More than 70 percent of small businesses plan on using social media for marketing this year, according to data from Infusionsoft. But not all of those businesses have an actual strategy.
Posting content here and there isn’t going to be as effective as going in with a real plan. Every strategy will look a bit different, but there’s no shortage of options to choose from.
Social Media Marketing Strategies
Here are some expert-approved strategies to promote your small business on social media.
Start with One Platform and Build from There
When you’re just getting started building a social media presence, it can be tempting to go all in and attempt to reach people on every platform. But this is a recipe for overwhelm, argues Rachel Strella, founder and CEO of social media management firm Strella Social Media.
She explained in an email interview with Small Business Trends, “We strongly recommend a conservative approach to social media, especially when starting out. I have seen many dive into social media and then fail to maintain their presence simply because they were overzealous. I’m not implying you shouldn’t review what new sites and tools have to offer, but I recommend that you carefully assess their potential benefits for your business before throwing time and money at them.”
Create a Unified Presence
Whether you end up using one social platform or many, it’s important for people to be able to spot your brand anywhere online. It should look professional and consistent with your website and other marketing materials. So update your profile photos and/or header images to go with your branding. And Strella especially stressed the importance of having a professional headshot for LinkedIn, rather than going with the standard avatar.
Put Yourself in Your Audience’s Shoes
Building a content strategy looks a bit different for every business. You’ll never post exactly the same content or topics as anyone else. However, it is always important to post things that are going to be interesting or helpful specifically for your target customers, says Strella. So before posting new content, get in the mindset of your customer persona and ask what you’d want to see.
Use the RITE Formula
RITE is another formula that Strella uses to assess the viability of specific types of content. According to Strella, RITE = Relevant, Interesting, Timely and Entertaining. So essentially, consider every post with those characteristics in mind. Ideally, it will hit at least a few of those check boxes.
Aggregate Content from Your Audience
Sometimes the best way to get the attention of potential customers on social media is to re-post content from current customers. When you aggregate content about your business from other users, it serves as a kind of social proof. It shows people that others just like them use your product or service and love them, whether it’s an Instagram post of a customer wearing your handmade scarf or text from an online review.
Kristi Hines explains via Post Planner, “Anyone can write a few sentences, slap a fake name on it and add a stock photo of a smiling face to create fake testimonials. But utilizing compliments, reviews, and testimonials from social media has a different effect.”
Though social media posts…