These days, it seems like many of the companies that utilise social media effectively are large multinationals who can afford to pay for a marketing department. It’s only recently that small business’ and other SMEs are starting to catch on to how social media can really help their business. Others are using it, but don’t know how, or even if, it helps.
And then there are small business’ who aren’t utilising it, because they don’t see the point. Many just assume that the likes of Facebook and Twitter are for keeping in touch with distant relatives and friends around the globe. But these days, it’s arguably one of the most important ways to increase your brand presence and attract more customers. So how exactly can you use Facebook, Twitter and more to boost your business?
Know Your KPIs & Your Audience
Knowing who you’re trying to reach is essential when it comes to using Facebook and Twitter. After all, if you reach 1,000,000 people who aren’t going to buy your product or use your service, then all of that effort has led to nothing.
But, putting the time and effort into targeting people who are going to want your products or services pays out dividends.This also helps when it comes to figuring out exactly what to post on your channels.
Once you know who your target audience is, you can better understand what they’re interested in, and what they’ll engage with.
Then there’s your Key Performance Indicators (KPIs). These tend to vary slightly from company to company, but generally tend to have the same end goals: increase brand awareness and drive sales. Once you know your KPIs, you can easily track your performance with analytics platforms that both Facebook and Twitter offer, adjusting your strategy as you go, if needed.
Make It Professional & Put Work Into It
Your social media presence is an extension of your business, effectively working as a way to increase your brand awareness. With that in mind, you’d want to treat it that way. Treat your channels as if they were your storefront; you’d want to give potential customers all of the information they need to get interested in your channel, and your business.
Your overall goal for your online channels is to generate leads, and part of that is by putting work into ensuring that they actually work for your business. After all, there’s no point in having a digital ‘storefront’ if it’s not doing anything for you.
Give Them Something Of Value
And that leads us nicely into what I call the 80/20 rule. People don’t like feeling like they’re being constantly sold to. They also need a reason to follow you on your online channels. That’s where the 80/20 rule comes in. 80% of the time, you should be giving them something of value, something that interests them. This could be news relevant to their business area, or even a simple meme.
This ends up driving the engagement with your audience, letting them feel that they’re getting value from you. They’ve now got a reason to follow your online channels, keep following them and to engage with them. And that’s where the other 20% comes in. This is where you try to sell to your audience, while still being engaging.
Now that your audience is familiar with your brand, and already engaging with it, then they’re more likely to engage with the sales posts. Everybody is happy, leading to a better conversion rate when you do try selling.
Use The Right Apps
Utilising your online channels doesn’t exactly have to be a chore. If you have to put a lot of effort into your posts, they can come across to your potential audience as if you’re uninterested. Posts need to be interesting, not just in being relevant to your audience, but in how it’s presented. Apps such as Canva help create visually appealing content, optimised for each individual social media outlet. Presented in the right manner, apps can make even the most mundane of posts appeal to some of your target audience.
Then there’s apps such as Hootsuite, which you can use to schedule posts across your channels. This ends up being an amazing time saver. It also serves as an opportunity to get your posts to your audiences when you want them to see it. Working in conjunction with your analytics to schedule your posts for when they’ll get as much visibility as possible.
Be Friendly & Engaging
Customer service is a massive part of every business – especially small business’ and other SMEs – and this extends into social media. After all, it’s pretty much an extension of your customer service, so you need to treat it as such. Your Facebook and Twitter could end up being your first point of contact with potential customers. This is why you need to leave them with a positive impression. One of the best features of social media is the fact that people can easily engage with pages.
Potential customers, and the customers you already have, can ask relevant questions and leave feedback through your channels. This is where being friendly and engaging comes in. Posting regularly and actively engaging with your audience leaves them with the impression of how great your customer service is. This will make them more likely to engage with your small business in real life.
Has your small business been affected by social media? How? Let us know! ACS Anchor Solutions Ltd. offers a range of boutique sales account management services. We’re also on social media – you can find us on Facebook, Twitter, LinkedIn and Instagram.