You’ve nailed email and finding things via Google and you’ve even been coerced by your family to have a Facebook page. You’ve grown to like Facebook because you can stay up to date with close and long distant family members. You even appreciate the odd funny cat video!
But Facebook for business? What even is that!? Why!? Everyone is telling you that it would be great for you to have a Facebook business page. They say it would help you sell more but you just can’t see how you do it. And then there’s Twitter, Instagram and Pinterest which quite frankly are in a whole other world.
WHY BOTHER WITH SOCIAL MEDIA FOR YOUR SMALL BUSINESS?
As of June 2017, Facebook has 2 billion active monthly users. That’s just under a third of the world’s 7.5 billion population. No, not everyone is going to love your products and want to buy from you. However, with the right techniques and strategies, you will reach people who love what you do.
The rest of the big four aren’t as large but still have widespread appeal. They reach 328 million, 700 million and 175 million active monthly users respectively. Maybe social media for your small business is worth trying after all?
THE COST OF SOCIAL MEDIA VS OTHER MARKETING TACTICS
Whether you engage in social media advertising or not (and I highly recommend you do). Social media marketing still isn’t free, as a lot of people often think, but it is low cost. Yes, the platforms are free to set up and post to. However, there is a skill to creating quality content for business and an art to engaging with your audience. This costs money to outsource or takes time to learn and post regularly.
Time that you could spend on other things.
However, the opportunities in terms of increased brand awareness, customer engagement & ROI make it worthwhile. Whilst I wouldn’t recommend that social media is the only marketing activity you do, when done effectively, it brings in consistent quality leads, particularly for smaller businesses. In fact, a recent study found that nearly two-thirds of SMEs believe their social media activity generates the highest quality leads of their entire marketing strategy!
I personally love the experience of going to farmers markets and independent retailers because they really value your custom. Their owners and staff show you they care, they talk to you like you’re a human being and their passion shines through.
Social media allows you to deliver that experience regardless of whether you’re a retailer or not and regardless of where your customers are in the world. It allows you to be transparent, honest and authentic. It gives you a platform from which to show your customers the people behind your business. This is important because they want to see the nitty-gritty of what it’s like to be a customer of yours and how you operate.
Through your interactions, you can use it to showcase your personality which allows people to really fall in love with your business in a way that can’t be done by through traditional advertising alone.
PLANNING & MEASUREMENTS
What social media success really comes down to is a good plan, confidence to try new things, solid measurements, being present and an in-depth understanding of your ideal customer. Without each component, you’ll be driving your ship blind, will end up frustrated with the results and will curse the idiot who encouraged you to try!
WHAT DOES A GOOD SOCIAL MEDIA PLAN LOOK LIKE?
Your first social media plan doesn’t have to be complicated. Keep it simple by addressing the following areas:
- Think about who you want to serve and how you are going to deliver real value to them – Note that I didn’t say who are you going to sell to, social media is primarily about building a community.
- Set a goal for delivering ‘said’ value and alongside this, the potential return – You have nothing to measure against if you don’t have a goal. Don’t just aim to grow your followers. A good social goal is related to your business goals, so it could be to grow your email list, increase website traffic or even to sell more. NOTE: social media success doesn’t happen overnight so don’t expect a “quick win” here.
- Choose just ONE platform for getting in front of your target audience – Each platform is unique, and it needs to be mastered, make it easier on yourself & choose just one to learn and grow.
- Decide how often you are going to (and can realistically) communicate – The frequency is less important, committing to a consistent routine is key here.
Hopefully, we’ve got you at least a little excited at the prospect of bringing social media marketing to your business. Take your first step right now. Answer those questions above and then come and share over on our Facebook page that you’re going to get started & we will help you along the way!