If you’re reading this, it’s likely that you found it on social media. Like many small businesses, we Journeyers use LinkedIn, Facebook, Instagram and a barrage of other self-publishing platforms to get our information out to people like you who are interested in what we have to say.
Social media is an incredible tool for helping companies get in front of potential customers. But for most small business owners, it can be tough finding time to be active and engaging, especially considering all the different networks and mediums. Heck, it can be hard just figuring out what to say! So let’s break it down with just a few things you can do to give your business’s social media a boost without breaking the bank.
First things first. Think about what social media platforms relate to your business and which ones you actually enjoy using. Not every platform will be relevant to every business and you’ll probably end up driving yourself crazy figuring out how you fit in. If you’re an accounting firm, it’s going to be tough coming up with great photos to engage people on Instagram. If your business caters to Gen X and Baby Boomers, you’re likely wasting your time on Snapchat. Remember that time is money and spending too much of yours on social media can be detrimental to your business. Choose the platforms that you think will give you the best chance for success and stay focused on them.
Now it’s time to make sure that all your account information is updated and accurate. Have a look to see if anything needs changing. Do you have new summer hours or has your logo has been updated? Maybe the mission statement or “About Us” that you wrote a year ago has taken a different turn. Are your pictures up to date and are all the applicable sections filled out so that potential customers have the right information? One Facebook feature we love is the Services tab, which allows you to create short but specific descriptions for each service that your business provides. There’s also a Shop section which turns your Facebook page into an online store. Little updates like this are happening all the time, so if you haven’t been paying attention, now is a great time to take an audit of all your accounts to make sure they are up to date and that you’re taking advantage of all the new features and functions that are currently available.
Once you’ve done a bit of maintenance, it’s time to start working on some fresh content. Platforms like Facebook and Instagram have moved away from showing posts in chronological order and they now deliver updates to people according to the way that a person interacts with an account or page. So if your mom is always liking and commenting on your posts, she’ll keep seeing them. But if potential customers aren’t interacting or engaging with what you’re putting down, your messages will likely be lost. Now, remember, good content does not necessarily mean you need a ton of it, so if you’re thinking that posting fives times a day is going to get you more action, you’re probably wasting a lot of time. Instead, try putting together a content calendar which outlines the key messages you’d like to deliver for the month. From there you can begin to build posts that are quality focused and more robust in the information that they deliver. While you want to make sure you’re in front of people, it’s better to have fewer quality posts than tons of rubbish.
Now it’s time to put some skin in the game. Have you noticed how often some social media networks send notifications coaxing you to boost a post? That’s because while we’ve had a great free run over these past several years, social media is now driving paid advertising opportunities harder than ever before, which means that if you aren’t prepared to cough up some cash, you’re going to be left in the dust. The good news is that social media platforms have so much information about their users that you can target right down to the most specific preference, life event, or behavior. Looking for 35-year-old pregnant women who live in Dallas, Texas and enjoy luxury shopping? Instagram has you covered. Want to find pre-retiree men who live in Bristol, Connecticut, enjoy playing golf, and take a least one overseas vacation every year? Facebook can deliver. So while social media advertising can seem overwhelming at first, it is a fantastic way to get your message delivered to your target market at an affordable price and they make it relatively simple to get started.
Social media has given us small business owners a phenomenal way to self-publish and promote our businesses, so if you’re not active, you are most certainly missing out. Now, what are you waiting for? Make today the day that you give your business a kick in the pants and remember that we’re always here if you need us! Don’t be afraid to get in touch and feel free to check out our social media services for small business owners.