IMPORTANCE OF SOCIAL MEDIA FOR SMALL BUSINESS
How to Excel Your Small Company’s Social Media in 2018
The success of a small business often relies on the strength of its customer relationships. Although a smaller company may not be able to compete competitively price-wise with the larger box stores, they can provide excellent customer service, and a more personalized shopping experience. Understanding and harnessing the importance of social media dor small business ideal way to offer both of these benefits to shoppers. In 2018, people rely on social media platforms more than ever to learn more about a brand and get real-time information from companies. Explore the three tips below to significantly enhance your social media presence for your small business this year:
Find Out More About Your Online Audience
One of the biggest benefits to using social media is being able to glean important customer information from the analytics they provide. Almost every social media platform, from Facebook to Twitter and Pinterest, offer some sort of analytics reporting dashboard that offers information about the people who follow your company’s profile. The analytics they provide vary from demographics data such as gender, age range, and location, to statistics on what parts of your profile people are engaging with most, and during what time of the day.
The more information you learn about people following your brand online, the better you can cater your marketing initiatives to them. For example, if you learn that your Facebook followers are mostly 20-30-year-olds, you can push services and products that apply to a younger demographic. Or, if your analytics show that the vast majority of your followers live in southern California, for example, you may want to alter your content plan to reflect weather references or other information that applies to a warmer climate (and leave out any posts about snow or winter preparation).
Tease a New Product or Service to a Select Audience Group
Social media websites are a great way to offer “sneak peeks” into new products you’re going to offer, to create excitement. Due to the viral nature of platforms like Facebook and Twitter, your followers can easily share these types of posts and get their friends and family members excited, too. The best part is that a site like Facebook allows brands to post updates for a specific period of time, where the post automatically comes down on a date and time of your choosing. You’re able to able segment who sees your post by audience type, like age and gender, or by your followers’ locations.
Customers are more likely to trust you if their friends and family say they can. In fact, according to HubSpot, “social media lead conversion rates are 17% higher than the average lead conversion rate.” Meaning that the people who interact with your company on a social media site are 17% more likely to do business with you. It’s time to start offering product and service teasers and creating that excitement for your followers, today!
Think Outside the Box: Consider Creating a Pinterest Business Page
Do you know which social networking site drives 2x as much e-commerce traffic as Facebook? It’s not Twitter, or Instagram or SnapChat. Yup, it’s Pinterest! According to HubSpot, “41% of all e-commerce traffic comes from pinners.” If your goal in 2018 is to increase website traffic to your company’s website, this is a great way to do it. If you’re not convinced yet, here are a few more statistics proving the power of Pinterest online:
- 80% of Pinterest users purchase within 3 weeks of pinning an item.
- 85% of all pins actually come from websites- not other pins!
- 93% of pinners use Pinterest to plan purchases
*Resources: Melanie Duncan, Expanded Ramblings
“My biggest problem right now, in general, is that I feel that the far majority of people in business organizations and media companies all across the board are storytelling in 2017 like it’s 2007.” – Gary Vaynerchuk
By using your company’s social media profiles to their fullest extent, your business can learn more about your customer base and tease a new product or service to a specific demographic. Another way to up your social media game this year is by trying a new social media site, like Pinterest. Pinterest has the potential to drive thousands of new customers to your website each month, if used properly. Ultimately, social media is the perfect place to offer valuable information and amazing customer service.
By positioning yourself as an expert in your industry on social media, you’ll be top-of-mind when it comes time for your fans and followers to buy the products or services that you offer. Don’t be afraid to recruit professional social media writers to help as well.
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The ultimate goal of content marketing is offering your target audience information and materials that will engage them and motivate them to choose your business.
Seems easy, right?
Often, companies will simply share general content to please everyone. But let’s be honest: you can’t win them all. And that’s okay!
Rather than throwing a line and hoping the fish will bite, create Thought Leadership content strategically catered to your target market. Consider the people who would genuinely need or care about what your business offers, rather than wasting time, effort, and resources on creating general, unfocused content. Successful content marketing involves promoting your products and services to the people interested in the subject matter, who will read the content, click on your company website, and take action.
As an executive of an organization, you are a valuable piece of the brand. Consumers want to know about the human presence leading companies, in order to understand more about the company’s values and goals.
Take advantage of your position as an industry expert and share extra content to attract more attention to yourself as an industry leader and your company. Your quality content will build your reputation as a reliable voice to earn your consumer’s trust. However, if it’s not focused on your target audience, you won’t earn many conversions from your content.
Consider these techniques to guide your Thought Leadership content so it can expand and strengthen your loyal consumer following:
- Identify your target audience by reviewing your current consumer data and identifying who is investing in your business or reacting to your thought leadership materials so far. Look for trends to find why these people are interested and if others like them haven’t been reached yet.
- Conduct customer research to learn how they will respond to your thought leadership content. Request participation in surveys, polls, social media comments, and more to learn about your existing impression on your audience and how you can improve your platform.
- Create target audience character profiles. Identify their interests, demographics, pain points, needs, and desires, and write to them.
- Find where your current and potential audience is active online. Catch their attention by being active and sharing your content marketing materials on these platforms.
- Pull inspiration from other Thought Leader examples. Research other executives within your field who implement successful content marketing through their personal platforms. Learn what qualities make their content attractive and why readers respond to it positively. These examples can offer a base for you to visualize what you want to achieve.
- Recognize your strengths as a Thought Leader. Often, leaders aren’t necessarily aware of the unique talents that give them an advantage in their industry until asked. Reflect on what topics you know best and how to input your insights to humanize your materials, make them original and more engaging for your audience.
Case Study: How Strategic Content Marketing Can Broaden Your Audience
In our client strategy calls, our team will interview our expert clients to learn about their industry expertise and find out what’s meaningful to them, their business, and then identify who we believe to be their target audience. We use these insights to inspire our content subject matter and tone to create impactful content for their current and potential consumers.
For example, our client, Dr. Nitin Desai, approached our strategy team to create content to promote his COVID Pre-Check app. His innovative software is intended to help employers ensure their employees who enter the office are COVID-free, providing a safe environment by eliminating the chance of spread.
Our team of strategists recognized that with Dr. Desai’s thorough professional knowledge around the COVID-19 virus, he had the potential to become a reliable voice in a culture of people seeking answers. We created content for Dr. Desai that focused on sharing COVID-related insights to reach a wider audience, which has been a successful mission. Our thoroughly planned content reflected his industry expertise, which brought him attention from various media outlets and publications, including Forbes.
By reaching out to our professional content marketing team, Dr. Desai achieved his goal of promoting his groundbreaking app, while also positioning himself as an authoritative voice in his field. Our team learned about his voice, discovered what was meaningful to him and his target audience, and optimized this to create focused, engaging content that broadened his consumer scope.
Ready to Invest In Your Article-Writing.co Thought Leadership Package?
At Article-Writing.co, we understand that you have a lot on your plate. Let us share your voice on your behalf, so you don’t need to add more time to your busy schedule to write your own content marketing. Our strategists and creators will develop a plan to create engaging materials to represent your Thought Leader brand through your own specialized Thought Leadership Package.
Let us help you strengthen and broaden your consumer base for continued professional success. Book a call today.