Digital Marketing Solutions - World Wide Web Solutions Inc.

Why Small Businesses are not succeeding on Social Media (part 1)

09 Jun
2016
Why Small Businesses are not Succeeding on Social Media

Around 81% of companies have a presence on social media, but approximately 58% are not using SMM correctly. People believe that if they build it, they will come but that’s not exactly true. You can’t just build a social profile and expect to get results. Years ago, social media stopped being just a platform for friends to connect. It has become a useful channel for businesses wishing to connect to customers and achieve goals.

Over 50% of Companies that use Social Media, aren’t using it Correctly

Around 81% of companies have a presence on social media, but approximately 58% are not using SMM correctly. People believe that if they build it, they will come but that’s not exactly true. You can’t just build a social profile and expect to get results.

Years ago, social media stopped being just a platform for friends to connect. It has become a useful channel for businesses wishing to connect to customers and achieve goals.

What is Social Media Marketing?

Social Media Marketing (SMM) involves the sharing of content across different social channels, including Facebook, Twitter, YouTube, Pinterest, LinkedIn, and G+.

In this highly competitive industry, the challenge is to stand out. At the most fundamental level, businesses need to show that they care about their customers. To do that, they need to create meaningful, personalized connections with customers. Through a strong social profile and powerful creatives, you can deliver this kind of customer engagement – and other benefits.

Where Do You Begin?

Before setting up your first social profile, you must start with a plan. Brainstorm about your goals and identify and answer these questions:

  • What are my business goals and objectives?
  • How do I create a Social Media Strategy that aligns with my business goals and objectives?
  • Who is my target customer?
  • On which Social Platforms will I find my target customers?
  • How do they use their social media?
  • What message do I want to send to my audience?
  • What is my content plan and strategy?

This gives you an idea on the direction you want to take and thus, gives your SMM strategy a better form. The biggest mistake small businesses make with Social Media Marketing is they don’t develop a plan or establish social goals. Focus your efforts on metrics related to goals and conversions rather than generic likes and follows.

5 Basic Tips to Effective Social Media Marketing

A huge part of learning about social media marketing is knowing these five basic rules:

Invest in High-Quality Content

Other areas of online marketing bank on quality content, and so does your social media campaign. Your content should be interesting and valuable to your target audience. Content consists of creatives, text, images and videos. Original and curated content should be part of your overall content strategy. A general rule of thumb is that no more than 30% of your content should be self-serving. That means that at least 70% of your content should be non-promotional posts to provide non-promotional related information.

Make Your Branding Image Consistent

It’s smart to project your branding image across a variety of social channels, because there’s more exposure and more room for interaction. But, make sure your brand’s core identity, style and voice stay consistent across these channels.

Regardless of your service and image, you need to project an image of approachability and courtesy – or sound human, at the very least.

Leverage Enhanced Targeting Capabilities

Social media channels have helped marketers refine their ability to target audience. Facebook’s has Local Search ads, and has integrated its targeting capabilities to Instagram. Meanwhile, Twitter has a range of targeting options that enable businesses to interact with the right users at the right time.

That gives you improved targeting and improved reach in one. If you do this right, you’re making every dollar count.

Be Patient

Social media and content marketing success takes time. A social media marketing specialist will tell you that an effective campaign is a step-by-step process that doesn’t get accomplished overnight. It starts with strategy planning, and then moves on to content strategy, building social media profiles, and social media management. It’s an ongoing campaign that requires attention, expertise, and industry awareness.

This is part 1 of our social media marketing blog post, and there is so much more is to be uncovered. If you’re serious about building your company’s online presence, then SMM is an opportunity you can’t miss. Subscribe to our blog to get the remaining detailed information about how to apply Social Media Marketing to your business.

Paul Schlanger
author

Paul Schlanger is founder and CEO of World Wide Web Solutions Inc. A Full Service Web Agency that specializes in web design, website management and internet marketing.

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