Social Media Strategy for Small Business

A social media strategy is hands down one of the most critical elements needed in today’s market to stand out from your competition. A solid SMS helps you build communities, grow brand awareness, and fatten your bottom line. So how do you create the ultimate social media strategy that will help you reach your business goals? Here are four tips to get you started.

#1 Define Your Goals

The first and most important step in the entire process is to have clear goals. Your strategy should work to move you closer to your desired results. Do you want to increase your reach? Increase the number of potential leads? Improve your sales? Drive more traffic to your website?

Your goals need to be SMART (Specific, Measurable, Achievable, Realistic, and Timely). Everything you post on social media should work together to get you to the end goal.

#2 Define Your Target Audience

“When you speak to everyone, you speak to no one.” – Meredith Hill. Before you start your social media campaigns it is critical to figure out who your target audience is. If you don’t have a clear picture of the customers you want to attract, then you won’t know who to make content for.

Define your target market based on factors like their demographics, location, age, interest, pain points. This will allow you to create content and campaigns that show how your product or services can solve their problems and make their lives easier.

#3 Choose the Right Social Platform

Once you have your goals set and a picture of your exact audience, now it’s time to find out where they are spending their time. The website Broadband Search released a study that shows by the year 2021 more than 3 billion people will be spending an average of 144 minutes a day on social media platforms. There is no doubt that your target audience is on social, but which platforms?

You need to determine which social media platform is being used by your target audience the most. Search your topic on the social media platforms. YouTube, Facebook, Instagram, Twitter, LinkedIn all have search features. Get in that search box and search your topic. See where the engagement is, see where the people are and then go engage with them. Your goal is to find the 1-2 top platforms and make sure that your presence is felt on those platforms.

#4 Audit and Measure Your Performance

Once you start posting content regularly to your top 1-2 platforms you need to start analyzing it’s performance. Diving into the analytics of your social sites allows you to see what content is working, but more importantly what content isn’t.

Take what works, analyze it and duplicate it. Try different types of content. Quotes, Video clips, blog posts, tips of the day. The more variety you can post, the more insights you’ll receive on what is working and what isn’t.

Developing a Social Media Strategy for Small Business isn’t difficult, but it does take dedication, consistency and time. Take these four tips to heart. If you do, you’ll start to see positive results in your social media strategies.

Charles Watson, M.B.A., T.M.

Digital Content Strategist / Founder

Connect with me on LinkedIn

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