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Check How to build successful social media platforms for small business
Whether you’re on a small marketing team, sole marketing officer for your company, or run all facets of your business, you know what it’s like to wear multiple hats. With countless results to drive to keep your small business afloat, social media marketing can seem like a nonessential tactic that can easily get sidetracked when things get hectic. For community-focused small businesses and individual customers, this makes social media a powerful platform to connect directly with an audience to build brand awareness and loyalty. Even better, social media is also an effective platform for lead generation. You can create the content and assets that add value to your leads and customers while building their brand affinity.
When users click on your content or offer, they actively search for it or choose to receive updates by following your business. Since these people have already signed up, they are more likely to convert than a random person who sees an ad or offer that is not related to what they need. People often choose a small business over a big-name company because they value the personalized experience and uniqueness of the business itself. You can use social media to showcase your personality and get to know your customers better while growing your business.
How to build successful social media platforms for small businesses
Define your social media strategy and set your goals
Creating a social media strategy from scratch can seem intimidating, but setting SMART goals keeps the process realistic and achievable. A SMART goal is:
- Specific
- Measurable
- Realizable
- Important
- Prompt
Apply this method to your social media marketing plan by basing your goals on metrics specific to your business. For example, you might want to track how many people follow your social media account from month to month. When creating a social media strategy for the first time, it’s a good idea to start with a handful of key goals, so you can really refine them. This allows you to track progress over time and use it as a foundation to build on in the future.
Identify the right social media platforms for your business
Each social media platform has a unique set of pros and cons, which means you can be selective with your approach. Starting with the platforms that make the most sense for your business can save you time and keep your content calendar from overwhelming you. Not sure which platform is best for your business? Here is a basic overview.
Define your brand voice
Your brand voice is like your company personality – it’s how you speak to your audience. And it may differ slightly from platform to platform. Take the Washington Post, for example. On TikTok, they use comedy to create funny and informative videos. On Twitter they share the highlights of an article without frills. If you’re having a hard time setting your tone, think about your brand’s values and mission. Are you formal and serious or more relatable and friendly?
One brand that gets it right is Pur Home, a line of natural cleaning products with an eco-friendly mission. They channel their values into their brand tone with a friendly voice and sustainability-focused content.
Create and manage your social media posts
After defining your goals, choosing the platforms you’ll use, and building your brand voice, it’s time to start creating and publishing content. As a busy small business owner, a helpful way to avoid feeling overwhelmed when creating content is to practice content batching. It is a useful productivity technique where you create multiple captions, photos, and videos over a given period of time. And when you want to schedule content, using Later’s social media scheduling tool will help you save time and always share content at its best posting time. With Later, you can upload photos in batches, find amazing UGC, schedule content weeks in advance, and more.
Track and measure your social media goals
Now that you’ve nailed down your content strategy, well done! You’ve done the hardest part. But remember, the key to a successful small business social media strategy is consistency. Monitoring your analytics to see how many people you’re reaching and how they’re engaging with your posts is critical to your strategy, showing you what’s working and what’s not. Fortunately, Later Analytics makes it easy to track insights that you can use to inform your content strategy, whether it’s increasing engagement or growing your audience.
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