Many small businesses today are still relying on traditional advertising campaigns and word of mouth as their only source of referrals. However, with such a large percentage of the population using digital media daily, establishing your presence online is a must. A great website is a good start to show your customers what you have to offer but to drive those customers to your site and ultimately to your front door, you need to develop a social media marketing strategy.
Not only is a social media strategy needed to engage with your customers online, it helps to establish your authority in your niche. This, in turn, increases your chances of turning up in search engine results. For instance, a popular Facebook or Pinterest post might show up higher in search engine results for a certain keyword before the website it is referring to because of the high engagement.
What is a social media marketing strategy and how do you create one?
To develop an online strategy you must take into account a few key factors:
- Who is your customer (men, women, age)
- Where do they live?
- What social media platforms are they using?
- What time are they online?
- What are they searching for?
- What is my budget?
Once you have this information, you can start to choose which social media platforms will best reach your customers so you can start posting relevant content that they can engage with.
After you start making regular posts on social media, you can re-evaluate and readjust your strategy based on analytic data and target the best times and days to post as well.
Determine how much time you want to spend posting and engaging with other people and then make a calendar of when and what you want to post.
How do I know which social media platform is the best?
There are many different social media platforms and each serves a different demographic and niche. While Facebook remains the most popular for almost all small businesses, others such as Instagram and Pinterest are great for visual products.
Take a look at this infographic at Social Media Examiner via Salesforce for a breakdown of platforms and users.
Still not sure where to start?
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