Knowing how to capitalize on your brand’s social media presence is crucial. Julia Bramble, founder of social media consultancy Bramble Buzz, says: “If businesses haven’t got the right social media presence then they’re really going to be missing out, because customers are expecting to find businesses and brands on there.” At this point we assume you already know what social networks are out there and may even already have an account of two. Here are a few Social Media Tips to help grow an online presence for your Small Business.
Use Social Platforms your Customers Use
The whole point is to get in front of and engage the customer. Rick Mulready, creator of the Inside Social Media Podcast, explains it simply, “if social media makes sense for your business, be where your customers are. Find out where your customers are hanging out online, choose 1 or 2 of those platforms that you enjoy and that align with your business objectives and then focus deeply on those platforms.” It does no good for a florist to be on SoundCloud… catch our drift?
Host Social Media Events
Mari Smith, author of The New Relationship Marketing and co-author of Facebook Marketing: An Hour a Day, tells her reads you can build a loyal, raving community by hosting online events that put the focus on your fans. A good “example is to host live webinars where you give away great content” explains Smith, “You can monetize your time and effort by making a great offer on the webinar. Many businesses both large and small use this model well.
Use the “Your Day” Feature on LinkedIn
For opportunities to more deeply communicate and engage with your network, Viveka von Rosen, author of LinkedIn Marketing: An Hour a Day, host of #LinkedInChat and co-moderator of LinkedStrategies, suggests syncing your contacts and your calendar with LinkedIn. “The Your Day section in Contacts will show you if your contacts are having a birthday, have been promoted or are in a city you’re traveling to” says Rosen, “Your average Facebook user probably gets between 50 and 100 congratulations on his or her birthday. They might get one or two on LinkedIn. Who’s going to stand out?” Taking just a few minutes every day to review and congratulate your connections could have a big effect on your engagement.
Use Images with your Facebook Updates
In our experience, people really seem to respond to images on Facebook. Amy Porterfield, co-author of Facebook Marketing All-in-One for Dummies, a social media trainer and speaker, suggests “one simple way to boost your engagement is to use images to amplify your status update… Search for “blank” images like talking bursts, chalkboards and signs, and then add text to the images, in the form of a question for your followers to answer.”
“Influencers are important in every industry. They generally have “real” jobs, and are extremely active on social networks, spending their time sharing content and blogging” explains Joe Pulizzi, founder of the Content Marketing Institute and author of Epic Content Marketing. Getting their attention isn’t easy. The best way to get on their radar is to share their content with your network, occasionally sharing your own content back with the influencers.
Practice the 4-1-1 Method
Joe Pulizzi explains the method: “For every six pieces of content shared via social media (think Twitter, for example) four should be pieces of content from your influencer target that are also relevant to your audience. This means that 67% of the time, you are sharing content that is not yours and calling attention to content from your influencer group.” The numbers don’t have to be exact, it’s the philosophy that makes this work. When you share influencer content, they will notice. And you share this content without asking for anything in return (so that when you do need something someday, those influencers are more likely to say yes), says Pulizzi.
Get Social Media Metrics From Google Analytics
Nichole Kelly, president of SME Digital, the digital marketing division of Social Media Explorer, suggests using “Google Analytics custom UTM parameters on links shared in social media channels. This will pass the source (social channel name, such as Twitter), medium (content type shared, such as a blog post) and campaign (content name or title) you added for the link right into Google Analytics with your other web reporting.” Google Analytics will help to tell when social media was the last source prior to a conversion.