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Social media for small business

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Social media lets you build an engaged online community. It's a cost-savvy digital marketing strategy that raises brand awareness and places your business in your customers' feeds. 

Launching and managing your social media accounts can be both exciting and overwhelming. Possible platforms include Instagram, Facebook, Pinterest, YouTube, Twitter, TikTok, and LinkedIn. Each one has a different audience, style, and posting requirements. The best platform for your business is the one with the largest population of your target customer. 

An effective social media strategy requires regular posts and engagement. A business that tries too many platforms may spread itself too thin. 


Meet customers where they are

In 2020, the average person spent two hours and 25 minutes every day on social media. Through your social media account, you can host live streams, share promotions, post videos, text, images, and infographics, resolve customer questions, and more. 

To get the most from your social media marketing efforts, build your strategy from your top three marketing objectives. Then decide how social media can serve those objectives. 


Set goals and track them 

How do you know if your efforts on social media are working? Here are common social media marketing goals and how to track them. 

Increase brand awareness

Social media grabs consumers' attention. Brand awareness is the top reason marketers use social media. 

Metrics to track brand awareness include: 

  • Number of followers — how many people follow your company on a given channel. 

  • Reach — how many people see your social media presence. To track reach across your social platforms, monitor follower growth, audience growth rate (new followers divided by overall followers, multiplied by 100), individual post reach, and overall campaign reach.  

  • Number of mentions and shares — how many times your brand is mentioned and how many times individual posts are shared.  

Boost brand engagement 

  A customer engaged with your brand has developed an emotional or rational attachment to your product, service, or story. They are a fan. 

Metrics to track brand engagement include: 

  • Number of likes, shares, and comments — the number of interactions your posts get. 

  • Number of new followers — how many new followers you get per social channel over a given period.  

  • Clicks per post — the number of times the link in your post or your CTA (call to action) is followed.  

Bring in new leads 

You may sell your products or services directly on social media or use your accounts to generate leads you can develop into customers. A free download, discount, or promotion can motivate shoppers to give you their contact information so that you can reach them by email as well as on the social media marketing platform. 

 Metrics to track new leads include: 

  • Number of new email addresses — the number of emails collected through your social activities. 

  • Conversion rate — using UTM tags, you can track the number of visitors who take an action on a landing page after clicking through a social post. To get the conversion rate, divide conversions by total clicks and multiply by 100.  

  • Click-through rate — how often people click the CTA link in your posts. Divide the number of clicks on an individual post by impressions and multiply by 100.  


Win social media campaigns 

Depending on your brand's platform and your brand's style and voice, social media marketing can be playful and creative. Here are three tips for growing and engaging your audience. 

1. Follow a schedule 

Data from HubSpot shows you'll get the best engagement if you post once per day. Schedule between three and seven posts a week for each platform you use. You can create several at once and schedule them to post automatically using a service like Buffer

2. Partner with micro-influencers 

As you build your audience, you can leverage other people's through strategic partnerships. A micro-influencer has between 1,000 and 100,000 followers. They may be businesses — though not competitors — or groups that you can leverage. Offer something you know their audience will want. 

3. Be visual 

Online attention spans are short, and photos and videos attract more eyes to your social content. A well-chosen image helps your audience grasp your message quickly. Keep videos short and start strong. 


Pick your platform and show up regularly 

Social media brings your message to your audience where they relax, socialise, and distract themselves. It's an ideal platform for reaching new customers, building relationships with existing customers, and receiving direct feedback on your products and services. 

While a social media post's goal is engagement, remember to keep your marketing objectives and message in mind. Ensure that each impression of your company – on the phone, your website, or social media – is true to your brand.