How to use social media for small business marketing
These are some social media marketing tips for small business owners and leaders to make a start on creating their strategy.
The best social media platforms to use
Facebook was one of the first social media platforms in Australia and is still commonly used but there have been many more platforms that have been created since.
Each platform tends to focus on a different style of media. For example, Instagram has had a focus on photographic content, while YouTube has a focus on video content. Other platforms have a focus on text.
While the predominant focus of social media platforms remain, most have branched out to enable users to do more – for example, video content is as popular on Instagram as photographic imagery.
So, it is best to use the social media platform that best suits the business. For example, an accountancy firm may not be able to get its message across using a video social media platform, but can have better luck using one that enables them to post a lot of text. Or, a hairdresser may want to show their creativity using pictures and video rather than using text. Also consider the age group of the customers that the business is targeting when deciding which platform to use.
Some social media platforms have a higher number of younger users than middle-aged or senior users, and vice versa. So if the business is posting information relevant to senior users on a platform that is most commonly used by teenagers, their marketing will miss the mark.
Businesses also do not have to have an account on every social media platform that is created. They can focus on posting content on just one or two platforms. Research the various options available and decide on the best platforms that suit the business’ activities and needs.
The best content to post on social media
In social media marketing for small business, try to keep social media posts relevant to the business.
For example, if an accounting firm posted an amusing video of a dog or cat, the video may help the post to ‘go viral’ and be seen by many people, but the likelihood that each view will lead to new customers seeking accounting advice is unlikely Consider what customers want to read when they use social media or when they visit the page or click on the account to be able to best take advantage of the platforms.
For example, social media posts can be a great way to introduce a new product or service that is now available, list a menu, or to advertise a special sale. It can also be used by businesses when recruiting staff as links to the job advertisement can be shared, encouraging applicants that may already know a lot about the business to apply. Other pertinent information such as a change in operating hours or relocation of a business also can help keep customers informed.
Social media can be used for brand awareness, too. For example, the business account can be used to comment on news reports or other business pages to bring attention to its activities. If in doubt, keep it simple. A short text outline, a colourful picture or a five-second video may be all that is required.
The frequency of social media posts
How often the business accounts posts may be up to how much time the business owner or employee has available to dedicate to the task.
Daily posts – or several posts a day – may encourage interaction between a business and customers, however it may become repetitive and uninteresting for followers, particularly if they see the same type of message in each post. This may be a turn-off for followers or mean that the person creating the posts is investing too much time in the task for too little return.
Meanwhile, one post a month may be too little to keep customers informed and engaged with the business’ goods and services. Many social media platforms have the ability for account administrators to schedule posts, so all the work to upload text and vision can be done in one sitting, yet the posts will go live at the time designated. For example, seven posts can be uploaded on Monday, with one post becoming visible to the business’ followers on each of the remaining days that week.
It may take a bit of trial and error for business owners to find the right frequency that works for them, so they should not be afraid to scale up or back.
Who should take control of social media accounts
Small business owners often will be the person who uploads content to social media, but they can appoint others to do so, either instead or as well. Designating one employee to the task in addition to their other duties can ensure the content is well-planned, but they need to be trusted to do it. Otherwise, they may present a different image to the public than the business intends or may waste time on irrelevant posts.
Business owners may want to consider offering training, such as a short online course in social media marketing, to ensure the employee is up-to-date with each social media platform’s features and opportunities. Employing a social media manager can be considered if the workload is high and the cost can be recouped from any increased business.
However, businesses can outsource the task to a professional, such as a freelance or social media marketing firm, if there is not enough workload to warrant hiring another employee, or it would be too much for existing employees to be able to add to their current tasks.
Extra benefits of marketing on social media
While social media marketing for small business is often free – although some costs can be incurred by using extra features such as sponsoring posts – and directly connects customers with a business, there are other benefits too. It can be a great way to gauge the habits, interests and recommendations of customers.
This can come from the analytics that are made available to business pages but also from direct suggestions in the comments section of posts. For example, posting about a business being closed on a public holiday may lead to comments from customers that they would prefer that it was open on that day. Or, a post about a new product may lead to questions from customers if it is available in another colour, which the business may like to decide to order in.
To make the most of a social media platform, use all the tools provided by the platform and regularly review the content and the impact it is having on followers.
The challenges of social media to be aware of
While social media is a great way to connect with customers, it comes with challenges, and these are some social media marketing tips for small business owners to keep in mind for those situations.
Posts are most commonly seen by customers who have made the effort to search for, ‘like’ or follow the page, meaning those customers who have not connected with the business on the platform rarely see the information posted. Therefore, posts are mainly beneficial for existing customers, rather than attracting new customers who have not before heard of the business and what it can offer. To attract new customers, other marketing activities may need to be completed.
Whether the content is seen by its intended audience also can come down to the algorithms created for the user, rather than the business, so social media can be an unreliable way to communicate with customers. There can also be legal issues associated with social media, such as customers making libellous or abusive statements in the comments section of a post. Therefore, the administrators of the account need to keep on top of what their followers post on the account and take appropriate action, as well as ensure what the business is posting is legitimate.
Consistency across social media platforms is also important. While businesses may want to tweak the content to suit a particular platform, for example using a video on one and using text on other platforms, the information should be the same.
Using all this information outlined, small business owners and employees can be confident about creating a successful social media strategy, based on the best platforms to use, what content should be created, the frequency of posting the content, who will create the content and post it and how the social media account will be monitored.
