Social media is a pivotal networking and marketing tool for businesses of every scale, offering an equal footing for smaller and giant corporations. Launching a social media presence is straightforward, regardless of a company’s size or the scope of its marketing budget, effectively democratising access to vast audiences.
First steps
For many small businesses, establishing a presence on platforms like Twitter, LinkedIn, Instagram, Pinterest, or Facebook has opened up new avenues for dialogue with current clients and acquiring new business prospects. However, this digital engagement has yet to render traditional marketing channels obsolete. Instead, businesses are now tasked with maintaining a dynamic presence across both digital and physical realms, catering to customer preferences wherever they may be.
The strategic focus of your social media efforts should align with the expectations of your target audience, depending on the platforms they frequent.
Embarking on your social media journey begins with creating your profile. Unlike larger enterprises that might lean on logos or corporate branding, small businesses have the unique opportunity to showcase a more personal and approachable image. Opting for a professional yet inviting profile picture and crafting a bio that highlights the uniqueness of your business—without an overt sales pitch—can set the right tone.
Once your social media footprint is established, the next phase involves:
• Engaging with your audience.
• Growing your follower base.
• Connecting with key influencers who can amplify your business’s visibility.
Outsource?
Hiring a social media consultant can be significant for your business’s online strategy. When considering bringing an external expert on board, it’s crucial to carefully draft your questions to ensure they’re a perfect fit for your needs. Additionally, observe how similar businesses or competitors are leveraging social media. Analyse their posting frequency, the nature of their content, and their interaction with followers to gain insights.
Understanding the nuances of social media is essential to safeguarding your brand and staying within legal boundaries. It’s advisable to establish a comprehensive social media policy for your company. This ensures consistency and coherence in your brand’s online conversations, regardless of which team member engages with your audience.
To enhance your social media efficacy, regularly review and update your strategies with new goals to improve engagement and performance. This could range from increasing your network to optimising participation in LinkedIn groups or other platform-specific communities. Social media management tools can streamline your efforts, providing valuable insights into your performance on platforms like Twitter and enabling more efficient daily management.
Author
Graham is the CEO of Taxoo.
He is a Serial Start-up Entrepreneur, Investor and Multiple Business Owner. He has vast experience in Marketing, Business Management and UK Foreign Investment. He has multiple qualifications in both Law, Post Grad Marketing and is a Chartered Marketer and Fellow of the Chartered Institute of Marketing.
He is also the CEO of Lawble, Xpats.io, HR Hype and Rokman Media.
