Social media marketing has quickly taken the business world by storm. Now, small businesses realize that in order to capture the attention of their target audience, some social media networks are the place to be.
But before you jump on the social media marketing bandwagon, there are a few critical questions you must ask before creating your profiles.
1. What do you want to achieve with your social media presence?
Many businesses join a social media network simply because, well, that’s what all the cool kids are doing. This reason will only cost you valuable resources and time while you try to figure out why the heck you’re on there.
Have clear, set goals in mind when creating a social media marketing plan. By understanding what you want to achieve by connecting in this space with your audience, you can make your efforts far more effective.
2. What type of content will you post?
Each social media platform has a different way of showing new content. Pinterest is more visual, twitter is more text based, and Facebook is somewhere in between. To get the type of engagement you want from your social media marketing, you must have a deep understanding of the type of content people go to see on that particular platform.
Understanding how each social media platform works in terms of displaying your content will help you to find out the type of content you want to promote. For example, Pinterest does really well when images have words in them. Twitter uses hashtags to emphasize certain parts of tweets and help businesses and people get found. Determine what type of content will match up best with your social media goals and target that platform.
3. How can your brand post content without it looking like spam?
Social networks are a place for people to interact with people. Just like you do not want spam or unwanted promotions cluttering your inbox, social media users do not want sales messages cluttering up the space where they intend to interact with their friends. If your content looks too spammy, you will quickly lose the interest of your followers and your social media marketing will flop.
Create a healthy mix between fun posts that people will want to share, informative posts that will deliver something of value, and then you can sprinkle in some sales messages to promote your product or service.
4. Who will be able to contribute to the social media marketing efforts?
For small businesses, it is crucial that you have a strategic social media marketing plan. Opening up your Facebook page, Twitter account or any other social media account to the wrong people in your company is a recipe for disaster.
Designate one specific individual in the company to manage the social media presence. Then, others within your business that have ideas in terms of what content they think your followers would find interesting can send it directly to the social media manager. This person can then determine when and where the content is posted, keeping messaging compliant with company values and in line with your strategy and goals.
Social media marketing has a lot of potential for small businesses, but when it is done incorrectly, it can harm your brand image and cause you to look like a sales robot instead of a brand that provides value and interest. Planning your social media marketing strategy before jumping on every social media platform is crucial to your success.
Which social media network is most in line with your business goals? And how are you using it to engage with your fans or followers?