These days, there's no end to what businesses can do when it comes to engaging with social media, no one channel to which they're limited or forum from which they're kept. Now, with more than a dozen different platforms from which to choose, brands must work to be found and remain known, and to stay relevant in the digital age - the trick here being, of course, that they know well in advance which channels will ultimately serve them and their buyers best.
Social media might seem a time investment to some, to small and midsize businesses (SMB) especially, but the return can be tenfold, so long as brands have the right strategy in place. That said, here are six ways SMBs can hit the ground running in their social media efforts:
Let your target audience determine your social presence.
As you begin to build out your brand's pages on various social channels, think long and hard about the types of content your buyers consume most, and about the offers that often attract them. If, for instance, your business happens to be a courting a demographic of potential homebuyers, make it a point to share helpful guides and how-to's that break down the complexities of real estate - a crash course on securing mortgages, a tutorial on making offers, a list of red flags to look for in listings, etc. Make it a point to educate instead of sell, and your buyers will thank you for it.
Focus on a few select channels, not all.
It's better to be deep than broad in your engagement on social - to lavish a small handful of sites with your energy and attention, versus attempting to have a minimal presence across all. Consider the sites your buyers frequent and the places where your content plays best; if you're looking to off-load a whitepaper, for example, you might try doubling down on a site like LinkedIn, where whitepapers and eBooks tend to fare best.
Identify (and be willing to leverage) social influencers.
If you're looking to generate real demand for your product in the social pages you keep, search for and utilize key social influencers - thought leaders, academics and respected industry experts that command strong social followings and engage followers regularly.
You'll want to look for people with well-defined positions and similar views, people you believe your own buyers will benefit from hearing. Once you find those influencers, you'll want to approach them carefully, and in a way that signals your respect for their expertise - you might solicit their feedback on a product or service you provide, or make them the first to know of developments in your organization. You can share their content as a start, to show an interest in their work and perspective on the industry.
Understand that conversations are key.
Once your pages are up and running, be sure to monitor each one closely to see what sorts of exchanges take place on them and within your larger social network. Try to identify the hashtags relevant to your industry or product, or the handles of competing vendors and industry publications, and be sure to follow them. This way, you'll get a sense of what your buyers are discussing, which, in turn, gives you content to share and opportunities for engagement.
Draw content from relevant sources.
Admirable as it is to create and share original pieces of content exclusively, curating content is extremely beneficial in the long run, as it shows your buyers you care more about educating and helping them than selling them on your services. It also has the benefit of drawing on the followings of other thought leaders and publications - share an article from Forbes that's relevant to your industry and you're likely to catch the notice of those who follow Forbes out of habit, who wouldn't necessarily know to look for your product otherwise.
Be precise in your calls to action.
As you go about building a following for yourself on social media, don't forget about the people you came there to engage and serve: buyers on the lookout for your specific product and service. If you're a provider of lead generation software, be sure your offers map to marketers specifically. If, instead, you're a third-party vendor selling tee times at a country club, strike out at golfers. The goal is to be specific in what you provide, so your followers (and potential buyers by extension) feel like there's really something for them - and them alone - in what you offer.
While social media can be described as a relatively recent development professionally, it has become essential for businesses of all sizes to incorporate it into their marketing strategies. Be sure to keep these six tips in mind as you reevaluate your business's marketing plan to take your brand digital - and beyond.