If you want to grow your business and brand in today’s market, harnessing social media is essential.
Social media is a global consumer network that, when leveraged properly, can deliver no end of new opportunities to B2B and B2C businesses.
Whether you want to attract new customers, raise brand awareness or deliver better customer service, the first step for every entrepreneur or business owner is to establish a strong online presence.
Having spent a career working in social media, I have seen it bring vast value to both my own businesses and to those I’ve worked with.
Based on this experience, I’ve put together a list of tips that will help you expand your social presence, and begin utilise your social media pages to attract new customers and increase awareness of your business.
Consistent posting is the key to succeeding on any social media channel. It’s so simple, yet it’s the biggest barrier to social media success.
Many businesses dip in and out of social media, posting like mad when they have time, then neglecting their social media when business picks up.
It is impossible to succeed on social media in this way.
Regularity and consistency are key: posting every single day, 7 days a week, allows you to reach your audience and potential customers online every single day.
Whether you set time aside each day to post yourself, or hire an intern or a social media agency, daily posts will provide the essential foundations you need to turn your social pages into business growth tools.
Use your next quiet day to create a social media plan:
- What are you going to post? (Read on for ideas)
- How often are you're going to post? (We recommend daily)
- Who is going to post? (You? An intern? A social media agency such as 100 Pound Social?)
Make sure your plan is realistic and you can stick with it even when you get busy.
3. Pick the right social networks
Just because you prefer one social network over another, doesn’t mean your target audience feels the same.
Find out where your target market ‘hangs out’ online and make sure you are active on those networks.
The right networks for your business will depend on the demographic of your ideal customer, as well as the type of business you run - Business to Business (B2B) or Business to Customer (B2C).
Here’s some tips to get you started:
- Best for B2C | predominantly females aged 18-49
- Best for B2C | predominantly females under 35 years old
- Best for B2B | slightly more males, high earners
- Best for B2B, sometimes useful for B2C | predominantly males aged 18-29
4. Align posts with your brand message
Before setting out on your social media journey, make sure your brand identity and brand message are clear; everything you post must be aligned with this brand message.
Posting off-brand posts that get lots of likes and comments may feel good, but it will do nothing for your business.
If you are not sure what your brand message is, take a moment to think about your business and note down:
- What you do
- How you help your customers.
- What you want your customers to be saying about you.
- What is unique about your business (something that your competitors don’t offer.)
5. Create a Brand Identity
If you already have a website, then you probably have a logo and a colour scheme.
Make sure this brand identity is transferred over to your social media pages, so you are instantly recognisable to customers.
For the same reason, it’s also a good idea to use the same photos, logos, bio and business name on each of your social platforms.
6. Unpopular content is necessary
There are some really important types of content you need to be posting, even though they are not likely not get many likes, shares or comments:
- Customer testimonials
- Local or industry community posts
- Press on your business
- Key blog posts
This kind of content might not be super popular, but it helps build the foundations to your company's online presence.
Users may not want to publicly engage (like, comment, share) with posts like this, but they still read them - and that's the important part.
It’s this kind of content that helps potential customers to understand your business and build up a positive impression of your company.
7. Balance popular posts and business posts
While your company's social media platforms should be all about your business and industry, they still need to interesting enough to hold your audience’s attention.
Posting ‘Buy Now!’ messages everyday will not do the trick. (We recommend 2-3 ‘promotional’ posts per week, max. You have been warned!)
For businesses with a traditionally ‘boring’ product or service, keeping your social pages engaging can seem like a huge challenge.
But some of the best social media campaigns have come from businesses that you might think of as ‘boring’:
Stairfaces and Josephsen Hardwood Floors gained massive attention (and nearly 30K Facebook followers) with their ‘employee of the week’ Facebook posts - featuring a weekly photo of the pet dog in the home they were working on and details of how the dog had helped them that week.
Getting (and keeping) your target audience’s attention is easier that you imagine:
If you are a plumbing business, keep your audience engaged by posting about everyday industry issues that affect them:
- How to save hot water
- The kid’s bath time
- Money saving water / heating tricks
- Staying warm on a cool night
- What to do if your boiler breaks
If you are a B2B company, you could focus on the key ‘pain points’ that your business solves. Engage your audience by showing that you know and understand their problems and have the experience and expertise to solve them.
Whatever your industry, your posts need to be made up of:
- Fun, light posts
- Entertaining and engaging posts on topics related to your industry
- Serious and informative posts about your business
8. Use social media to amplify your business
When used properly, social media can amplify all of your marketing efforts. Having a solid social media plan will bring together your other marketing efforts and make your brand voice even louder.
Despite this, many business do not leverage social media due to:
- Lack of time
- Lack of resources
- Too expensive
If any of these apply to you, then using a low-cost service like 100 Pound Social may help:
For less than the price of your daily coffee we help businesses get established on social media and reach customers and potential customers online, every single day.
We post fresh, innovative content, specifically created for your business to your social media pages every single day, 7 days a week, for just £100 per month.
Social media is the lowest cost marketing option out there; it is a massively under-utilised platform that can help you find new customers, raise brand awareness and provide better customer service.
If you're not already using social media properly -- now is the time to start.