There’s no escaping social media. And if you want to grow your small business, you’re better off embracing social media and learning how to use it to your advantage, than putting it in the too hard basket. The truth is, social media marketing can be a powerful avenue to drive brand recognition, business growth and website traffic. So let’s go back to the basics.
What is social media marketing?
Social media marketing simply refers to any marketing activity that is executed on a social media platform. It includes a variety of activities across a range of different channels, but as long as it involves social media, it’s classed as social media marketing.
Common social media activities include boosting posts on Facebook or running Facebook ads, running a Twitter competition or showcasing shoppable products on Instagram or Pinterest. Essentially, your social media marketing should be tied very closely with your overall social media content strategy.
What can social media marketing do for my business?
Just as there are many different type of social media marketing, there are also many different results. Here are some of the main benefits that social media marketing could have on your small business:
- Grow your social media following
- Grow your brand awareness
- Increase traffic to your website
- Increase sales of products and services
- Build brand loyalty
- Showcase your brand personality
- Increase social media engagement
And the list goes on. Overall, social media marketing done well can have a serious impact on your business.
Where do I start?
With so many possibilities, it’s easy to feel overwhelmed when starting out. But before you analyse every social media platform, ask yourself a few questions. For example, what do you want to achieve with your marketing efforts? The answer will be able to guide your next steps. Also consider which social media platforms are most popular with your target market. There’s no use spending time and effort on Facebook, if all your customers and potential customers are over on Instagram.
How can I measure the ROI on social media?
There are many ways to measure your success on social media. Many social media platforms now offer comprehensive analytics, so even if you can’t afford any additional tools, you’ll still be able to measure your results.
One of the most popular ways to measure results is engagement. This refers to what percentage of people who saw your post, ad or video, actually interacted with it. Likes, comments, shares and clicks to your website are a great way to see how many people engaged with your content and wanted to find out more. Ultimately, the results of your campaign/s should link back to your original goals and objectives.