Developing a social media strategy for a small business can be challenging, especially if you have limited time, resources and people to make it work. When you consider the number of social media platforms, choosing the best one can be stressful - but it doesn't have to be.
When businesses first started realizing there could be marketing opportunities using "social" media, the strategy was was just to figure out how to create a profile on all platforms and start promoting.
However, that was before:
Nonetheless, it can be overwhelming to figure out where to start, but let's simplify the process by starting with deciding which platform is best for you.
Learn About Your Audience's Preferences
A few years ago, I was working through an online Social Media Marketing Certification program from Northwestern University. The lead instructor, Randy Hlavac, shared a story about a question he got at a conference.
A new social media platform had just launched, and a couple of attendees asked him if they should put their business on it.
He asked them if their target audience would be on that platform.
They said no.
They answered their question.
You can find plenty of reports on which demographics are on what platform, including this 2022 Social Media Demographics report from Hubspot.
Create Opportunity in Your Space
Many small businesses would have an immediate advantage when they launch their social media pages - if they chose to utilize it. It's incredibly likely others in your space view social media platforms as advertising billboards while putting all of the rest of their attention on SEO ranking and automation.
As Mark Schaefer points out in Marketing Rebellion, most marketers aren't evolving as the marketing world changes.
"They think they are because they’re attending conferences about artificial intelligence, blockchain, marketing automation, content curation systems, social media war rooms, virtual reality, voice search, and other technologies changing the business landscape."
Couple that with his insight on old SEO optimization vs. new competitive advantage opportunities, and suddenly - a social media strategy becomes less stressful.
Once you find out where your audience consumes content, find ways to create engagement, relationships and community. If you can do that, your audience will ignore the automated sales pitches of your competition and trust you with their needs and challenges.
Ideally, they'll turn from customers to advocates who talk about your brand on social media. When that happens, they're doing some of the marketing for you.
If I can help you develop a social media strategy for your small business, let's schedule a time to talk about your business and specific challenges (free of charge).
Just reach out, and we'll schedule a time that works best for you.
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