Social Media Marketing

Your target audience is just a click away – you just need to know how to hook them. While we’re not offering a secret ingredient to make your business go viral, here’s a crash course in social media and a few tips to help you manage and optimize your online presence.

First of all, here’s why social media matters.

person on social media using their phone and laptop

Today, people who use the internet can access information and opinions about companies, industries, and events in a matter of seconds. Nearly three quarters of Americans use a major social media platform and most users have accounts on multiple platforms. Do you know anywhere else you could potentially reach 75% of the population? Neither do we. 

Consumers learn about companies online – and read the reviews!

Through your social media presence, you can have more control over what those internet users may find online and how they engage with your brand. That includes everything from your products, services, and events to your reputation and consumer reviews to your local relationships and community presence. Plus, you can share real-time updates with followers if you have an exciting announcement or unexpected closure.

Online engagement can have a direct impact on your bottom line. 

Here’s the key, though. Social media gives you a way to drive public engagement with your brand through valuable interactions, relevance, and thoughtful content. Remember, if people aren’t engaging with your brand online, they’re engaging with your competitors.

Learn the ropes.

Social media includes nearly any site or app where people can create a profile, network, and/or gather online. That can be overwhelming, but it doesn’t have to be. Here are a few simple ideas to get you started.

Run a search for your company. 

Search engines like Google have many features that also function as social media, such as: business profiles, consumer reviews, chat forums, and algorithm-based suggestions for users. Check that your company is searchable and your business profile is up to date. Then, get into the habit of replying to customers’ reviews and comments. Small, direct interactions make your company feel personable, relatable, and help to keep you accountable for your service and online reputation.

Decide how you want to connect.

You may be thinking about getting started with Meta (Facebook and Instagram), LinkedIn, or X (formerly Twitter). Those are certainly some of the biggest channels where businesses can connect with a large population. But don’t overlook other platforms that may be popular with your consumer base, too – like YouTube, TikTok, Threads, Yelp, or Reddit. 

If you’re not sure where to begin, ask your current customers which platforms they enjoy using and start with the most popular. Current customers are more likely to like, follow, or tag your profile and share your content, and every point of engagement will increase your chances of being seen by a wider audience. 

Some social media networks are even more specialized or created to connect with a specific market. By networking with your industry trade associations or connecting with your local Chamber of Commerce, you could learn about new, niche, or specialized platforms that could be relevant for your unique business or target demographics.

Set a strategy when managing multiple platforms.

To create an effective social media strategy, research various platforms’ strengths, policies, and how they’re commonly used. For example, if you own a bar in a college town, it would be helpful to learn Facebook’s restrictions around marketing alcohol. Or if you own a toy store, try to leverage platforms like YouTube that are frequently visited by parents and children. 

Familiarize yourself with one or two platforms before scaling up your social media presence. When you do decide to scale up, you may want to consider options for social media management. With a little research, you’ll discover plenty of apps and tools available to help you post to multiple platforms, view engagement statistics, track seasonal campaigns, manage your social media calendar, and more. 

One more thing.

speech bubbles with word like "Like" "Share" "Post" etc.

Prioritize organic content over advertisements.

While social media has plenty of space and potential for paid advertisements, most users don’t want their feeds overrun by ads. That’s where organic marketing comes in.

Organic marketing is posting or sharing unpaid content that connects with consumers through their natural online behaviors. To put it bluntly – it’s anything other than an ad! And it doesn’t have to cost you a dollar. 

Consider sharing:

  • Tips and tricks
  • Data insights
  • Industry news
  • Polls

…and other “fun” content. 

When you engage your audience with stories, education, and other thoughtful, interesting content, you’re likely to develop more valuable connections with your followers.



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