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Social Media strategy for small business

21 October 2020

When it comes to social media marketing, failure to prepare is preparation to fail. Therefore, devising and implementing a robust social media strategy should be a priority for all small business owners.

Use the following questions for tactical guidance, and your social media strategy will stand a far better chance of unlocking your full potential.

Who are you trying to reach?

As with any marketing strategy, appreciating your place in the market is an essential feature that will direct all subsequent plans and campaigns. After all, very few SMEs boast a universal appeal that covers all demographic backgrounds.

Building an ideal consumer profile should be the first assignment on your agenda. Some of the key factors to consider are;

  • The geographical reach of your business, especially if it sells a local service.
  • Whether your products and services are primarily aimed at one gender.
  • The age range of people that your products will most likely appeal to.
  • Any financial status levels of individuals most likely to covert.
  • Any other social elements that will influence potential conversions.

While your business may still reach secondary markets, a clear and defined consumer profile will serve you well throughout the social media strategy. This is because resonation and engagement are crucial ingredients in the recipe for success.

Where can they be reached?

The old cliché states that first impressions count for everything, but you cannot leave a lasting image if nobody knows of your existence. Visibility in the right places will go a long way to maximising your potential and future ROIs.

By now, you'll be aware that there are several popular social media platforms to choose from. However, they each appeal to different demographics. Examples include;

  • Facebook – appealing to millennials and older generations
  • Twitter – appealing to millennials and generation Z.
  • Snapchat – appealing to Gen Z.
  • TikTok – appealing to Gen Z and generation alpha.
  • LinkedIn – appealing to business folk from baby boomers, Gen X, and millennials

Other popular platforms include Instagram and Pinterest. While you will probably target multiple channels, focusing on one that satisfies your demographic is key. The choice of platform will also dictate the type of media (text, audio, video, photos) and tone used.

How will you continue to evolve your strategy?

Building a strategy that works today will give you a strong starting point. However, as anyone currently persisting with the tactics they used in 2017 will confirm, failure to progress with the times can spell disaster. Visibility, engagement, and conversions will all suffer.

Continued analysis and adaption are required to keep things fresh and engaging. Here are some of the best ways to make it happen.

  • Use tools like Buffer to schedule posts and analyse which posts gained the most shares, clicks, and engagement to gain value insight for future content.
  • Use Feedly to collect related content that will appeal to your audience without sending them to your direct competitors. After all, this is SOCIAL network marketing.
  • Monitor all social media display ad campaigns and use tactics like A/B testing to discover what ideas work best for your business.
  • Utilise modern facilities, such as Instagram's product links and shopping features, to improve the UX for consumers.

There's nothing wrong with taking inspiration from the market or asking clients for their opinions on your social media strategies. A strategy that allows you to grow will deliver stunning results.