It goes without saying that you need a social media marketing strategy to succeed in a digital marketplace. Facebook, Twitter, Pinterest, Instagram, and even LinkedIn are now fixtures in our online interactions, and they provide countless opportunities to get the attention of potential leads. With that in mind, it can be difficult to allot the time and resources to create a social media strategy that works for your small business. Here are a few strategies to help you use social media platforms to your advantage without breaking the bank.
One of the current trends in digital marketing that’s not going anywhere is content marketing. Whether it’s a regularly updated blog, a video series, or a set of funny infographics, you’ll need to share plenty of valuable content on social media to keep your audience’s attention. But that doesn’t mean you have to hire an expensive writer or agency—you can share popular content from other brands, or have someone on your team who is willing to create content post regular updates on social media.
One of the best ways to DIY your content is to create an in-house style guide so your brand messaging is consistent. For example, an insurance provider or bank would want to create a professional, trustworthy presence in all their posts, while a restaurant or bar might cultivate a fun, quirky demeanor. Figure out what is unique about your business, and create content that sticks to that image to strengthen your brand. Once you decide on a schedule for publishing updates, you can use an app like Buffer to automatically keep your social platforms up to date.
Keep Tabs on Competitors
It’s always good to know what your nearest competitors are up to, and social media marketing is no exception. Seeing what works and what doesn’t will give you a starting point to work from, and will allow you to distinguish yourself from others in the playing field more easily. Make note of things like how often they publish updates and how many followers they have so you have some idea of what to aim for. Use SimilarWeb to determine which posts are bringing the most visitors to your competition.
Know Your Audience
Don’t waste money and time curating social media pages that will be of little interest to your target demographic. For example, if your company makes handmade home furnishings, it makes much more sense to showcase them on Pinterest and Instagram rather than trying to also maintain a Twitter account. Instead, reach your audience on a site that will be of interest to them and that makes sense for the kind of business you run.
Social media strategy is important, but ultimately it has to serve your bottom line. Before you get started, it’s a good idea to figure out how much you’re willing to spend on your social media marketing, and what you expect your ROI to be. For help tailoring a strategy to fit your unique needs, contact AMMA Digital Marketing at 800-466-0684, or send us an email to set up a free consultation.