8 Social Media Tips & Benefits For Small Businesses
Running a business is hard enough. And on most days, it’s difficult as it is sticking to the goals and milestones you once put in place. Let’s take a look at a few social media tips and marketing solutions to help get your business back on track today!
What Are The Best Social Media Tips For Small Businesses?
Listen. You’re already wearing multiple hats as it is. The last thing you need are more hats, right? You’re likely rocking wearing multiple hats but let’s face it, it can get tiring. Adding looking for the best social media tips, it gets old real quick, doesn’t it?
From sales to operations, payroll, fulfillment and more, it can wear you done quickly. The downside? Your marketing impact becomes less and less. Marketing for a small business often only covers the website and short burst campaigns impacting sales and lead generation. These could include email marketing, SEO, and even paid search.
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Social media marketing is often left out of the mix here. Or, the more likely and often worse possibility, it is done at a bare minimum, to the point the business may not appear real.
Thankfully, social media doesn’t require much effort nor much of your time. Also, it becomes easy to see how it can positively impact your business.
By putting the following social media tips for small businesses together, you can build a well-rounded social media marketing strategy specifically tailored to your business.
Are you ready?
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Social Media Tip #1: Identify Your Audience’s Persona
Before you begin pushing your products and services out into the world, you must understand how the process of persona development can aid in content marketing and overall marketing strategy for your business.
Thankfully, you don’t have to go through mounds of research to find the information you need.
How Do I Find This Information?
There are multiple ways you can identify your audience’s persona. The first of which is through Google Analytics in the “interests” section, noting which affinity groups are selected. However, if you don’t have a Google Analytics account, use tools like Google Ads display planner and Facebook Ad Planning to uncover interests, demographics, behavior, and so on.
By using a refined model for specific personas, you can fine-tune your marketing strategies, and even get specific enough with the right content.
Social Media Tip #2: Understand & Fine-Tune The Customer Journey
More often that not we know the most about what drives engagement, sales, and/or leads. Right? This can be a specific marketing channel, campaign, tool, content, etc… However, most companies just do not have a simple 1-touch customer journey resulting in a sale on their first visit.
Identify what content resonates the most with your audience and build more well-rounded content around it. What do they find valuable the most when making their decision? Customize your content marketing strategies upon what questions your audience is asking. Only refine the content when necessary so your prospects remains and moves forward on the customer journey.
Social Media Tip #3: Learn How To Track Everything
It’s alright if you don’t have all the data or information as you would like right now. I’ve been there, trust me.
When it comes to building your digital marketing efforts, measuring and tracking data and insights becomes crucial.
If you don’t know how to properly capture data, you’re basically going at it blindly – relying on industry trends or worse off, your best guess. That’s not always a bad idea but as technology and how business is conducted evolves, learning how to properly capture data must become like second nature to you.
Always make sure all pages are being tracked in Google Analytics. Additionally, all content you’re deploying via email, social and wherever else must use UTM tracking parameters so it can be properly organized & categorized in the same tool.
The more informed you are, the better you can evaluate whether the time and money spent in content investment is worth it when deploying via social media platforms.
Social Media Tip #4: Use Alternative Engagement Methods
Did you know ebooks, whitepapers, webinars, and long-form content is becoming widely popular for increasing engagement? Over the last five years, these methods have been deployed to increase engagement and video often helps resonate with your audience.
Those sound like it would be pretty expensive in your content marketing investments, huh? Thankfully, the largest investment using alternative engagement methods is time. Timing is also key when deploying your content across multiple social media platforms. Each platform is as unique as your audience.
So what do you do?
Test what type of content, frequency of posting, and targeting options resonate most with your audience. You can perform these tests on a small scale before using the above alternative methods.
In other words, it’s all about trial and error before performing agile marketing.
If you’re a small business, your time as well as your budget may hinder some content investments. Do not fret: most social platforms to test and engage with are inexpensive if not free.
Social Media Tip #5: Update and Repurpose Content
Always, always, always, look for opportunities to re-purpose existing content and sources for varying audiences.
Wrote a blog post on a popular industry topic? Test it on social.
Created an awesome newsletter filled with tailored content for your email audience? Re-purpose some of the content on social media.
In essence, the more places content is deployed the better return on investment. Additionally, you can track individual pieces of content for better data in how each piece performs. As long as the information you’re re-purposing to your audience is still accurate and relevant to your audience, that is all that matters.
Even if it is several years or several months old, it’s a solid content marketing strategy.
Social Media Tip #6: Want To Be The Best, Learn From The Best…Or Your Competition
When I am asked how often a company should post on social media, what kinds of content, etc… there’s never a right or wrong way to answer that question.
Honestly, it depends.
There is no special formula or “best practice”; it is all relative to the industry and audience.
Look to your competitors but beware!
Just because your competitor looks like they have a content strategy, it doesn’t mean they are doing it right.
Here is a handy guide before you start rummaging through your competitor’s profiles:
- How often they post.
- What days of the week and times of the day they post.
- How large their follower bases are.
- What specific types of organic, sponsored, and ad content they post.
- Which types of posts get the most engagement.
After a while you will begin to see patterns – what is working and what isn’t.
Social Media Tip #7: Did You Know About The Scheduling Feature?
Life happens, right? You’re not always going to get posting times down right and that might throw you off your game a little bit. That’s totally okay because with as many hats as you wear, there are some issues that are a higher priority. Better yet, you’ll get a well deserved vacation.
On most social media platforms these days, you can create a series of content and schedule when to release them during the week or for the entire month.
Build a content calendar and know who is posting what content and when.
Social Media Tip #8: Optimize, Optimize, and Optimize
Some days you will get these social media tips right, and on others you will get it wrong. Learn from the feedback given in the insights panel in Facebook, data from Google Analytics, and other sources for better optimizing content at specific times on specific platforms. Keep in mind the agile marketing mindset as well.
Pick a time when you want to test, create and set a content strategy, and optimize through testing.
If you’re testing ads and sponsored content, you can performing “A/B Testing”. If you’re testing organic content, compare and contrast different content, types of posts, and more, for a better look at what’s performing well and what isn’t.
Test, Test, Test!
Just because social media is not a high priority for most small businesses, it doesn’t mean it can’t be effective.
All the same, it shouldn’t be the biggest marketing investment you make.
- Update and re-purpose existing accurate and relevant content
- Learn how to properly measure content performance
- Create a content calendar, know how to use the scheduling feature, and know who is posting and when
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