By Joshua Brennick
Many small-medium sized businesses today have incorporated social media into their marketing strategy. With this ever rising cluster of Facebook Pages and Twitter accounts, you have to approach your social media marketing with a specific strategy for each platform.
Many small-medium sized businesses today have incorporated social media into their marketing strategy. With this ever rising cluster of Facebook Pages and Twitter accounts, you have to approach your social media marketing with a specific strategy for each platform. Take a moment and think about this: a radio spot for marketing purposes would not be approached the same way as a billboard would be. The way the message is delivered in a radio spot differs greatly from how it’s delivered on a billboard. Each platform has it’s own unique qualities that have to be taken into consideration when deciding how to best use that particular marketing platform. The same concept applies to the various social media outlets such as Facebook, Twitter, LinkedIn, Instagram, Pinterest and the list could go on.
A business should start by deciding which platforms offer the most value to their specific business. Social media takes time, effort and creativity so you have to choose wisely because the more platforms you are on, the more time it will take away from your other responsibilities. For example, Instagram would be more beneficial to a business in the wedding industry compared to an accounting firm using Instagram. If we were to replace Instagram with LinkedIn when comparing the two different businesses, the accounting firm would now have a higher return because LinkedIn brings a lot of benefit to a business in the financial industry. Once you’ve decided what platform(s) you will be using, it’s time to take a strategic approach and have a goal for each. One way that social media will increase your business is through customer referrals on these platforms. Here are some tips to increase your referrals:
- If you ask, you shall receive: Consumers are connected with trusted friends and family when they are on social media and they share all sorts of information with each other, including good business. According to Nielsen’s Trust in Advertising Report, 84% of consumers say their friends and family are their trusted resources. Referrals coming from a trusted resource are persuasive and effective because it’s social proof that a consumers trusted resource believes something is worthy of attention. Simply ask your current customers and clients if they would be willing to write a good mention or review of your business on their own social media platform such as Facebook if they had a good experience.
- Free is for me: Promotions such as giveaways have proven to be an effective method to engage your fans on a social media platform. When you utilize the specific functions that each platform has to offer such as “Liking” or “Sharing” and mix it with a giveaway, you will increase engagement on the Page while gaining the attention of new fans to the Page who were referred to your Page from a trusted source.
- Make it easy: Make yours posts easy and ready to go if someone wanted to share it with their friends and family. For instance, Facebook allows it’s users to “Tag” a friend in the comment section of a post on your Page. You can create a post to promote your giveaway and within that post, have fans “Tag” a friend or family who they would share the prize with. By having a clear and attractive message, it makes it simple for your fans to engage with the post because there is minimal steps involved in the process of engaging with the post. This will result in attention to your business from new visitors who were referred to your Page by someone they trust.
Take advantage of the tools that are available in today’s digital economy and know how to utilize each tool to it’s fullest potential. With a solid social media strategy that is tailored to your business, there is unlimited potential to the growth your business will receive.