Let me tell you about a meeting I had the other day with a new client, an established, local business. I asked the owner about their social media activity. She said “I finish work in the evening, go back home, have my dinner and when I finally get time, which is normally around after 10pm, I post something quickly so I know it has been done.”
I have worked with small and medium businesses over the last six years, so I know that this is not an isolated example. Most businesses dive into social media without planning, without asking the key question: Why I am doing it?
Here are four, key elements of building a successful social media presence for your business:
Establish WHY you are using social media for your business?
A scattered approach to social media is one of the best ways to drain your time and resources.
What you need is Strategy. Strategy gets results. So, what are your goals?
Increasing brand awareness?
Improving customers’ loyalty?
Generating more leads?
Once you’ve set your goals make them:
Track your progress
Many businesses get so caught up in pushing out content, they forget to analyse how their marketing is performing. Without measuring your activity you are unable to tell whether your social media activity is working or not. That means you are unable to improve your results.
Analytics will provide you with some key information such as:
- engagement levels
- clicks to your website
- when your fans are online
Based on this information you can see:
- what’s working
- what needs tweaking
- what doesn’t work at all
The main social media platforms have their own built-in analytics. There are also some great external tools such as Google Analytics, Hootsuite, or Buzz Sumo.
Social media is not a sprint. It’s a marathon. And just like running, it takes time and commitment. Many small businesses are impatient, they jump from one marketing approach to another, never settling on one idea, never allowing time to gather tangible results and track patterns. This approach can once again result in wasted time and money.
Know your customer
Who is your target client? Do you know their age, their location and lifestyle? Do you know what their pain points are? How does your product or service solve their problem? Finally, which social media platforms do they use?
It’s nearly impossible — and almost always ineffective — to be active on every single social media platform. Why? Because your target audience isn’t going to use Facebook, Instagram and Linkedin in equal proportion. You need to interact with your customers where they want to meet you.
Social media is like life. It’s about people. So don’t be that business that doesn’t follow anyone. Be approachable. Start conversations. Give credit. That’s how you create a loyal, engaged community who keep you and your business at the back of their mind, so when they have a need that your product or service can solve, they– they will come to you and nobody else.
Beyond Social Buzz is a digital marketing consultancy based in Muswell Hill. We provide: Social Media Strategy, Social Media Training and Social Media Management. Do you need help with social media marketing for your business? We’d love to help!
Contact: Joanna [email protected] Tel: 07810 774906