If done properly, social media can be a great marketing tool for any small business. Unfortunately if it isn’t done right, it can do more harm than good. If you want your social media to start working for you, you need to understand why it’s important.
You’ve invested the time and the money to make your website professional and reflect your brand. Those in search of what your business offers are finding your site and you’re gaining potential customers. Yet in most cases you are failing to convert those visitors to customers.
Part of the reason could be your social media. Too often small business social media is approached in same way as one would handle their personal social media presence, or your social media has been put in the hands of someone who doesn’t truly understand your business. Unlike your website, it is not properly representing your brand.
As a result, you aren’t gaining sales, increasing traffic or engaging your audience. There is no return on the time and money you’ve invested, and you may have to invest more of both to correct the problem. Before jumping right in to attempt to fix your social media, here are some common mistakes and strategies to help correct them.
Know Your Brand Voice
If your business could speak, what would it say? What do you want it to say and how should it be said? As a small business owner, it is imperative that you know your brand voice. It should be the guide and standard for everything posted.
Your audience should recognize your brand voice and know that that everything posted on your social media is coming from your business. If your brand voice is not loud and clear, it can confuse your audience and make you appear less trustworthy.
If you haven’t already developed your brand voice, now is the time. Not truly understanding what your brand is will impact your content. It will end up sounding scattered and unprofessional. Consistency is key in how you post content or speak to your audience. This will help you gain authority and engage your audience.
Productive Social Media Takes Time
There are two very common mistakes small business owners make with social media. They spread themselves too thin, trying to be on every social media platform. In addition to that, they don’t plan their content. It’s hard enough to keep up with all the platforms, but without a plan it’s impossible.
As result, posts only happen when you remember. Often they are not well thought-out, and your brand voice is muffled. Your audience will recognize the lack of effort, leaving them unimpressed. If you neglect one or more social platforms for too long they will give up and move on.
Learn where your target audience is more active. See where your competition is posting on social media. Then focus on just a few of those platforms. With fewer platforms, you will have more time to create meaningful content that really interests and engages your audience.
Social Media Platforms are Different
Social media sites have banded together, allowing to users link content directly from one platform to another. While you may think this will streamline your social media, auto posting is not a good idea for your business.
Your audience will recognize your lack of effort and some posts don’t translate well from one platform to another. For example, picture posts on Instagram appear only as links on Twitter. Your audience wants the picture and a short caption, not just a link to another social platform.
Users on different platforms will behave differently and will want to view content in different ways. You might have those who only follow you on Facebook. At the same time, you might have people who follow you everywhere. Your content should be unique from platform to platform.
Prevent Boredom – Vary Your Content
If your content becomes repetitive or static, your audience will get bored. Your content needs to be fresh and current to keep your audience engaged.
The links you post for each blog should be unique so they know there not clicking to the same blog they read last week. If you post, “Check out our new blog,” every week, they will get bored and pass.
Don’t just share links to your own website. Share content you find interesting and relevant to your brand. Remaining current on advances in your industry helps position you as an expert. A small local business can benefit by posting interesting content about local events. These types of posts will engage your audience.
Avoid Loner Links
Even if it links to the most interesting content you’ve ever read, a loner link will often be passed by. When you post a link to a web page or video without adding content, it is often mistaken for spam.
Because you have given them nothing of interest to encourage them to click on the link, posting loner links can cause your audience to end up ignoring you. In the long run, they may do more harm than good when it comes to your business’s social media.
Especially when linking to someone else’s content, offer your perspective on what you’re sharing. Let your audience know why you’re sharing it and why you find it valuable. They follow you because they are interested in what you have to say and value your opinion. Relating content to your business and your audience will help them feel more connected to you.
As a small business owner, you have about a million things to do every day but social media doesn’t have to be one of them. Consider your business goals and whether or not you have the time and the resources to properly build your social media campaign. If not, it might be time to look for someone does.
Creative Click Media can help. Our social media marketing and consultation services are designed to show you where people are talking about your products or services, areas where you can get involved, and tactics to build brand awareness. Contact us today for a consultation.
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