A few years back, social media was kind of optional, and the same cannot be said about it today.
Almost everyone is on social media, and they spend a significant amount of time on social media on a daily basis. Based on your own behaviour, I am sure you will agree that you have purchased certain products that you have seen on social media, at some point.
The truth is, your target market is on social media, and if you are not using it to promote your business, you can bet that your competition is right on there.
Being on social media is no longer optional, it’s a MUST!
Unfortunately for many business owners, especially small business owners, social media is not something that they have dedicated budgets for. And one cannot just set it up once and forget about it, and just like everything else, it needs proper management and tweaking along the way.
Twitter, LinkedIn, Google+ and Facebook accounts, all these need a dedicated team if you are looking to grow organically, and yes, it can be a ton of work.
You need to be sharing high quality content, so you can position your brand properly and you have to be consistent, because your target audience will want to know about your company and the services/products that you have.
You may feel the pressure to just dive in, create your social media accounts, however it’s not that simple. It takes real planning, and you need to have you goals clearly defined, about where you are looking to go with it.
Here are some of the benefits for social media for businesses:
Social media can drive some serious traffic to your site, and even though conversions may not be as high, this is traffic that can get interested in your services and products. Remember, you have to share content that is worthy, that will pique interest and that will educate at times. Social media is also fun, people do not want to be reading only boring things. Make sure that you have Google Analytics installed on your site, so that you can see exactly where the traffic is coming from.
Creating the different accounts is just the first minimal step. Now, you will need to find a way to connect with your audience and get them to help you spread the word about your company and your products. Make sure that all your social media profiles are integrated with your site as well.
Encourage them to follow you, to share your stuff and to engage.
Social media can help you to grow your brand, by positioning yourself as an expert in your field.
You cannot always be selling your products/services on social media, at times you need to pick a problem area and give them great solutions for it. Vary the content that you share, make it informational, make it fun, make it light. Have a balance between long and short posts, and keep them fun enough for your audience to want to engage.
Social media can be great for improving customer service, as a potential customer or current customer can give you a shout out on social media.
Now, when they give you one in front of the whole world, it can be a good thing or a bad thing, as they could be calling you out for something bad.
The good thing though, is that whatever the issue may be, they are telling you about it, and you are in a unique position to do something about it and turn a negative situation into a positive one.
Social media should definitely be part of your marketing, it cannot however be a standalone solution to generate leads and get you more business.
So while you are at it, have some goals in place, and make sure they align with your complete marketing plan. Plus social media signals can even give you that small boost when it comes to SEO.