Almost every thriving brand is using social media marketing. The fact that they are experiencing success means they are probably doing something right when it comes to executing their social media marketing strategy.
We asked reached out to the experts who focus mainly on social media to ask for their best tips to help local business owners 18 of the best responses we received are listed below.
1. Use A Social Media Scheduling Tool
Having a social media presence is vital for branding because customers
expect you to be active online. So my #1 tip for social media marketing is
to use a social media scheduling tool.
Unfortunately, it can be challenging to keep an active social media
presence without taking a big chunk of your time and attention. A social
media scheduling tool like Hootsuite, Planable, or Sked Social makes your
social media posting easy to schedule and manage.
These apps can help you design and schedule multiple posts to be posted at
the right time, and in the best place.
Randy VanderVaate of Funeral Funds
2. Engage With Followers
People appreciate brands that engage with followers. Ask followers for
their opinions, likes, dislikes, preferences, and other feedback. Make use
of social media features to the fullest, like Facebook and Instagram Live.
Run contests and campaigns that will increase followers and brand presence
on social media.
– *Brand Presence Consistent Across All Social Media Platforms:*
Customers prefer to buy from brands that they trust, and one of the best
ways to build trust is to be consistent across all platforms. Consider
making the brand logo as a profile picture across all platforms and create
a banner image that shows off the brand’s personality, storefront, or
products. Make sure to stay consistent across all platforms in terms of
colors, filters on images, and the number of posts per week.
Boni Satani of Zestard Technologies
3. Build Your Brand On A Single Channel
Here’s what most small businesses fail to do:* post every single day.*
When you dedicate your time to one social media platform you’ll avoid the
overwhelm of managing too much and then giving up.
It doesn’t matter if your posts aren’t perfect as long as they’re
relevant to your audience. Post a mix of interesting, entertaining, and
educational content as opposed to purely promotional posts about your
products or services.
*The trick is to do this every day.* This means you’ll stand out from your
competitors and create loyal followers who will support your business.
Alex Azoury of Home Grounds
4. Create A Beautiful Feed
Creating a beautiful feed that is updated daily is important for social
media, but time-consuming. For business owners with limited time and
resources, I suggest using templates and time-batching all your planning
into one day. Here’s how: download made-for-you social media templates on
Creative Market and then use a planning tool like Hootsuite to schedule
your content. You can upload your photo once and automatically schedule it
to post across multiple platforms with just one button.
Averi Melcher of averimelcher.com
5. Switch to Video First
I’m telling all of my small business clients to switch to video-first
content on social media. You likely have a smartphone, and that’s all you
need to film for Facebook Live, Instagram Stories, and even TikTok. Learn
how these platforms work and run plenty of tests, especially if you’re new
to the world of social media. Post a video 1-2 times a week with
interesting content like behind the scenes footage, how-tos and tips, and
interviews. If you want more polished videos, try downloading a paid
service like Promo. It costs about $40/month, but it’s a great resource for
small business owners with limited time.
[image: Kenzi Writes]
Kenzi Wood of Kenzi Writes LLC
6. Be Human And Relatable
When you post on social media, don’t forget to engage with your audience. Let people know that you’re a real person behind that keyboard. Post a relevant, engaging question as often as you can, like “Which is your favorite?” or “What’s your best memory with …,” etc. Instead of posting and moving on, come back and answer comments and engage. Keeping this conversation going will keep your audience interested and help with your platform algorithms so you show up in more feeds.
Camille Chulick of Averr Aglow
7. Don’t Be Invisible Online
I started a global marketing and branding firm 19
years ago and you do not exist today if you cannot be found online. Being
invisible online is a terrible strategy so making sure your site is keyword
rich, mobile friendly, loads quickly and produces meaningful content today
is the price of entry. Social media and technology are 24/7 so it is easy
to get sucked into it but you do not have to let it run your life! My
advice is to pick a few things you enjoy doing and do them really well. You
cannot be everywhere all the time so choose high impact activities that work
for you and play to your strengths. I am a big fan of Content Marketing as
a gateway to Thought Leadership which is a great way to build your brand,
increase your visibility more broadly, and raise your profile which allows
you to raise your prices when you attract more clients/customers. Instead
of trying to start your own blog or newsletter, try contributing regularly
to existing well trafficked blogs in your industry or newsletters of
likeminded organizations reaching the same target audience as you. Make
sure you put your URL or contact info on it so they can find you and follow
up. When your articles or talks become available online, make sure to send
them out via social media to all your friends, followers and contacts. You
do not need to be on all social media platforms but make sure you are active
on the ones where you are. If your customers do not use Facebook, Twitter
or Instagram to find you then you do not need to make them a priority. For
many professional service businesses like mine, LinkedIn matters the most in
building a trusted brand.
Paige Arnof-Fenn of Mavens & Moguls
8. Social Media Presence Is Important For Business
For solopreneurs or people with a small team, the social media presence is
important for their business. But sometimes, it may not be possible to hire
a dedicated social media team due to budget constraints or other reasons.
Here are some tips when handling social media marketing:
1. Identify the social media channel where your desired audience hang out
There are so many different social media channels with different audiences.
You don’t have to be on all of them.
You should know your customer and find out where they hang out more. For
example, if you provide services or products that are visually appealing
such as fashion, makeup , home decor, and gardening, then Pinterest is the
If your client is millennials or younger generation then Instagram may be
the best way to go. If you want to engage customers with your brand, then
choose Facebook. Identifying the right social media channel for your
business is important.
2. Use Scheduler
To gain any traction on social media, you need to be consistent in putting
new pins or make interesting posts. If you’re a small business, then it’s a
time killer as not only will you be putting time into creating those pins
and posts but you may also be more distracted in the social media jungle.
Using a scheduler frees up your resources. You can schedule all your posts
and pins once a week and let the scheduler drip those posts slowly. The
most popular are Tailwinds for Pinterest or Social Bees to handle multiple
social media channels.
3. Create successful ad campaign
You can boost your social media exposure by creating ad campaigns. It saves
you time and brings you at the front of your customer.
But you have to be careful here as not all campaigns are going to be
successful and you need to identify campaigns that give you the most Return
on Investment (ROI).
You can start by watching the ad campaigns run by your competitor and
identify posts that have the most shares or comments. Then you can create a
similar campaign with the same angle and allocate a small budget and run it
for a week.
You evaluate the result and split test it with another campaign. You then
choose the best campaign and double your marketing budget on the winner
Thanks for reading my response. Please feel free to reach out if you need
any more information or need further clarification on any of the above.
Mark Kay of GearTrench
9. Decide Which Channel Is The Best For Social Media Marketing
For small business owners, it is better for them to study and decide which
is the best social media marketing platform that will connect the best with
their audience. This will ensure that their marketing campaigns align
correctly with the audience the platform is offering and will thus be more
cost effective. Make use of free tools and resources that are available in
plenty online and once you have a steady stream of customers you can then
sign up for paid tools to bolster your social media strategies and
Noman Nalkhande of WP Adventure
10. Leverage Social Media Marketing Strategies To Gain Visibility
Local businesses operating individually with small budgets can
leverage these social media marketing strategies to gain visibility:
*Start a Facebook group*: A Facebook group is a great way to engage with
your customer base. It also does not have the restrictions on organic reach
associated with Facebook pages. Local businesses can let their customers
know through text messages that they have a Facebook group where they can
know about the latest products or services, as well as discount offers.
Another strategy is to *hand out printed flyers and business cards *to
customers where your social accounts, including Facebook page and Twitter
handle, are mentioned prominently. You can also list the benefits of
following your social media accounts like receiving exclusive offers and
updates about new launches, etc.
Trishan Mehta of WPBizBlog
11. Create A Business Page On Facebook
In today’s situation, and with the presence of different social media
platforms, small businesses can easily attract their desired audience in
just a click. The best that they can do is create a business page on
Facebook. Since it is very much like creating your own personal profile,
this can be done even without a marketing background. They just have to
make sure that they will always be active online by regularly posting
creative blogs/videos to get attention, and by answering the customer’s
queries immediately. This is how I made my first online sale.
Badionide Sioting of Ultradecking
12. Social Media Marketing – Boost Your Posts
One of the best ways to market your business on social media (if you don’t have a marketing team) is to boost one of your posts. If you create a post which can advertise your brand well, you can “boost” it (which means turn it into an advertisement) and choose the audience which will see it. By choosing the specific demographics of who sees your post, you can increase your chances of that post being successful in bringing people to your page/website. When you choose to boost a post, you should be given different options to choose from. Just follow the steps and consider who your audience is.
Carla Diaz of Broadband Search
13. Know Where Your Audience Is Hanging Out Online
Find Where Your Audience Spend Time:
There are a couple of existing social media platforms, and you think this
platform will work for me without research. It is essential to know where
your audience is hanging out online, rather than assuming or blindly
throwing a wide net because strategy designed for it will likely not be
very effective if used for an Instagram campaign. For example, if you have
a fashion boutique, spend more time on Facebook and Instagram compared to
Twitter because both platforms have more active targeted audiences.
Run Social Media Contest:
Whether you are running a small or large business, the contest is an
amazing way to market your business, grow your audience, and build
awareness. Running a contest is one of the fastest ways to get more sales
and helps to build a community. You can run a Facebook or Instagram
contest, ask your existing subscribers to tag their friends or relatives to
win a free services subscription and some amazing prizes.
Simonas Steponaitis of Hosting Wiki
14. Make Your Brand Name Known To A Broader Audience
Social media marketing is a crucial aspect of online marketing that local
businesses new to local marketing should consider. The social media trend
continues to grow worldwide because it became society’s favorite
recreational activity today.
Businesses that establish social media channels across a multitude of
platforms help make their brand name known to a broader audience. Additionally,
social media is an excellent medium for interacting with patrons and
Jay Wang of AmazingBeauty Hair
15. Avoid Social Media Overwhelm When You Are First Getting Started
To avoid social media overwhelm when you are first getting started, start
thinking about your strategy in terms of two main functions:
Helping customers find you.
If being on every social media platform seems like too much to take on,
build your strategy around just one or two, prioritizing the ones that
your customer demographic is most likely to be on. Once you have decided on
which platform you want to focus your energy on, utilize location-based
hashtags (ex. #MiamiBarbers has been used 114k times) and a variation of
local geo-tags (City, State, Neighborhood, Street, your shop!) to help
potential new customers find your business when they are casually searching
through social media.
Posting content that adds value and states your value.
Great content weekly is better than bad content daily. Prioritize
content that adds value to your customers’ lives aka makes them feel
something, learn something, laugh at something, or relate to something.
Alternate value-add content with content that reminds your customers
about why you are so great. Share testimonials, customer or community
stories, product giveaways, and promotions to showcase what you are
offering and why they need it!
Jessi Greenlee of the Good Impact Network
16. Post Real-Time Promos
One social media marketing tip for local Mom & Pop shops is to post
real-time promos and updates using the live & story video features on
social media platforms such as Instagram and Facebook. Users are tapping
through video stories these days, and seeing your business’ updates on
their story feeds will put you at the top of their mind and make it more
likely they will visit your shop in the next few days or weeks.
Stacy Caprio of Accelerated Growth Marketing
17. Partner With Influencers
We are a 100% female-run e-commerce social enterprise in the wellness space. Since we started our business in 2015, we have managed to generate significant traffic through social media strategies. We have done this by partnering with influencers with robust social media followings. Working with an influencer exposes your brand to an engaged and loyal audience and usually results in the endorsement of a thought-leader (ie. the influencer). In addition, this strategy is achievable for most small business as many influences are willing to collaborate in exchange for a product sample. To maximize value, we like to think of a successful influencer partnership as a two way street. Take the time to brainstorm ways you can help them build on their own brand through the partnership, such as by exposing them to your own social media audience. By making the relationship as mutually beneficial as possible, it is more likely that your influencer will be motivated to make the campaign a success for both of you.
Jessica Rose of Copper H2O
18. Content Marketing
One sure-fire way of attracting customers on social media, is to create content that solves a problem for your target customer, is something they’ll find interesting or maybe talks about something they’re super passionate about. If you can create stuff with that in mind, and promote it on social media (whether it’s using paid ads or just organically), you will e able to drive traffic, and provided you have a website which converts that traffic, you can turn that traffic into sales.
Amit Raj of Amit Digital Marketing