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Social media levels the marketing playing field between small + big businesses.

Think about it.

Whether you’re McDonald’s or sell small-batch artisan honey, you can have the same impact on your audience using social media strategies. Social media platforms make it possible to cultivate huge audiences with very little effort on your part.

With social media, there are no limits to social media strategies you can use to market to your audience + attract the right people to your business.

Since social media is a great equalizer, you can use these five social media strategies to market your small business today.

5 Social Media Strategies for Everyone

In the HubSpot, Wistia + Litmus State of Marketing Report 2021, around 8 in 10 marketers are investing in social media in 2021.

#1 Find a Platform + Stick with It

With over 100 social media platforms to choose from, it’s impossible for you to try them all. Instead, determine the platform or platforms where your target audience is hanging out + start there. Develop content that appeals to your audience + watch as your followers + sales increase.

The average social media user has eight social media accounts, which means you can focus your social media strategies on one or two social media platforms with a chance to reach millions of people.

Social media is a perfect place for small businesses to create the know, like + trust factor necessary to build customer loyalty + brand recognition for your business. When you use the right social media platform for your business, your popularity can soar.

If you’re new to social media for marketing purposes it may feel overwhelming trying to decide where to begin. If you use social media personally, you’re already on the right track. The key is finding the platform that allows you to reach, engage + interact with your target audience + then stick to using what works.

#2 Reach Beyond Facebook Ads

Facebook was the leader in social media for a long time. At one time, Facebook ads were the newest way to target + get viewed by your audience.

While Facebook ads remain some of the most affordable ways to reach large pools of your potential customers, nowadays, you can reach your audience in other ways that don’t require spending money on ads.

Content is king when it comes to social media. Creating the right content for the right audience on the right platform can completely transform your business.

#3 Find the Right Social Media Platform

There are some key steps you can take to find the right social media platform for your business. Two primary things to consider are:

  1. Where your target market hangs out
  2. The personality of your business

These are great indicators for which social media platforms you want to focus on for the best traffic because:

  • Know your audience. When you know who you are marketing to, it’s easier to find out where they are online. Though you may create a product or service that suits a wide variety of people, you need to narrow down that focus to an ideal customer. Once you know who they are, you can create a digital marketing strategy that attracts them.
  • Know your business. Your business has a personality, too. It could be quirky, on-trend, classic, or edgy. Knowing your business personality helps you gravitate to the right social media platform. You have to find the social media platforms where your business personality intersects with where your audience is.

Once you’ve determined where your customers are + what personality your business conveys, pick a social media platform + stick with it.

  • Build a reputation
  • Gather a following
  • Maximize the platform

If you commit for the long haul, you can experience explosive or steady growth, both of which can help your online presence.

#4 Focus on Quality Over Quantity

You can find all sorts of blog posts, checklists + printable PDFs with social media best practices for business, but the number one thing to remember is…focus on quality over quantity.

When it comes to using social media for business, less is oftentimes more. Here’s what I mean.

Failing to Plan is Planning to Fail

Social media strategies for business should be intentional + thought out. It’s important to plan out your social media strategy + build your content accordingly.

Depending on the social media platform you choose, you need to create content that is engaging + timely. It helps to have an overall digital marketing strategy in place + then take specific actions that support it.

Social media is intended to be social which isn’t always convenient but remains very important. If you commit to social media as a strategy, it’s important to commit to being social to maximize the benefits. Choose a social media platform that works with the style + consistency of content you’re producing.

Improve Your Skills, Improve Your Content, Improve Your Results

If you use social media as a business tool, the more you know the better results you’ll have. Learn how to improve your content + evolve it over time. Grow with your audience, grow with the social media platform you are using + be aware of improvements + changes to the platform so you can maximize the user experience.

Keep up with changes in technology + the way social media reaches an audience to stay relevant + fresh with your audience.

Focus on Quality Content over Quantity 

Publishing content regularly is important, but it also has to be the right content. Your business won’t create raving fans because you share content often; it creates raving fans because you share the right content…in a timely way.

Be sure your content is valuable, on-brand for your business + serves a purpose as part of your digital marketing plan.

#5 Focus on the Human Side of Your Business (People Want to Have Fun!)

Ever hear of the company Purple?

They make mattresses, but they are probably the most famous for their commercials.

Purple created funny commercials that capture the hearts of everyone watching, which skyrocketed sales. While there are ton of companies making mattresses, Purple took the lead by focusing on the human side of its business rather than the product itself taking center stage.

That’s because Purple understands it’s not just about the product, people want to have fun.

Using humor is a great way to capture the hearts of your audience. Having something unique to distract people always gives you a leg up against the competition. It doesn’t matter what you are selling if you sell it in a fun, unique way.

Here are some examples of great social media marketing:

  • Pop-Tarts: Pop-Tarts are timeless. It’s a product whose target audience is younger. The social media strategy for Pop-Tarts is to talk to a younger generation using sarcasm + a savvy tone to keep things funny, relevant, + trendy. Two other food companies that use this approach are KFC + Wendy’s.
  • Wayfair: Since Wayfair sells home goods, its social media strategy includes Instagram, where it can use imagery of well-designed living spaces to inspire + educate about home décor + how to decorate. This helps their ideal customer get excited about transforming their own spaces + looking to Wayfair for their purchases.
  • Starbucks: Starbucks uses a variety of platforms to connect with its target audience. Since their audience is diverse, they use a diverse approach. Not only do they have a main presence online, but many of their stores also have Instagram accounts to create more of a personal relationship with local customers. Starbucks is also very interactive with its social media, often replying directly to people commenting or posting to increase engagement.
  • Dove: Dove focuses on women’s healthy body image by showing its audience Dove’s awareness of the concerns young girls + women face. This social media strategy approach wins people over + creates endearing fans, even in spite of the fact that Dove may not offer the best personal care products on shelves.

Audiences want to be entertained. Commercials + ads aren’t what they used to be. Integrating products into a fun + interactive experience can create new sales, customer loyalty + repeat sales.

Social Media Strategy Tips

Once you’ve decided what platforms you want to use, it’s time to help make your social media presence stand out in the crowd. Here are some tips to help: 

  1. Seek relationships, not stats: Buying followers to boost your views + followers doesn’t pay off in the long run. Stick to building relationships with the people. Engage with current followers. Follow them back + be a part of their lives + they will show up for your goods + services.
  2. Keep it real: Find the balance between everything being fabulous + sharing the honest ups + downs of life. Brands that are relatable attract people. Stand out by showing some behind-the-scenes content as well as your regular posts.
  3. Give back + care: Your social media should reflect what’s relative to the people you serve. Highlighting holidays, social issues +giving back all make you stand out. Be real + honest about the things you care about. It makes your company resonate with your target audience while building trust + loyalty.
  4. Be a good host: Think of having someone on your social media platform like having them over to your home. Be a good host. Make them feel welcome. Offer them content that is entertaining, makes them want to stay + makes them want to come back. Be conscientious about them as followers + think about what makes them feel good when they are around you.

Follow these simple tips to stand out on social media. How you do the activities is entirely up to you. You can be as bold or as subtle as you’d like. Consistently serve up quality content + make the experience enjoyable. This is one of the social media strategies that build an online brand online that brings you business.

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