There is a huge misconception surrounding the use of social media and what it can do for small businesses. Long gone are they days where you can rely on word-of-mouth to get customers for your business as the online world is getting increasingly popular. When the term ‘social media’ crops up many people think of the well-known platforms, Facebook, Twitter, Instagram, Pinterest, Google+ and LinkedIn. However, social media is an umbrella term used with many branches such as media sharing, news streams, bookmarking sites and micro-blogging.
Each social platform has a different focus point and therefore a different benefit for your business.
When using a Facebook page for your business, this enables you to be visible to a wider potential customer base as Facebook is used worldwide. This also means your efforts would be boosted and could lead to increased web traffic.
Similarly, Twitter too generates web traffic but it also allows you to stay up to date with trends in your field. Twitter is ideal for sending out live updates from events as well as jumping on # trends that are happening daily.
Platforms like Instagram and Pinterest, allow small businesses to build and show a personality by posting pictures related to the brand. This can in turn increase engagement which can lead to a higher browser to buyer conversion rate. Ensure you post consistently on these channels and bare in mind the appearance of all images combined, and stick to a common theme.
Google+ and LinkedIn allow your business to make connections and links with other businesses and business people alike. In more detail, LinkedIn allows their users to create profiles and connections with others. You can also publish posts such as blog posts onto your profile and use LinkedIn’s Analytics tool to track the posts’ traffic. With 111 million active users, Google+ is an interest-based network that is run by Google itself. Google+ circles are the core feature where users can organise people into groups or lists for sharing. Another main feature is Communities, here users can create conversations about relevant and popular topics.
But what about content on social media? Blogging has many benefits to small businesses and is an excellent way to increase traffic to your website. Every time a blog is posted, it creates another indexed page to your website with keywords, which leads to an increased opportunity for you to appear in search engines and increase traffic to your website. This can then be shared on social channels, which boosts the visibility of the content whilst improving browser to buyer conversion rates when a call-to-action is used, which can be anything from a ‘Subscribe’ to a ‘Let’s Chat’ button.
When you use social media for your business you should always make the most out of it, in order to grow yourself. In order to achieve your goals, our advice would be never to jump into social media without understanding your audience. Focus on the social media platforms that will provide a good opportunity to connect with your target audience. Make it a two-way conversation by getting your followers engaged, e.g. involved in quizzes, Q&As, etc. By talking with you this will lead to them to talk about you and that’s what you want. Make sure you always react quickly and respond to any comments may they be positive or negative, if you ignore negative feedback especially, this could lead to a negative image of you or your business and that’s definitely something you don’t want.