Every business needs a presence on social media – this is now a fact.
The size of the business doesn’t matter. You can own a multinational company or a home-based shop, but you still need to establish an online presence. Social media marketing is one of the most significant factors in your overall business marketing strategy.
Social media platforms allow you to connect and interact with your customers, improve brand awareness and enhance your sales and leads. With billions of people all over the world using social media every day, the users and engagement on leading platforms continues to increase.
If you’re wondering how to use social media to grow your business, here are some useful tips to get you started.
Set Goals and Objectives
First you need to establish clear goals and objectives to create a strong social media strategy. Use goal setting techniques when creating them, as these will increase your likelihood of success. If you want more information on goal setting techniques, read our blog post here.
Your goals should be based on the factors that will have a major impact on the business. For instance, you want to increase your sales instead of just getting more likes on your social media posts.
Use a social media calendar to create a proper content strategy by creating the right content for the right platform. Using the 80-20 rule can prove effective, where 80% of the content would be used to entertain, educate and inform your audience and the remaining 20% would be used for brand promotion and selling your products or services.
Identify the Right Platforms
Don’t just assume which platforms your target audience spends the most time on. First you need to understand who you’re targeting and find the latest data about where that target audience is spending more time.
If you’re targeting Gen Z, you might focus more on TikTok and Instagram instead of Facebook. However, data has highlighted that around a quarter of users on Facebook are between the ages of 18 to 24 years.
Remember, selecting the platforms doesn’t have to be an all-or-nothing approach. You can still use the leading social media platforms and focus more on one or two to meet your business goals.
Stay On Top of Your Competitors
Believe it or not, social media is an excellent way to keep an eye on your competitors. It allows you to get some inspiration from their performance and monitor their progress.
While what works for them might not necessarily work for you, your business can still identify the trends in your industry and use them to your advantage. It’s a great way to learn from other businesses and determine what makes their performance better than yours. Never copy their posts and ideas – instead, get inspiration from them and make them your own.
It’s crucial to self-analyse, monitor your performance and know where you stand in the industry.
Keep Up to Date with Trends
Keeping up with social media trends is a great way to stay relevant or even go viral. However, it’s essential to understand that not every trend or viral meme is right for your business. Therefore, keep an eye out for the ones that would work well with your business strategy and your brand image.
However, it’s still a great idea to stay updated on trends to determine what content your target audience likes and interacts with. It will help you to create relevant content that can attract them towards your business.
Establish Brand Recognition
Raising brand awareness is usually a top goal for many small to medium businesses. It’s because customers prefer to purchase from the businesses they recognise – social media can help with this.
Compared to other media, social media platforms are a fast and easy way to place your brand front and centre. With every post, your target audience views your logo and brand name, effectively increasing your brand recognition.
Invest time into creating relevant content and pairing it with relevant images. Use your business’ logo as the display picture and strategically add your business name or logo to the content and images. Avoid putting your logo where it could be overwhelming or distracting.
Remember to focus on the visual elements of the brand.
Quality Over Quantity
The countless social media marketing strategies available for businesses can be overwhelming. The good thing is you don’t have to use all of them! Just find a few strategies that work well for your business.
The important thing to remember is to focus on quality over quantity on leading social media platforms to make an impact. Make sure your posts offer value to your target audience and followers. If you only try to sell, people might not want to follow your brand.
Provide them with something useful, like how-to posts, tutorials, tips, and other motivational posts. It’s more about building a lasting relationship with your audience. Social media platforms even allow you to ask your target audience what they want to see through polls and questions – use them to your advantage!
Monitor and Refine Performance
The work doesn’t stop after you implement your social media strategy. It’s crucial to monitor the performance of your campaign to determine what is and isn’t working for your business. This will help you to fine-tune your strategy and enhance the results.
Use the analytical tools available on social media platforms to monitor your progress and results. These tools will help you to track the performance and modify your strategy accordingly.
When used in the right way, social media platforms can drastically improve the performance of your business. It can enhance your brand recognition, help you build lasting relationships with your audience and keep you in control of your marketing strategy.
Sandra Tricoli is an expert in public relations and one of our Digital Solutions advisors. Learn more about the program and how it can help your business here.