Recent statistics indicate that 2.3 billion people are active on social media.
If you want to grow your business without spending a ton advertising on a billboard, go where your customers live: on social media. But in order to win audiences (and ultimately, business), you have to smart about how you tackle it. Social media is a big—sometimes overwhelming—space for business owners, filled with convoluted rules on how to run your company online. We break it down by platform and offer our social media marketing tips for business head-on.
If you’re new to social media as a business, pick one or two platforms you’re comfortable with. The key is to update your accounts regularly with useful, shareable information about your brand or industry. Here are some platforms to consider:
If you’re a small company and your last post is from eight months ago, your followers will question whether you’re still in business. It’s important to make time to consistently share content. The good news is that you can repurpose content from one platform and share on another. For example, if there’s a fun, quirky news article that relates to your business or if you snapped a quick pic of something fun or interesting on the job, you can share on all your platforms.
Humans love photos—and love taking them too. If you can make 90 per cent of your social media posts more visual across all platforms, you’ll draw in a lot more eyeballs. Dog walkers might share a photo or video of a happy customer on a long walk; interior designers may post a photograph of a trendy find they’ve unearthed; window or gutter cleaners can share before and after photos. Pro-tip: Avoid posting photos of people or clients’ homes without their permission.
Smartphones make recording and sharing videos ridiculously easy. If you’re the face of your business and you aren’t camera shy, consider making at least one short video short (a minute or less is preferred) to post to social media every week. Think of snappy how-to’s, bio videos, Q&As, expert advice videos and more. People love to put a face to a name, so as long as you’re friendly and relatable, you can start to build trust without ever needing a paid ad.
It should go without saying that you have a website. Consider adding a blog feature and updating it every week or so with a short post that offers a few tips. Cover topics like:
Share every blog post on social media to direct traffic to your website and build a larger profile.
If you’ve got a vibrant presence on social media, some of your followers may leave comments on your posts or page. Positive or negative, it’s critical for your business that you acknowledge every single one. Be friendly, upbeat and appreciative of great feedback; adopt a concerned, customer-service approach for the not-so-great ones. You’ll be seen as a responsive, caring professional with excellent manners, which goes a long way to building trust.
In other words, think quality, not quantity. On our personal social media pages, we love to get likes. However, for social media, likes are nice but shares are king. Think about it: If a handful of your followers shares just one post with their network, you’ve got instant word-of-mouth referral possibilities to potentially hundreds of people. Not only that, by sharing your post, it’s a tacit approval of your business. People inherently trust their peers over advertising.
Be sure to embed your website in every single social media post. The goal is to get future business, right? Your website should have all of the details about what you do, including testimonials and contact information to reach out to you directly. It’s easy to lose sight of the purpose of every post. If it’s to garner more business, send them to where all the details live.
Not sure where to begin? Do what feels most manageable to start. That may be just observing your competitors’ websites and social media pages to get a sense of what style most matches yours. It’s important to provide consistent communications. The more you carefully consider it, the more effective it will be.