. Feel free to share your thoughts in the comments.

Pick a Professional Profile Picture

I know many people don’t do this, but I think its important for establishing trust. Even if your brand is fun-chaotic, your profile picture should look like someone your customers can rely on.

I suggest finding a friend who maybe dabbles in photography (that’s what I did) or just doling out the $100 and have a professional take a headshot.

Put Key Words in Your Company Profile

Based on the type of social media you use, you will have a section where you can describe your company and product/service. In this section you MUST clearly describe your product, the value it delivers, and who your product is for. These are also the elements of a brand promise.

Keywords refer to words that you are either trying to rank for in SEO and/or words that are key to your market niche or product.

For Example:

  1. If your product is extra moisturizing shampoo your company description could be:
  • Developing revolutionary hair solutions for those suffering with hair breakage and damage
  • Reinventing shampoo to provide all the softening benefits of conditioner for those who just don’t have the time for both

2. If you’re a B2B company that sells appointment schedule software your company description could be:

  • Reinventing the way you schedule your appointments to turn your busy day into a breeze
  • Innovating scheduling technology to make your work day simpler and more efficient

These aren’t amazing examples but hopefully you get the point. Keywords are important because you want your company to be known for something. You want your company to show up in the search results when someone searches one of your keywords.

Aim to always include the following in your company description:

  • The name of your product
  • Who your product is for
  • the value your product delivers
  • any major keywords

Here are some resources on Brand Promises

3. Interact With Your Connections

At the time I am writing this blog post we are in the midst of a global pandemic. Obviously this means no more tradeshows, company events, or in-person client meetings.

This is a big problem for marketing and sales, because these in-person events are the time to really get to know your customers. In lieu of these events, we now must dive further into the world of social media to try and learn about our customers.

By staying active on social media, you can:

  • Learn more about your customers
  • Develop a reputation for yourself and your company
  • Get to know competitors/possible strategic partners

To do this I suggest joining groups that align with your interests, commenting/liking posts of people whose radar you want to be on, and posting quality content.

4. Consistently Post Quality Content

Quality Content = Content that Provides Value to Your Customer

Your content should help people solve their problems, and when your product/solution is the best answer to their question, that’s when you can promote yourself.

Always selling is obvious and reminds people that you have a different bottom line than they do, which could limit their trust in you.

Quality content can be:

  • An article addressing clients’ problem(s)
  • The results of a survey
  • A new case study/testimonial/ any kind of social proof regarding your product/service
  • a video clip
  • A Downloadable Resource
  • A digital tool that will help your customers
  • Advice/ Inspirational content

Posting consistent, engaging, high quality content is the best way to make a name for yourself and your business on social media.

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