Getting social is a great way to get the word out about your business. But learning strategies for drawing audiences in and not scaring them away with your social media is key.
[sgmb id=”1″]
Many small business owners today concede they need to have a social media presence in today’s market. Just the sheer numbers of consumers who practically live on Facebook, Twitter and Instagram every day bolster that fact. Add to that the fact that more and more peoples include social platforms in their search for products or services and you have an official mandate for small business marketing.
The problem most small brands have is just what to do once you get your brand on social media. After all, social media is about being social. Many businesses make the mistake of thinking they should be constantly selling their wares and promoting their products and services. But often, they find out pretty quickly that that is the best way to ward off possible customers.
If you think of social media like a social event, nobody likes to be sold insurance or hit up for a 2-for-1 offer when they’re trying to socialize.
So what are brands to do in the social hemisphere of consumer connections today? The short answer is be social.
Think of it like this: you want to use social media as a gathering place for your ideal customer or client. And that means identifying with their interests, relating to their concerns and engaging what makes them tick.
So on social platforms you do that with a multifaceted approach that includes sharing content that attracts your ideal customer (like a dentist who posts articles about how often children should brush), ideas that relate to their aspirational desires (like a real estate office posting visually striking photos opulent homes and upscale interiors) and answering common questions that customers and clients in your industry often pose.
This approach represents just the beginning of a cohesive organic marketing strategy online. Brands also have to begin to attract the eyes of their core customers and persuade them to follow or like their profiles, and that involves a mix of engagement (like sharing, liking and commenting on posts by social influencers who have large followings among the audience you want to reach), and crafting the kind of content that piques their interests online.
Remember that selling on social media requires trust. And these elements of a social marketing campaign all work together to do just that. Social media audiences are made up of communities that speak the same language and share the same interests and values. Becoming part of your industry’s niche community will go a long way toward building that trust and that is key to promoting your brand successfully.
So if your social marketing strategy consists of fun recipes, cute doggie photos and viral memes, think about a more focused strategy that establishes your brand within a targeted audience that may consider giving your brand business and not just a like here and there.
If you would like help developing a focused social media strategy for your brand, call a Proctor Digital visibility consultant at 773.245.7226. We love helping small business brands stand out in the crowd.