A straightforward guide to social media marketing for SMBs

Social media marketing comprises the use of different platforms; Facebook, Instagram, Twitter, TikTok, Snapchat, and Youtube. For audio-based products such as podcasts, platforms include Spotify, Anchor, and SoundCloud.

They attribute the success of anything you set out to achieve in life to the habits that make up your day, same applies to business. Identify your strengths and employ personnel who can take care of the other bits of the business. A rule of thumb for your employees is to ensure they understand your vision and are people of character. As you curate your brand on any social media platform, touch on your audience’s problems. Ensure your audience understands your values and that it’s more than just a marketing avenue. You are building a community.

“Hire Character. Train Skill.” – Peter Schutz

Social media marketing is like a puzzle that involves different people; graphic designers, SEO, photographers, videographers, web designers, copywriters, content managers, and customer service agents. It involves creating a content strategy, scheduling and posting content across all social platforms, social listening to both your audience and competitors, engaging with your audience, building a community as you establish brand authority, and measuring the impact of effort put in. Here are some guiding pointers as you create a strategy for your business:

1. Create a Content Strategy and Set SMART goals

Goals are the best way to know if you are on the right track to achieving results and what effort is required. Use the acronym (SMART: Specific, Measurable, Achievable, Relevant, and Time-bound) as a guide. At the end of every month, evaluate what’s working and what’s not. A strategy that includes a detailed plan of action guides the successful achievement of set goals. Here are some pointers for a plan of action:

• Content formats to be used: Video, static images, blogs, and user-generated content from your audience.
• Posting Schedule
• The number of posts per week/day
• Social listening: setting up alerts for brand mentions and industry news
• KPIs to monitor: reach, impressions, newsletter signup, app downloads, new leads, number of new inquires, visitors’ time on page, bounce rate
• Monthly reporting

2. Research which social media platforms your audience is using

Your audience is probably on all social media platforms. Choose at least two to start out with, then add others depending on how much you can manage without feeling overwhelmed. Create a mix of both short-form and long-form content to keep your audience informed and engaged. Video is currently the most consumed content format in today’s world. Incorporate reels, stories, TikToks, and Youtube shorts as part of your video content. Take into consideration purchase influence. For example, when a child sees an ad for a product and requests their parent to purchase it.

3. Reward program for return customers

Repeat customers are mostly the ones that keep businesses going. They are easy to maintain as you search for new ones. A royalty program where every time they come back, they earn points, or when they refer someone; they get a discount on their next purchase. A reward program shows you value your customers and want to have a relationship with them even after purchase.

4. Invest in your website

A website is a valuable addition to your business in the online space. Features such as live chat, add to cart, wish list, and location are what consumers expect. Does your business offer convenience? Is it reliable and customer friendly? We all have experienced days where we couldn’t access a certain social media platform for some hours. As a business owner, you cannot afford to worry about not achieving your goals because of technology glitches. Take it as a lesson to have an eCommerce website where your customers can still get in touch with you.

5. Allocate funds for paid marketing campaigns

Paid campaigns help; increase sales, increase site traffic, and increase brand awareness and engagement. Consider using Google Ads if you have a website. Your business ranks on paid search results on search engines and gives you a competitive edge against your competitors. Organic growth also accounts for something in your marketing efforts; posting regularly, having a well-detailed bio on your social profiles, and always including a call to action.

6. Explore other marketing avenues

Email marketing is a great channel for rewards, new product announcements, sales and offers, and limited edition products and services to loyalists. Create an email list and keep in touch you’re your customers with at least an email once a week. Your newsletter goal doesn’t have to be sales, consider other value additions, i.e. style tips, words of inspiration, and exclusive one-on-one. Influencer marketing is great for brand awareness and content creation ideas. Influencers should be relatable to their audience through what they share and associate your brand with people that will lead to the growth of your business.

One day, one week, or one month is not enough to see immediate results from social media marketing—be patient and consistent.