Likes, links and forwards can get your brand in the limelight
By Deborah Jeanne Sergeant
If you think that social media is only for large companies, perhaps you should consider adjusting your perspective.
It’s free, easy to use and can prove an effective means of reaching your customers. How you do it is what matters.
“Small businesses can use social media to connect with their customers by being authentic and engaging,” said Heather McCoy, owner of 315 Designs, LLC in Fulton.
Unlike a slick radio spot or TV ad, social media is about being real and approachable — not “salesy.”
It’s also not important how many people you reach on social media, but the means by which they are reached.
“Authentic engagement outweighs vanity metrics now,” McCoy said. “In today’s world, social media success is more about building real connections than just chasing likes. Small businesses should focus on creating genuine interactions by sharing relatable content and actively engaging with their customers. It’s not about having the largest following, but about fostering meaningful relationships with the people who support your brand.”
Reaching your ideal target market relies upon selecting the social media platform where they’re active, such as Gen Z preferring YouTube above all other platforms, according to Morning Consult, an industry data gathering organization. Instagram, TikTok and Snapchat followed YouTube, indicating that videos and visuals are essential to reaching Gen Z. But platforms like LinkedIn orient more toward networking and promoting business-to-business interactions.
It may seem a great idea to use several platforms. But it’s better to stick with one or two. This strategy will help avoid social media burnout and also target your ideal customer. Paradoxically, trying to be all things to all customers represents a less effective approach than targeting a smaller population of ideal customers — and honing the social media campaign to reach them. Of course, a few less-than-ideal customers may also find and like your brand. However, it’s that core of ideal customers that will stick with the company and become brand advocates.
In addition to choosing the right platform, McCoy encourages small business owners to “share content that resonates, like behind-the-scenes looks, helpful tips or stories that reflect your brand’s values,” she said.
What would you like to see and read? What would you want to repost and share with your friends? Always posting to sell doesn’t engage the audience.
Social media users like when businesses reply to their posted comments right away. McCoy said that this can show you listen and it can also keep the audience engaged. Polls, Q&A sessions and user-generate content also boost audience involvement and connection to your brand.
“Ultimately, providing value helps build a loyal and engaged customer base,” McCoy added.
Just like becoming friends with the popular kid at school helped some of that popularity rub off on you, becoming associated with popular companies can boost yours also.
“Collaborations and partnerships are important to expand your reach and make new connections,” said Alexandra Fitzpatrick, marketing and communications manager Operation Oswego County.
Cross-brand with purpose with a noncompetitive company whose goods or services complement yours. For example, a dairy farm with a bakery (what goes better with pastries than an ice-cold glass of milk?). Tagging the collaborative partner in the applicable posts will help both of the organizations involved.
Social media is least effective when it’s hit-or-miss. Instead, plan to post regularly.
“Have a content schedule and stick to it,” Fitzpatrick said. “The consistency and user-generated content can effectively leverage your social media and drive business goals.”
Some platforms allow scheduled posts to appear at certain times of the day, planned weeks in advance. Choose timing that will catch your target audience. For example, people who work in offices tend to have breaks at 10, noon and 3.
Even if you can’t schedule posts on your chosen platform, you can plan them. Ideally, one-third of your content should entertain, one-third should educate and one-third should promote your brand. Of course, among these categories, there’s overlap. A very entertaining video could share facts on your products or services, for example.
