What if we told you that starting a business may feel like the most important thing to new business owners, but many do not realise that marketing is where the work lies? Marketing has evolved over the years from paper posters around bus stops, flyers being handed around to strangers, and radio/television jingles, to online marketing.
Online marketing is the umbrella term for all forms of advertising done on the Internet. This includes:
- Sponsored ads on search engines/websites
- Email Marketing
- Social Media Marketing.
Today’s post focuses solely on social media marketing: how you can use social media effectively to advertise your business and pursue growth.
HOW IT ALL BEGAN
Social media started as a way for billions of people worldwide to connect. Platforms like Facebook, Instagram, Twitter (now X) and Youtube gave people an opportunity to share their lives with a global audience. However, marketers were quick to recognise the potential social media had for advertising.
Social media for advertising was put to the test by several businesses, and seeing their success rate, the entire world followed. Even the social media platforms themselves adapted to the new trend and introduced new features that allowed sellers to market their products like:
- WhatsApp business (for direct customer communication)
- Facebook and Instagram ads (for placing targeted promotions)
- Facebook Marketplace (For easy buying and selling)
Although this opened up the floor to seamless online shopping, it also increased competition between similar businesses. Ever since brands have constantly had to develop unique strategies to stand out to their ideal customers..
HOW IT’S GOING
Today, social media marketing is available to everyone, whether you use paid ads or organic marketing strategies. While ads are highly recommended, many small businesses thrive using free methods or Google Ads for social media marketing. These include:
- Consistent posting
- Content marketing
- Sales and discount offers
- Collaborations
- Paid collaborations
- Sponsored ads
STRATEGIES TO HARNESS SOCIAL MEDIA FOR YOUR BUSINESS GROWTH
We get it: even the free methods of social media marketing seem stressful, but we assure you that with small consistent habits, you can grow your business organically, all by yourself. Below are strategies for business owners who are ready to take control of their social media presence.
If you simply do not have the time or are worried about the cost and any other way it could affect your business, you need to speak to a professional business advisor. Reach out to us here at Biz Vital Signs.
- User Generated Content (UGC):
User-generated content is content created by your customers. This usually includes reviews, unboxing videos, or posts featuring your product. The tip is for you to use the already provided material by your consumers, and repost them on your business page (give credit to the original owners). It is a free, authentic promotion that grows trust for your business!
Smart ways to promote UGC for your business include making discount offers to clients who share testimonials and running giveaway contests where users who create content will be rewarded with prizes
- Comment marketing:
Have you ever seen brands leave a funny or witty comment under a viral post followed by a quick pitch (sometimes this includes a CTA)? That right there, is comment marketing. Comment marketing is very low-effort. It simply requires you to get it right. For example, an influencer posts a funny video of a lady walking funny in her stilettos. A shoe brand could comment under the post “Maybe she has a bent heel. We provide helpful tips on heels, as well as a large selection of designs to choose from. Send us a message now.”
- Social Media for customer support:
- Beyond purchase, customers value quick responses to their concerns and inquiries. If your business uses its social media for customer support, it builds trust among its customers, resolves issues quicker, and has the opportunity to use successfully resolved issues as testimonials for social proof. Also, take note of social media platforms (like Whatsapp Business) that allow you to leave automated replies for customers. Leaving a caring message that assures them that they would be attended to within a short time puts customers at ease, and saves the company from a reputation hit.
- Don’t just sell, entertain:
- This might sound strange, but it works. They don’t just want to see you market your products; your customers also want to be entertained in the most creative way possible. Take for example a brand in the construction industry. On Mondays to Fridays, they post content from their ongoing projects. On Sundays, they post fun facts about architecture or construction that keep their audience educated and engaged. In essence, as much as people are interested in your product or service, also put things out there that give your brand a personality!
Social media presents a powerful, and most importantly, cost-effective tool for growth. Whichever of the strategies listed above you choose to leverage, the key is to do it consistently with as much authenticity as you can.
If you are starting fresh, while you explore social media engagement strategies for your business, take note and track the performance of each strategy, then keep at it! Also, remember to keep an eye out for changing trends in social media marketing strategies, so you can evolve too.
Need to speak with an advisor? Biz Vital Signs can help you. Click here to begin!