Every company’s marketing strategy should include social media marketing as a key component. It’s not something you can afford to overlook.
Remember when M&S stopped airing commercials on TV in the 1980s because they believed their brand was strong enough without them? They didn’t realise the error of their ways for another two decades, by which time the world had moved on without them. It’s the same with social media marketing. It’s always evolving, and you have to be prepared to stick with it for the long haul.
However, creating profiles and randomly posting on social media will not transform your business overnight – there is no fast fix or lottery-winning epiphany moment. Businesses that post about themselves without adding value to the conversation become background noise. Let’s face it, no one wants to be stuck with the person at a party who spends the entire night talking about themselves.
Because social media marketing isn’t magic, it’s critical to have a plan in place, identify your target audience, and set some objectives. Before you start typing, think about what you want to say. If I had to give you three bits of social media marketing advice, they would be:
If you had asked me a few years ago, I would have been very critical of websites. I saw them as a “nice to have”, but I underestimated their potential and significance. Regardless of whether the website is an e-commerce site or not, all marketing efforts should aim to direct consumers to it.
Information is king in marketing and having a blog on your website allows you to share your thoughts, articles, and other fascinating content. This will provide you with engaging material that you can publish on social media and direct visitors to your website where they can learn more about the context and what your business offers.
It’s something we’ve all done. Set up accounts on Facebook, Twitter, LinkedIn, Pinterest, TikTok, YouTube, Snapchat, and other social media platforms with zeal. However, this leaves out an important consideration – assessment of your target audience. Who are you conversing with? Because few of us market to everyone, how can we segment our audience and determine which channels they are most likely to use? You won’t find many over 60s on TikTok if that’s who you’re attempting to reach out to. Make an effort to figure out who your target audience is and then start talking to them. It takes time to build a following so focus on quality rather than quantity.
And that brings me neatly to the topic of time (or lack of it). It’s difficult to be a small business owner, especially if you wear all the hats. If you don’t have the time to devote to several social media accounts, focus on one or two that you believe are most relevant to your target audience. Set out a morning during the week to plan a week’s worth of ideas — I find that using a spreadsheet calendar allows me to add ideas as they come to me. It will provide you with some structure and help you overcome mental blocks. Remember to include any important company events, such as an anniversary or the introduction of a new product.
Social media is a tremendous tool for business, but it must be used properly and with a specific goal in mind.
If you are a small business, you might benefit from ten:15 marketing’s social media marketing services. Please contact me for a no-obligation discussion of how I might be able to assist you.