When you’re a local business owner, standing out from the competition is easier when you market your brand clearly and professionally. Even so, jumping on the social media train can feel intimidating, especially when a new platform pops up every week. But it doesn’t need to be that complicated! Having a presence on social media is enough to get your brand in front of the right audience and set your organization apart.
Here are three tips to get started:
1. Think about What You Hope to Accomplish with Social Media
What is the goal? This is the crucial question you must always ask yourself when considering any new marketing tactic, particularly regarding social media. While this may take some consideration, the answer to this question will ultimately drive everything you do on a platform, so it’s vital to determine your goal early on.
Some common goals for social media include:
- Increasing brand awareness
- Growing your fan base
- Connecting with your audience
- Driving sales
- Attracting leads
- Driving traffic to your website
- Adding value to your customers’ and followers’ lives by providing relevant, helpful tips
2. Content is King
The type of content your business publishes matters.
Some business owners mistakenly share personal opinions on their company’s social pages, which can negatively impact social platform presence. While social media is a popular place for opinions, including political views, sharing personal beliefs on your business’s social accounts can alienate current and potential followers.
What should you post on social media? Great question! Social media enables direct interaction with your brand, making it ideal for showcasing your company’s story and employees. While focusing on your products and services is important, remember that social media users primarily seek social interaction. They want to connect with your company on a deeper level. Focusing on employee milestones (i.e. birthdays, work anniversaries, course completions, retirements), community involvement or volunteer work, or highlighting a core value of the business will engage your audience and help you build a community on social media.
3. Consider Your Audience & Platform
“Know your audience” is a marketing mantra to repeat as you enter the social media sphere. Pinpointing exactly who your audience is will help you determine which platform to be on and what kind of content to publish.
For instance, if your audience is a young Gen Z, then Facebook may not be the best fit. Social platforms like Snapchat and Instagram are much better at reaching a younger audience. However, if your target audience is either millennials or an older generation, then Facebook or LinkedIn could be the platform to focus on. Understanding your audience helps determine which platform best suits your needs, as each one serves a unique purpose.
Setting aside time to find the right social media platform for your business is a great way to connect with a broader audience and build your brand. Whichever platform you choose, remember that developing your brand online takes time. It’s important to be patient with the process.
