Social media is an excellent tool for engaging with customers that traditional marketing strategies may not reach. Companies can directly interact with users and gain insight into what consumers think of their brand and products.
By investing the necessary time and resources into social media management, small businesses can build customer relationships, collect valuable data, and improve marketing strategies.
11 Small Business Social Media Management Tips
Whether just establishing a business or working on brand exposure, small business owners should consider how social media can improve their marketing schemes and customer engagement.
1. Develop a Detailed Plan
While posting on social media is free and easy, businesses first need to outline a plan before publishing content. Without a plan of action, companies can't work towards particular goals, meaning there are no metrics to measure each post's performance.
For example, if an organization wants to promote customer engagement, the posts should have interactive elements to get users to comment. Social media managers can monitor engagement insights to determine the impact of each post.
When creating a social media plan, businesses should-
- Set clear, measurable goals, such as increased conversion rates and brand exposure.
- Research the competition to discover the impact of their social media strategies.
- Perform a social media audit to evaluate what tactics have proven to be effective.
- Create a social media calendar that outlines when to post content.
2. Determine the Best Platforms for the Business
When choosing what social media platforms to utilize, businesses should conduct research rather than relying on guesswork. While companies that have a younger demographic may think to skip over Facebook, studies find that 84% of millennials still use the platform.
After identifying target demographics and building buyer personas, management needs to research which social media platform their customers use. This step looks different for every company, as some utilize every outlet, while others may only use platforms that have a marketplace.
Each platform has unique marketing tools to attract social media shoppers. For example, Instagram uses tags that pop up on pictures and direct users to the brand's page and website. On the other hand, Facebook has its own marketplace where companies can place their catalog and links to their page.
3. Understand the Audience
Social media gives businesses the ability to micro-target their audience with different content. However, this requires the company to have extensive knowledge of their customer base.
After collecting customer data from the point-of-sale (POS) system, businesses can collaborate the information with social media analytics to finetune marketing techniques. This combined data will illustrate a broader picture of which customers prefer different sales channels and content types.
4. Expand the Audience
After discovering customer preferences, companies can return to their social media strategies to determine how to expand their clientele.
Businesses can invest in social media ads to target users based on their age, location, and gender. This enables management to develop promotions that will attract users with similar preferences to their customer demographics.
5. Build Customer Relationships
Unlike traditional marketing tactics, social media enables businesses to interact and build relationships with their customers. Managers can respond to comments, questions, and concerns raised by users, showing the audience that the brand values their feedback.
Whenever users engage with a post, whether they like or share it, the social media algorithm boosts the content, exposing the brand to more customers. Therefore, companies should prioritize interacting with social media users to build trusting, long-lasting relationships and expand their reach.
6. Create Visual Content
Customers don't use social media to read long-form writing, they log in to see creative content and compelling visuals. Impactful photos have the ability to go viral, providing businesses with free exposure.
Platforms such as Instagram, Pinterest, and Snapchat are visual-based, therefore if a post is not visually appealing, customers won't bother reading the description. When taking product photos, businesses need to ensure they are of high quality and creative.
7. Prioritize Quality Over Quantity
Many businesses make the mistake of pushing quantity over quality when it comes to creating content. While it is essential to make frequent posts, the schedule should not be so overwhelming as to sacrifice content quality. If companies find that creating unique posts for every platform is unreasonable, they should focus on creating impactful posts on their most successful sites.
Quality content provides customers with valuable information beyond trying to make a sale. Customers do not typically engage in content that is blatantly trying to pitch products.
Studies show that 86% of consumers say that authenticity impacts which companies they patronize. Therefore, businesses should dedicate the time to develop valuable content that intrigues and informs users.
8. Utilize Management Tools
Each social media site collects insights that enable businesses to monitor their posts' performance, such as-
- Customer engagement, including likes, comments, shares, and saves.
- Analytics that define user demographics, peak interaction times, and accounts reached.
- Content curation, allowing businesses to reshare valuable posts from other users. However, managers must ensure to give credit to the original creator.
9. Monitor Comments
Aside from responding to questions, managers should monitor the comment section to see what customers think of different items.
Businesses may find insightful critiques and shared concerns that can help them improve product development. By gauging users' reactions to certain posts, management can also enhance their engagement strategies and customer interactions.
10. Schedule Posts
Once the business has created a posting calendar, they can employ a scheduling tool that publishes posts on the designated day and time. A scheduling tool enables management to create and edit content in advance to avoid delayed posts. This is especially helpful when launching a new product line or teasing a time-sensitive promotion.
11. Track Insights and Refine Strategies
By continuously tracking insights, businesses can adapt their marketing strategies to improve their overall performance. The insights that social media platforms track enable companies to see which content performs well with each demographic. This way, marketers can develop targeted campaigns for existing customers and customer acquisition efforts.