- Business

Small businesses – How can social media be used to grow?

Social media is an excellent tool for nurturing leads and boosting sales. Effective social media presence, based on a variety of platforms, is essential. Identify your target audience by age, gender, location, interests, values, and pain points. Ideal customers help you choose platforms that resonate with them best. Meet people where they already spend time online. Conduct an audit of your existing social media presence across all platforms. Look at your follower count, engagement levels, posting frequency, messaging, and aesthetics. Find areas working well and others needing improvement. An audit establishes a benchmark to measure future growth. Research where your target audience is most active to determine which platforms to focus on. Track growth trends. Facebook, Instagram, LinkedIn, and Twitter will likely cover the bases for smallest businesses. Avoid spreading yourself too thin.

Post content your audience genuinely wants and finds useful, entertaining, or inspiring. Mix educational content, behind-the-scenes glimpses, user-generated content, contests, and polls. Post at least once daily, if possible. Text is not processed by our brain as quickly as visuals. Engage your social media followers with images, infographics, illustrations, and videos. User-generated visuals and videos make your brand relatable. Communicate across platforms consistently and ensure it aligns with your brand identity, story, products, and values.  Coordinate campaigns and themes across channels. Social media is meant for two-way interaction, not just broadcasting. Respond promptly to comments and messages. Share user-generated content like reviews and stories.

Utilize social platforms’ sophisticated targeting capabilities for highly focused ads driving clicks to your website, phone calls, and store visits. Hyper-targeted ads are cost-effective for garnering engagement from ideal customers. Test and refine your outreach for the best return on spend. Research influencers in your niche with engaged followers. Partner creatively through sponsorships, cross-promotions, takeovers, reviews, and co-created content. Even micro-influencers with smaller, targeted audiences deliver ROI by spreading the word to relevant followers. Share behind-the-scenes photos, videos, and stories with your followers. Post employee spotlights, a day in the life documentation, product development, office shenanigans, or community events you sponsor. Use employee takeovers on social channels or influencer days in your space to put your culture on display. Traditional ads are unable to convey the values and personality of your brand.

Motivate satisfied customers to post about your business on social media through reviews, photos, and hashtags. With permission, re-share this user-generated content which holds more power coming from an unbiased source. Credibility skyrockets when people support your brand organically.   Cross-promote all your social presence through link-backs in profiles and using share buttons on blog posts and websites. Provide multiple platforms for users to engage. Sync post-scheduling when possible to expand reach. Track impressions, engagement, growth, clicks, conversions, and ROI for each platform. Refine what gets traction. Identify and respond to brand mentions. Optimizing efforts is possible with analytics. Connect with your customers and create a welcoming space for discussion via social media. click this to share their stories, offer support, and allow them to share their experiences. Loyal brand communities amplify word-of-mouth promotion.

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