Social media marketing for small business is indeed very big business and done properly can help you grow your business, your audiences, your brand awareness and your customer base.
The trouble is, as a small business, when do you get the time, what do you post and when, which platforms do you use… it’s just question after questions. For some, keeping up with the social media marketing for small business is just too much on a daily basis, especially when there is so much else to do. We take a look at some tips to get you started and how to maximise your efforts.
Which Social Media Platform for Your Small Business?
Choosing the best platform for your small business will depend on what it is you offer and who your audience is. There are many different platforms – LinkedIn is very much a business to business medium while Instagram is a more visual experience for photos and videos. If you want the main stream masses, they tend to be more on Facebook however, this can be limited depending on your products and services. Some businesses have a presence on all of these different social media offerings while others tend to target the most relevant ones and do these well.
Google Search Local Competitors
A quick Google search will help you work out where your business should be (as well as searching on the social media apps). This will not only show you those that are appearing at the top of Google with their websites and directory websites but if any of them are doing social media well, you might find their Facebook or Insta profile in the search results.
There is another trick here – if your cookies are active, you will soon start seeing ads for similar local businesses in your Facebook and Insta feed. These ads will help you establish what the competitors and others in your industry are doing.
Scroll Your Social Media Feeds
Take a few minutes to scroll your own social feeds. If you start looking for local business in your area, again, you will probably start to see suggested businesses appearing in your feed. This will also fuel ideas that you can adopt and tweak to your own business. As a social media marketing agency, we are constantly doing this to look for fresh ideas and inspiration. We are sure you probably do this with your products and services too.
Search for Your Competitors
Searching by name for your local competitors will help you discover who is active and who is not. You might find that your biggest rival has an excellent social media presence and can start to see what it is that they are doing that works, or doesn’t. You may find that your competitors don’t bother with social media – this may be due to time or resources. Perhaps they have a big following but haven’t been active for a while – usually an indicator that they got bored, or too busy of posting.
This is the first step in your social media marketing for small business efforts. Once you have established where you should be posting and what your competitors are doing, you can then work on a plan for the content you are going to post.
What Content will You Post?
To keep everything fresh, engaging and visible, post a variety of content that is engaging, attractive, appealing and that make people want to choose you. This could include all or any of the following:
- Reviews and feedback turned into graphics
- Photos of your products or projects
- New items or collections
- Product information
- Photos of the team
- Special offers
- Special events
Create graphics and artwork using platforms such as Canva.
While images and graphics are visually great, you can’t use them all the time. It is a good idea to mix up your content and get creative. TikTok videos and Instagram reels are great They have a more powerful draw than static posts but equally, they shouldn’t be all you post.
Get Creative and Experiment
Try creating various types of posts various post formats. Use all of the tools available including
- Links to your website in your posts
- Instagram and Facebook stories, you can include links encouraging people to visit your website.
- Reels and videos
- Reviews as graphics
- Product images
Make the most of other functions available too – the call to action button can take people to your website, your booking function or even to your What’s App to enable you to manage enquiries.
Don’t just use social media to try and sell your products and don’t let it get tired and repetitive.
The objective with social media is to encourage people to engage with your content. Ask questions – this or that product? Which colour do you prefer? What’s your favourite…? The best post we ever did was for a client asking for the audience to post the last photo of their dog in the comments – hundreds and hundreds of comments. If someone likes, comments or shares your post, Facebook will see this as content the audience wants to see and are much more likely to show your posts to the people that interact in the future.
When to Post and How
You don’t need to post every day, or multiple times a day but you do need to post consistently. Don’t post too little either. Aim for 3-4 quality posts per week.
Using the Meta Business Suite App, you can schedule your posts in advance at various times so that you know it’s taken care of. You then don’t need to think about posting until your scheduled content runs out. You may want to dedicate an hour a week to doing this.
As to when to post, consider when your audience is online. When are your busiest times and when does the phone usually ring. If you know your audience, you can build a picture of their habits – do they commute, are they school mums, do they use their social media at night? Think about your own scrolling habits – are you an early morning scroller or do you wait until later in the evening?
Know Your Audience
Building an audience is important but be sure to know your audience and what they want, Also, when it comes to growing your audience, be sure to market to the right audience. Using ds for Facebook and Instagram, you can target a specific location, target by gender, age, interests etc. This means you can narrow your audience to those more likely to be interested in what you have to offer. Test a few different posts, change the images, use different formats and see what works for you.
Encourage Check-ins and Reviews
Ask your happy customers to review you on Facebook or Google. Also encourage people to check in. Offering Wi-Fi to your customers? Leave a note under the code asking people to leave a review for you. Send an email confirmation and include it in the email signature. There are many things you can do to encourage reviews but you need to ask.
- Decide on the right platform for your business
- Experiment with different formats
- Get creative
- Be consistent with your posts
- Post a variety of content
- Use all of the tools available
- Post when your audience is online
- Engage your audience
- Encourage reviews
We have a wealth of experience when it comes to helping SME’s devise and execute a social media strategy. If you would like to discuss social media marketing for small business with us, just get in touch.