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Email marketing is one of the oldest and best tricks in the communication playbook, and newsletters are an excellent tool for brand awareness, audience engagement, and lead nurturing. But newsletter planning is challenging. Coming up with and delivering fresh ideas...
Jan 5, 2022
Social media has proven to be an affordable, efficient and relevant way to grow a small business. Whether you’re a social media manager working for a small business, or an expert running a communications agency, social media allows your brand to establish trust with its target audience.
A digital presence is non-negotiable in a post-COVID reality. It’s critical to build a brand on social media and emphasize what sets your company apart. Even higher ed institutions are on social media. So it’s time you get your brand present there too.
To get started using social media platforms to market and promote your small business, and learn how to build relationships with potential new clients, let’s dive into the many ways you can grow and boost your social media presence.
Contents
Before you get started with any social media activity, you need to consider the following factors:
Identifying your target audience is the foundation of your marketing strategy. This entails understanding who your ideal prospects and customers are, as well as the core pain points that your product or service address. Some key questions that can help you understand who your target customer is and what they care about may include:
To be effective, your social media marketing goals must be realistic and trackable. They must also be linked to tangible outcomes that will aid in your success as a business. For instance, are you looking to drive sales, increase signups to a newsletter, or grow awareness for your brand or products? An established and specific content strategy framework such as SMART will assist you in building relevant social media goals that will benefit your company in the long run.
Now that you’ve got clearly defined goals, you need to match them with actual behaviors and metrics you can measure.
For instance, if you want to measure awareness, you should use metrics such as reach, impressions, and brand mentions. For this step, you’ll need to find the right tools to track performance.
Most social media channels provide in-app analytics, but there are also tools built for this purpose out there. . Not only does measuring allow you to track your success, but you can also uncover issues and figure out specific ways to optimize your approach.
Your preliminary findings will serve as a starting point to assist you in deciding where to focus your efforts, which is why it’s so important to set both short and long-term goals. There are two key questions to consider:
This is also a good opportunity to think about your regular reporting schedule. Monthly or quarterly reporting may be the most convenient for you, while weekly reporting may work best for others. Either way, make sure you’re checking in on your analytics on a frequent basis.
Chances are, you can gain a good understanding of the competitive landscape simply by reviewing your competitor’s social content strategy:
To boost your small business’ social media presence, you should know where and how to promote your brand depending on the user demographics and culture of each social media platform. With all the numerous options out there, you may be wondering which one is the right option for you:
When deciding on the right channel you need to look at who your audience is and where they are, and where your competitors are active, and therefore where there might be space for you.
With the constant flow of new content, news and ideas, it’s easy to get caught up in the day-to-day of managing multiple social media accounts. This is why social media content calendars are the best way to plan and organize content in advance byusing a social media collaboration tool such as Planable.
So, why is it important to use a social media content calendar?
Any business, regardless of size, is influenced by the latest trends. So, if you want to get ahead of your competition and stand out from the rest, you need to invest in exploring emerging social trends and figuring out which ones are useful for your business.
Right now, in terms of the social media landscape, there are several key trends that you may want to consider paying attention to:
Social media moves fast. New networks emerge, others go through demographic shifts, which makes it important to review your performance on a regular basis. You should understand how your content is helping you to achieve your company’s goals. Reliable and consistent analytics can help you track your progress and improve when necessary.
The key to establishing and boosting your social media presence is understanding how to find find the right audience, engage with it and the specificities of each social platform. No matter who your audience is, the content you share should always be of high quality and relevant.
On top of brand logos, you should research popular content types and prioritize video, images, and other types of visual content as often as possible, since these are favored by all demographics and audiences.
Lily López is a Content Writer and Marketer at Envato by day, and a Spatial Design student by night. She’s based in Tijuana, Mexico and has worked with several global clients for the past 7 years developing projects involving Content Operations, Data Analytics, Copywriting, Outreach and Voice-over productions. When not working, Lily can be found hanging out at the nearest flea market.
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