A social media strategy for a small business is a crucial one to maintain brand integrity, increase brand awareness, reach your target audience, and drive sales. It will help you with endless ideas for what to post and will allow you to build a community quickly. The process of converting small businesses into effective brands requires patience to gain the desired results. There is no denying the fact that the rules in social media are changing constantly.
How small businesses can strategize social media effectively:
- Determine Strategy for social media
- Describe the Valid Platforms of social media
- Brand Voice Specification
- Post Management and Creation
- Goals Measurement and Tracking
Determine strategy for social media
Although it may seem daunting to create a social media strategy, setting SMART goals will make the process more manageable and realistic. This is a SMART goal: Specific Measurable Attainable Relevant Timely. You can apply this method to your social marketing plan by using metrics that are relevant to your business. You might track the number of people who follow your social media accounts month after month. It is a good idea if this is your first social media strategy. You should start with a few important goals so that you can focus on them. Then, track your progress and use these as a base to improve in the future and want to learn how you can set goals and actually reach them.
Describe the valid platforms of social media
Each social media platform comes with its own set of cons and pros. This allows you to be more selective in your approach. You will save time and avoid being overwhelmed by your content schedule by choosing the platforms that are most appropriate for your business. If you are unaware of the platform that can boost your business the right way, then here is an overview:
Instagram, as a visual platform, is an ideal example to put services or products on display. For those who love your brand, growing community online, it is also a great place to do so. Furthermore, several e-commerce features are included within Instagram. As far as social media influencers are concerned, Instagram is also their favorite social media platform with a vast community. You can also get potential new customers and reach relevant audiences by collaborating with influencers or creators. Besides the sponsored posts, you can also find organic UGC (user-generated content). Hence, it is easier to find services or products via UGC on Instagram.
The next on the list of social media websites are Facebook, which can be used for a variety of purposes, including building brand awareness via trust and informative content, sharing photos, company updates, and videos. Facebook also includes several features of e-commerce just like Instagram. There are several sophisticated tools for targeted advertising, which is beneficial for the business model. As compared to other features of the community forum, it also specifies advanced features i.e., Live Events, Facebook Groups, and Messenger Rooms. Furthermore, Facebook also consists of robust tools for analytics, which will help users to discover what their audience and followers are looking for.
Another great social media platform for shareable media and short messaging is Twitter. It is ideally designed for a variety of things including for the companies that offer customer support, announcements, blog posts, and articles. For those who are looking to connect with the audience on a real-time basis, then there is no better platform than Twitter.
People believe TikTok is only for teenage children, however, they are wrong in that regard. A medium that can benefit a variety of niches including businesses, by providing creative, informative, and entertaining content.
YouTube, as compared to other platforms of social media, gives you an opportunity to share longer types of visual content. A user can share all kinds of video content including transformations, styling tips, interviews, and tutorials.
As compared to the other platforms, there is more energy needed, however, more effective results are obtained.
Snapchat is also an effective tool that falls in the category of social media marketing. You have a variety of options to use in it, including filters, GIFs, and emojis. These can also be included while sharing videos and photos and create an interactive experience for the user. Even though many businesses are yet to take Snapchat seriously as a social media platform, no one can deny that it has more or less 188 million active visitors on a daily basis. It consists of more or less 71% younger people who are aged 34 years. Hence, it is an ideal way to target and engage the youth and convey a message through them.
Pinterest is another social media platform, which is best suited for visual discovery. For those who are looking forward to reaching relevant and new audiences, then Pinterest is the best choice. It is easy to interact with the customers with a clickable experience. You can view and pin a variety of photos linking to the content including product pages and resources. These are links to product pages or blog posts, which can be accessed by clicking on the photos.
Among social media platforms, LinkedIn has its own importance, designed to attract new talent, build your network, and raise brand awareness. LinkedIn is just like Twitter, and this is why several brands make use of it because it allows sharing blog posts, company updates, news releases, media coverage, and articles. Furthermore, there are more or less 722 million global users, which also include new features to drive engagement.
Brand voice specification
The voice of a brand is similar to the personality of the company, which determines how you address your target audience. However, every brand has a different persona on different social media platforms, which you may not find on other social media websites.
The Washington Post is a great example in that regard, which has a variety of content to offer on a variety of social media. While they show their hilarious side while sharing informative content on TikTok, on the other hand, they make use of Twitter for sharing highlights related to the articles they post on their website. In case you are facing a hard time getting your tone set, then it is better to revisit the mission and values of the brand. Identify whether you are friendly or serious, and use this tone for social media. You can refine the voice of the brand by talking about the services, businesses, or products you offer.
Post management and creation
Once you have recognized the goals, now it is time to select for developing a brand voice. Thus, the stage of content creation and posting is identified in this process. Practicing content batching is essential in this phase, since small business owners may become overwhelmed in the process. This way, they do not have to be overwhelmed with the process while creating multiple forms of content, including videos, captions, and photos. Several social media-scheduling tools will help manage the content to be published on social media with effectiveness.
Measure and track your goals on social media
Finally, you have developed a content strategy, which was not an easy part by any means. However, it is necessary to maintain consistency in social media strategy to accomplish desired results for small businesses. You have to keep an eye on how your content is interacting and engaging the target audience. It will identify whether your social media marketing strategy is a robust one or not.