Social media has become a fundamental element of our day-to-day lives. Businesses of all size and shapes have started making the most of available mediums. Today we will try to anatomize advice on social media marketing for small enterprises. There are a plethora of small businesses eyeing social medium to advertise their business/services. However, majorly these small companies are failing or not being able to make optimum use of social networking for their business growth. There are many theories and methods concerning how to effectively use social networking for established brands, however the topic social media for small enterprises is seldom addressed. Based on Digital state of eMarketing India 2017 Octane Research:
The primary factors behind the low turnout are uncertainty upon an use of social media marketing, calculating return on investment and persuade employees/stakeholders to clinch social media. Hence it is essential to address the elephant in the room and analyze how beneficial is Social networking for small businesses.
Social media for small companies is a good way for emerging businesses to generate lead and build a reputation. If regularly updated, social networking can deliver more results as compared to traditional mediums. Social media marketing for small enterprises gives brands an advantage of control over the information that they would like to post. Also, since social media marketing is really a two-way dialogue process, it will help businesses to instantly identify what is benefitting them. Social media marketing for small enterprises also helps generate Word of Mouth, which is one of the best tools for emerging businesses.
The first and foremost important part that small companies should concentrate on would be to define their target market. This can help small businesses to device their social media marketing strategy accordingly. The objective audience needs to be defined basis age range, sex, location, users’ online behaviors, their likes, interests, and preferences. For niche products, business owners can also target users based upon their birthdays, anniversaries and important milestone. Audience targeting plays a really crucial role in the result of the results. For e.g.: the local shop selling footwear should not target users with desire for entertainment. The shop definitely won’t have the desired results.
Overnight success is actually a myth. Small enterprises must realize this basic fact. Generally, whenever a new business starts selling on social media, there is certainly palpable excitement is achieving a lot more than set targeted sales. Businesses have to set goals which can be upwards and forward. To attain enormous goals, small businesses start updating social feed with multiple updates in shorter duration. This leads to user’s disinterest within the product/service. The set goals should be in sync with brand’s core capabilities and expertise. For e.g.: when a company is into selling shoes, they shouldn’t set a target to correct maximum shoes within their area.
Right now everybody knows, social media marketing is for free. Even paid campaigns could be conducted with a relatively affordable when compared with traditional mediums. It is in this scenario, we often see small businesses jumping the bandwagon and creating profiles on each of the available platforms. Creating social profile doesn’t hamper brand image, but aggressively promoting a brand name on wrong platforms can cause brand losing its prospective customers. Hence it is far better for SME’s to first identify the best platform by which they are able to maximize their business. For e.g.: If a shoe selling brand tries to aggressively sell on LinkedIn, they won’t get a plausible response when compared with promotions on Facebook/Instagram.
Since each business is riding within the social media wave, it is important for a these to promote their core product/services. Nowadays, we see plenty of businesses promoting their services as well as promoting peripheral products/services, which revolves around their core product/services. Majority of the times, this SME’s doesn’t have capabilities to meet a requirement, which can lead to a bad word of mouth for his or her business on social networking platforms. Let us go back to our example; when a shoe seller is trying to aggressively promote socks instead of shoes, it is not likely to help the business in the long run.
Since we have now covered the topics of identifying the prospective audience, setting achievable goals, choosing the right medium and promoting the best product/services we will now check out the sort of content a business should promote on their own social pages. A business should always focus on creating high quality content instead of not-good quantity content. Even when the business updates their page once in a day so long as it is actually highly relevant to their business, advocates about its core products send across a specific message it is considered as a good quality content. Antagonistically, when a business posts multiple updates which aren’t even relevant to svqdau business’s goods and services contributes to users considering the business as fake/spam. Also, new businesses should try and refrain from promoting other businesses on the social platforms initially.
Making a small company successful on social platforms is not any small task. It will take a lot of efforts for that businesses to keep up their conversion ratio. One effort is to produce a content calendar. Small companies must anticipate important events and make up a content calendar accordingly. Ideally, a content calendar has to be planned a month in advance but an even weekly content calendar is extremely recommended. This can help businesses in order to avoid any very last minute hassles, strategize much more effectively and in addition it helps with creating curiosity amongst its loyal fans/customers.
Social media is very unpredictable. The content a company posts today, might not exactly benefit tomorrow. Hence, small companies must always test their content before publishing it on their pages. Testing content also pertains to the platform a small company chooses to promote. Small business owners should always don the consumer’s hat before posting about any product feature, updates, schemes or offers. A consumer’s perspective is the key when testing the information that has got to be uploaded.