When crafting a social media strategy for your small business, there are a lot of important things to consider:
- Appropriate platforms
- Profile elements like company descriptions, imagery and icons
- Frequency of posts
- Topics/content for posts
That last one is a doozy… As a copywriter, I’m pretty particular when it comes to content, and it’s all too easy to spend hours upon hours nitpicking what to post and share. Good content is an extremely important part of any social media strategy, but what if I told you that there is another (often overlooked) aspect of social media marketing that’s just as crucial?
Social media is, at its core, a platform for social interaction and connection. Get the most out of your social media strategy by leveraging connections effectively.
Reach a new audience via Facebook
Facebook posts that are made from a company page are only displayed in the news feed of users who follow the page. Facebook also has an algorithm that controls what goes into news feeds… which means that every post is not seen by every follower. The most obvious way to combat this (and reach a whole new audience) is to run an ad or sponsored post. Facebook advertising is an effective strategy for a lot of businesses (especially B2C), but there are other ways to reach a new audience. Use that like button! You probably use the “like” option on your personal profile, but you can “like” things as a company as well. Partner with other businesses and organizations, and share each others’ content. To be most effective, a like should be mutual.
Example: I’m a local restaurant owner who hosts an annual event for a soup kitchen. I know the soup kitchen has a Facebook page. I should (from my company page) “like” the soup kitchen’s page, and request that they reciprocate the favor. I can now tag the soup kitchen in my posts. If I create an “event” on Facebook, I can encourage the soup kitchen to share it on their page (which they would happily do)… now I’m reaching a whole new audience (soup kitchen followers).
Gain Introductions via LinkedIn
One of the greatest features LinkedIn has is “Shared Connections.” This feature allows you to look at profiles (of potential clients) and see what connections you have in common. If you have a mutual connection, you could request a virtual introduction. This is an especially useful tactic for gaining B2B leads.
Need help crafting a social media strategy for your small business? Getting to know one another is a great place to start! Email Kendall@RootedID.com to schedule a complimentary call.