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5 Social Media Strategies for Small Business

The Socialfix Kickass Content Team

Written by The Socialfix Kickass Content Team

Home / Business / 5 Social Media Strategies for Small Business

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Social Media for business is more than just sending out automated tweets a couple of times a day, linking to your latest blog post on Facebook, or slapping a pretty picture on Pinterest every once in a while. A well-coordinated social media strategy builds brand recognition and loyalty, generates sales leads, and creates a positive connection with the community through consistent and frequent engagement on social media sites.

 Benefits of Social Media for Small Businesses

Consistent engagement with the different social media communities offers:

  • an abundance of new ideas;

  • a source of prospective customers and sales leads;

  • opportunities to build brand awareness and nurture brand loyalty;

  • an avenue for business owners to respond to news and events that affect their business, industry or community.

Getting Started: How to Build a Fan Base on Social Media

Before any of the above benefits can be realized, you have to build a loyal fan base. You’d agree when that as brilliant as your message might be, it is of no use if there is nobody to read it.

Building a fan base can be a slow process, however, there are a few ways to speed it up.

Social Sharing Buttons

One of the easiest ways to help grow your social media audience is to include social media buttons on your website. Inviting your site visitors to follow you on Social Media and to share your content could really give that engagement boost you are after.

Contests & Giveaways

Holding a contest or a giveaway is one of the most effective ways to build a following on Social Media.  This is also a great way to build buzz about your brand. As people share the contest with friends by email or through their own social media accounts, you will gather more followers on your own accounts.

Software Programs

Several programs exist that can help you build a following on Twitter. Few, if any of these programs, come highly recommended since they sometimes run afoul of Twitter’s anti-spam policy.

Another reason to avoid using programs that promise to build a social media following for you overnight, is that the followers may not actually care to engage with your company. The newly acquired followers may simply have the custom to follow back whomever followed them.

It may look nice to have a large following on Twitter, but if these numbers won’t help you accomplish your social media strategy, it is best to go without them in first place.

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Which Social Media Platforms Are Best?

Most businesses don’t need to invest time and efforts in building up their brand image on every social media site out there. At the same time many businesses do well on Facebook, while others are more successful on Twitter or Pinterest. Find out which sites your target customers are using and build a following on those sites.

Anatomy of an Effective Social Media Strategy

Maintain Complete & Consistent Account Profiles

Once you’ve decided which social media sites your marketing strategy will focus on, make sure you complete to the last detail your account details. Use your logo and branded images to represent your brand.

Follow Social Media Etiquette

Each social media site has its own rules and guidelines. Some rules are explicit and listed in the Terms of Use, while others are more subtle and are enforced by the community. It is vital that the person or team in charge of your social media accounts knows, understands, and follows these rules.

Interact & Engage

After working hard to build a large following, one of the worst things you can do is to ignore the people who want to interact with you on social media. Respond to private messages sent to your business accounts and reply to tweets or Facebook comments that are related to your company in a timely manner.

Thank people for the positive comments left about your company and keep your replies positive if someone shows irritation or seems inclined to argue. You might not be able to solve customer service disputes in a limited character posts, but a simple, positive reply can show that you are actively listening and acre about your audience.

Promote Your Social Media Accounts On and Offline

As mentioned above, social sharing buttons should be integrated in your website design, however, you should also include links to your social media accounts in emails and newsletters. When possible, include links on letterhead and business cards. Don’t forget to always invite your audience to follow, like and share your content on social media.

Share Relevant, Useful Information

Social Media is a great way to promote your business, but followers will soon tune out if that is all you do. Post information that is relevant to your followers and the communities in which they live. Take the opportunity to soften your image by making public service announcements or sharing your company’s philanthropic activities.

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What is a social media strategy?

Social Media Strategy is the action plan that the online marketer follows in order to successfully reach out to their target audience, convey the brand message, and help the potential customers navigate down the sales funnel.

Social media strategy focuses on promoting a brand, product, and/or a service on various social media channels including, but not limited to: Facebook, Instagram, Twitter, LinkedIn, Pinterest, YouTube, TikTok.

A winning Social Media Strategy would incorporate client communication that is consistent with the overall marketing approach of the company. It will also entitle:

  • Creating brand awareness;

  • Educating the target audience of the company’s culture, values, product, services, etc.

  • Providing timely customer support and guidance;

  • Entertaining the target audience;

  • Engaging the target audience in brand-related conversations, activities, events, causes, etc.

  • Promoting positive customer feedback and experience with the company products and services;

  • Organizing influencer marketing campaigns;

  • Investing in paid advertising;

  • Assessing brand sentiment via people’s reactions and comments.

How to create a social media strategy?

In order to create a solid social media marketing strategy you should first go over the universal marketing steps:

  • Create a buying persona and build your communication strategy with them in mind;

  • Research your competitors. See what works for them and think whether you could adapt their strategy to your needs;

  • Audit your current Social Media Marketing Strategy, do a SWOT analysis of its overall performance: keep the tactics that offer you traction and lose the ones that don’t trigger engagement;

  • Set measurable goals;

  • Draft Social Media Content Calendar

  • Test what kind of content appeals most to your audience and focus on producing more of it: videos, infographics, gifs, memes, etc.

When developing social media strategies it is important that companies keep in mind their overall marketing strategy. Client communication should be consistent in terms of the message sent to the target audience regardless of the communication channels used.

When developing social media strategies it is also important that companies don’t follow social media trends blindly. Instead they should first consider whether a new approach would fit their company culture or the value system of your target audience.

How to incorporate social media into seo strategy?
  • Channel traffic from your Social Media Profiles to your company website via blog post shares, contests, discount and promo shoutouts, company announcements and product/service news, etc.

  • Invest in Paid Social Media Advertising to promote your brand, build brand awareness and site traffic;

  • Create a customer review gathering strategy on Social Media;

  • Step up on your content creation efforts in an attempt to get a viral response and thus boost your overall digital marketing campaign;

  • Implement open graph tags on your website;

  • Invest time and efforts into social media listening in order to understand better your target audience and build up on your keyword research.

Why is having a social media campaign strategy important?

Having a social media campaign strategy will help you build up a solid digital marketing strategy and will make it easier for you to achieve marketing goals like:

  • Building brand awareness

  • Creating an engaged audience

  • Converting your potential customers into paying and loyal ones;

  • Shaping long-lasting relationships with your audience;

  • Building trust with your audience;

  • Activating positive WOM campaigns for our brand;

  • Reaching a broader audience;

  • Empowering your clients to become active brand advocates.

What are some social media strategies?

An integrated social media campaign may consist of the following social media strategies:

  • Influencer marketing campaigns;

  • Video Production Campaigns;

  • Converting satisfied customers into brand advocates;

  • LIve streaming with a live sales option;

  • Engaging customers via contest & games;

  • Promoting user-generated-content to increase reach and to build trust among your audience.

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