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3 minute read
Here's what you came for - step 1 of building your social media strategy for your small business. Let me calm any nerves you may have going into it: you don't need to be an expert TikTok dancer or post 24/7 to make an impact. Think of your social media as another way to connect with your customers so they can also spread the word to their friends and family.
We'll go over some of the first things to consider when forming your strategy and areas I can support. Remember, if you'd like a little more direct help, that's what I'm here for.
Why social media?
This is your opportunity to design your online space the way you want to be presented. Even if you're not an online business, past, present, and potential future customers are likely to search for your business type and/or business name. You want to take an active part in this to control the story about your business.
Of course, social media is there to attract customers, build leads, and increase sales. But more than that, it's an opportunity to author the story of your business. Otherwise, you're allowing others to write the story for you through review sites and other searchable outlets. Take an active role in your story and presentation, and build connections with your audience.
Who's the audience?
Okay, so we just left off with the term "audience." It may be strange to consider yourself with an audience - but you already have one! Your audience is not only your customers but also those who see your business come up in searches, advertisements, conversations, etc. So who are these people?
Start with the obvious: who are your customers? And the answer can't be everyone. Really think about it. Consider some of these questions:
- Who's buying what you're selling? What do they have in common? Consider age, location, stage in life, hobbies, etc.
- Where do your customers like to spend their time? Are they more of an Instagram user? Are they online only to check their emails?
- What motivates your audience to take action? Are they driven by price, convenience, service, or exclusivity?
Need a hand researching this part? Let me know.
Is it best to be on all of the big social media platforms?
That's your call! What does your audience research tell you? The likely answer is that your audience may get more information on some platforms than others.
While some audiences may be more comfortable with platforms like Instagram and YouTube, others may prefer Facebook or LinkedIn. It's best to do your research first and then make a data-informed decision. Another factor to consider is the type of content that works best for your audience and business. Do you offer services that are best shown through a video for better understanding? That may mean focusing on video-forward platforms like YouTube and Instagram. There is no sense in wasting your time on a platform where you're not likely to make as many relevant connections or communicate in a way that's not landing.
Need help creating the content or writing blog posts? I offer creative services and would be happy to chat.
How do I know what content is good?
You're not alone if you're feeling unsure about the content you create. You'll know the content is good if it looks and sounds like your brand. Not someone else's brand, but your brand. Check out some of my articles on creating content that's genuinely you, building a brand voice for consistent marketing, and tips for creating authentic content.
And for a data-driven measurement of what content is "good," you'll look at your social media performance metrics. You'll see a tab or a section on your social media admin profile that dives into analytics. They usually have some descriptions of what those numbers mean. Additionally, you can work with someone to review the metrics or show you how once or twice until you feel confident pulling your information independently.
The best indicator of "good" content is when you see a lift in sales, customers, and profit and can directly or indirectly attribute it to your social media. Ask your customers questions, do a survey, and review your analytics. Listen directly to your audience on what they enjoy and don't, and make data-driven changes.
The Scoop
Social media can be enjoyable, but getting started can also be intimidating. Whether you want to tackle it independently, get support on a few parts, or have someone fully manage the work, social media is about connecting with your audience and growing your business.
Chat soon!
Your Social Media Neighbor