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Social strategy
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Many small businesses start and end their digital presence with a social media page and assume they are good to go. While ultimately most small businesses will need to also have a website, a lot can be accomplished with a well-balanced approach to social media.
The key tenet to remember with a social media presence is that, for many cases, it is the face of your business online. More people are likely to engage with your brand via social channels than other means. This is because once they Like/Follow your business, their point of interaction is passive - your posts will appear on their timeline without them having to make the decision to seek you out each and every time they are on that platform.
“I have a FB page, but now what?”
This is a great question and while there is no “silver bullet”, there are a few things that you can do to better leverage your social media page into what you need it to be: a place for people to be engaged with your brand and giving them reason to frequent your business.
1) Keep it updated
This may seem simple, but it is far and away the easiest thing to lose track of -especially when you are trying to juggle your regular business responsibilities and even your own social media- but it is the most impactful. Depending on the platform, you should prepare at least 3 updates a week. Different content has different “value” and “longevity”, but overall getting into the habit of posting regularly is the biggest hurdle you will overcome.
2) plan & schedule
A lot of small businesses will post to their business pages like they would their personal pages: in the moment, when something “interesting” is happening. However, we know all too well that oftentimes the day-to-day can be pretty mundane. It excites us because we love what we do, but it may not always make for the best content. The easiest way to navigate this is to plan and schedule your updates. This also allows you to free up some time by “canning” all of your posts in a few hours on one day, rather than trying to find time to do them every day. Still post when fun, exciting things happen, but having some stuff ready to go really helps take the pressure off.
3) keep trying
It is easy to get discouraged when you are not seeing the results you want from your posts. While social media is well-known for “viral moments”, when you think of it in terms of just how much content is posted every single minute it makes it easier to understand just how rare something like that happens. For most, social media is a slow, steady process of experimentation - trying different things and seeing what works and what may have just been something fun to make. The point is to understand that you are trying to find your groove -for sustainable content, your audience, your brand, etc.- and that’s not something that comes overnight.
4) focus on the right numbers
A lot of focus is placed on followers and impressions/views. While these metrics are important and can be a bellwether for things that matter to your bottom line, they are not nearly as important as things like engagement and CTR (click through rate) as far as “actionable” metrics that can lead to conversion and potential sales. For example, a video can have 1M+ views but if you only net 3 sales from it, that view count seems considerably less impressive.
Social media is a tangled web of “if this…, then that…” qualifiers, algorithms, and luck. However, these four key practices will help tip the scales in your favor. By building your social media foundations here, it is significantly easier to manage and gain success from your social media presence.
Pixelated Marketing offers paid sessions and services to assist with up-to-date and individualized needs. Materials provided in this and other articles are accurate suggestions at the time they are written, however they may not be updated regularly and should not be considered comprehensive of every situation. For any questions or additional information, please contact Pixelated Marketing at info@pixelatedmarketing.com
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