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5 Things You Need For An Effective Social Media Strategy

Today, an ineffective social marketing strategy can be the death of your business.

There are literally thousands of people searching social media every day who would follow you – if only they knew about you.

There are many ways to improve your social media strategy, even if it’s not clear to you at the present moment.

These five strategies, if done correctly, are all you need to harness the fundamentals and create an effective social media strategy for your business.

5. Show Off (YOUR Personality)

First of all, it’s easy to be inauthentic on social media.

Social cues present in verbal communication are just not possible via Twitter and Facebook.

Most social platforms operate best on quick snapshot reflections rather than thorough, detailed reflections of how you feel.

Even though capturing your tone is difficult on social, it is vital to your success.

There are tons of ways to show off your actual personality and get the tone of voice just right. All it takes is letting your own personality shine through.

Off-the-cuff commentary and genuine humor is social media marketing gold!

4. Be Customer Focused

Many people want to use social media as a forum for customer service.

An insightful article from Sprout Social points out that Social Listening Tools are a great way to solve customer service issues.

There are tons of added benefits to using a Social Listening Tool .. like collecting specific phrases people use when discussing your products.

However, the most important thing is that you are solving customer relations issues faster than ever.

3. Build Buyer Personas

You need to know who to target with your awesome content, right?

Finding your audience means having a strategy to segment demographics based on more than one or two features.

For example, just because your core demographic is between 18-30 does not mean you should ignore 50+ folks who share similar interests.

Building personas can be done either via existing customer information data or be based on an idealized customer.

Luckily, Facebook Ads software has come a long way and is now intuitive and easy to use for segmenting target audiences and researching search personas.

To learn more about this tactic, check out this post from Social Media Examiner entitled, “How to Develop Buyer Personas Using Facebook Insights.”

2. Adopt A Unique Social Media Strategy (By Platform)

In 2018, the trend of sharing the same creative content across all platforms is going the way of the dodo bird.

As more data is collected on Instagram and LinkedIn, social media marketers can now state conclusively that each platform should have its own content strategy.

Start with an audit of your social platforms to isolate where the holes are.

After that, identify your top performing posts by platform. From here, you should start to get a good idea on which content works best for each social media channel.

1. Create CTA Content

Finally, nothing in business should be done without a stated goal and a specific call-to-action.

It is imperative to have a goal with your social media strategy that tackles business outcomes.

Business outcomes could be

  • Event sign ups
  • Booked consultations
  • Downloads of your long-form content
  • Subscribing to your newsletter or podcast

An effective social media strategy should be a problem-solving tool for your business.

It should also be a problem-solving tool for your customers!

Make sure each piece of content conveys that with a clear call-to-action.

The Bottom Line

Research indicates that, from a business perspective, having a strong social media presence is a great lead generator.

It also solves for brand awareness.

All it takes is following through with these five strategies for you to start building a solid social media foundation.

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Why Digital Marketing is Important for Small Business

In all over the World when  small   businesses  get  started,  their  focus is often on how to get their first group of customers through the door. They may rely on traditional forms of advertising, such as print ads and coupon mailers or even big signs on the side of the road. They may trust that since they know they offer a good product or service, it’s only a matter of time until customers will find their way to them.

While this strategy may bring in a trickle of business, there is a better and easier way. Small businesses should consider the huge marketplace of prospects online. No small business, no matter how new, should overlook this vast marketplace.

Benefits of Online Marketing

Benefits of Online Marketing

The group of potential customers that are found online is a much larger group of people than you are likely to be able to attract locally. Using digital marketing, you can reach an enormous audience in a way that is both cost-effective and measurable.

Other benefits of online marketing include:

  • The ability to interact with your prospects and learn exactly what they are looking for
  • The ability to reach a global marketplace
  • You can save money and reach more customers for less money than traditional marketing methods
  • Get to know your audience and allow them to know you personally which can help to create brand loyalty
  • You can track responses to your marketing efforts immediately
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Are You Postponing Digital Marketing?

Why would you choose to postpone putting time and effort into digital marketing? Different small business owners may come up with a variety of reasons to avoid this form of marketing, but in the end, procrastination is still procrastination.

Small businesses sometimes believe that they don’t have the time or the money to be competitive online. They think they can only face so many challenges all at once and they are still learning the ins and outs of business in general. Many of them may prefer to take things slowly and to stick with one or two basic forms of advertising, assuming that their business will evolve as time passes.

They may even think the best strategy is simply to wait for customers to show up. Since they are a small business, they may think they only need a small number of customers.

This is not an effective approach. There is never a guarantee that your business will attract customers just by existing and even if it does, you may not attract as many customers as you need to make your business become profitable.

Your Customers Are Online

Your Customers Are Online

If you have been avoiding digital marketing, is it because you think you are simply not ready? Do you think you just need some time to get established and then you will figure out the digital marketing angle?

The problem with this approach is that your customers and potential customers are already online. Right now. Today. There’s a good chance they might already be looking for a business like yours, but if they can’t find you easily, they are probably going to choose someone else.

This is how people do business today. When someone has an interest in your business, whether it is in your niche in general or if they are curious about your brand, the first thing they are going to do is research online and see what they can find out about you.

They expect to find you there with a website and a social media presence. They may be looking for reviews so they can learn what other people are saying about your company and whether it is a good place to do business.

If a potential customer can’t find you online, they may conclude that your business doesn’t appear to be legitimate. There is a very good chance that a lot of these prospects may decide not to take your business seriously and they will quickly head somewhere else.

Once they have made that decision, they probably won’t be back.

Your Competitors Are Online

Your Competitors Are Online

For your business to be successful, you need to pay attention to what your competitors are doing and learn from it. Think of your competitors not just as someone that you are planning to beat, but as people who have something to teach you.

When you look at what your competitors are doing, you will get some idea of what is working and what isn’t working. Most likely, whatever type of business you are in, your competitors have established a web presence. What kind of content are they using? Are they blogging, or are they using a lot of graphics and videos?

How do they communicate their brand and what makes them unique? How well do they engage with the audience? Do you think you can do better? You can’t if you don’t participate in competing in the digital world.

If your prospects begin to search for a business similar to yours and are able to find your competitors’ website but not yours, your business is not even in the running. Your prospects can’t choose you if they don’t know about you. In this scenario, your competitors have just raced ahead of you regardless of whether they have an effective website or a clear message.

Be Accessible to Your Customers

Be Accessible to Your Customers

It’s clear that in today’s digital world, the first place the average consumer looks for what they want is online. Whatever product or service they are looking for, they will most likely start their search with Google. If you have no online presence at all, you won’t be found, and you can’t compete.

If you have an online presence but your competitors are easier to find and are found first, you still might not be found at all. Besides creating a website, learning search engine optimization is a strategy that can help you move ahead of your competitors just by being the first name that a prospect finds in a Google search with keywords that can lead them to your business.

Simple questions that your prospects may want quick answers to should be easily discoverable online, such as where you are located, what your hours are and what you specialize in. By looking at your website and your competitors’ websites side by side, your prospects should be able to compare hours, prices, special offers and more.

This is why it’s imperative for you to know what your competitors are up to. Your prospects are already checking both you and your competitors out. They are already comparing you against each other. What are they finding out?

Let Customers Come to You

Let Customers Come to You

Think of digital marketing as a way to make yourself accessible to the people you are trying to reach in order to offer your products and services. The scope of your business can reach well beyond your walls. You are able to attract a much larger audience than you possibly could by just catering to local prospects.

By creating a web presence, your business is open for business even when it’s closed. You can create an atmosphere in which your customers can come to you anytime day or night.

At their convenience, customers and prospects can send you emails with questions, make purchases and browse your inventory. Potential customers who have no way to physically come to you can still do business with you, whether they are limited by disability, transportation or simply living too far away.

Get to Know Your Target Audience

Get to Know Your Target Audience

Digital marketing allows you to engage with your prospects. You can gradually get to know them and what they are hoping to find. On social media or on a blog you can start a conversation. Run a survey or try to get to know them. Pay attention to their comments or their responses to surveys.

By interacting with people digitally, you can start to get to know what they are looking for. Where is their pain? What is keeping them up at night? What solutions can you offer to them? Instead of trying to guess, digital marketing allows you tools and methods for finding out who your customers really are.

In this way, you start to build a relationship with your customers. You become much more than a business. You become a trusted partner. People are much more likely to buy from businesses that they have already bought from.


Few forms of advertising are as cost-effective as digital marketing. Small businesses frequently try to get as much as possible done on a small budget. Many forms of digital marketing allow you to communicate your brand and reach a wide target audience even when your budget is very tight.

Compared to advertising on TV, radio or through direct mail, digital marketing costs considerably less and reaches a much wider audience at the same time. Using digital marketing to promote your small business will help you to have a much better chance of business success.

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Why Social Media Is Important for Business Marketing

Let’s start with one simple fact: your business needs a social media presence.

It doesn’t matter if you run a small local shop or a big national company. Social media is an essential piece of your business marketing strategy.

Social platforms help you connect with your customers, increase awareness about your brand, and boost your leads and sales. With more than three billion people around the world using social media every month, it’s no passing trend.

What you might not know is that you’re ready to get your company’s social media off the ground right now. You don’t need to know every intimidating buzzword or have the magic number of followers. You can get started immediately—and even enjoy yourself in the process.

Here are six reasons why investing in social media is a wise business move.

Build Awareness

If people don’t know about your business, they can’t become your customers. Social media boosts your visibility among potential customers, letting you reach a wide audience by using a large amount of time and effort. And it’s free to create a business profile on all the major social networks, so you have nothing to lose.

Define what you want to get out of social media to develop a social media strategy. Do you want new customers to discover your services? Do you hope to bring more local shoppers into your stores? By keeping your strategy specific, you can determine which social media channels are the best fit for your business.

COMMUNICATE AUTHORITY

Customers are increasingly savvier and more discerning about which businesses they support. Before making a decision, they’ll do a quick search to browse your website and social media.

Will they find an empty storefront or a rich source of information? Setting up robust profiles that you update frequently with relevant content will build your brand’s authority and make sure you make a positive first impression through social media, showing that your business is trustworthy, knowledgeable, and approachable.

Look for ways to demonstrate your expertise as a thought leader in your industry—like writing pieces related to your expertise or expanding on your company’s mission. By showing what your business offers and values, you will establish confidence in potential customers.

SHOW AUTHENTICITY

Customers aren’t interested in businesses that publish dry, corporate-style social media posts.

Instead, let your brand’s personality shine through in everything you share on social media. What does your brand voice sound like? How does it represent who you are?

Practice getting your tone just right, whether it’s casual and funny or formal and friendly. Be true to who you are, not who you think you should be. Followers want to see real people behind your social profiles. Show them.

ENCOURAGE ENGAGEMENT

Social channels evolve, constantly releasing new features, and this rapidly changing environment can be intimidating for some business owners.

But remember: you don’t have to do everything. Play with new ways to connect with your audience, and give yourself permission to learn as you go. One day, you could post a series of Instagram Stories to give customers a behind-the-scenes tour of your office. The next, you could host a quick Q&A session via Facebook Live video streaming. Over time, you’ll get a better idea of your followers’ preferences.

You can create engaging video content for social media with a simple setup—good lighting, a smartphone, and a tripod. Also, do a test run before you go live to make sure your internet connection or hotspot has enough speed to avoid delays and interruptions.

PROVIDE SUPPORT

Social platforms have successfully broken down barriers between companies and their customers. Now, instead of calling a customer service line, many people turn to Facebook or Twitter to solve problems or find information.

Develop your reputation as a responsive, caring brand by offering support through social channels:

  • Create a system for tracking customer comments, questions, and complaints on social media.
  • Respond as quickly as possible to questions and concerns.
  • Go out of your way to be positive and helpful.
  • Listen to criticism and make customers feel heard.
  • Know when to resolve public conversations in private messages.

GROW AFFORDABLY

Marketing costs add up, and not every business can afford huge campaigns. But you can get a lot of value for your dollar with social media advertising. Your business, regardless of size or budget, has an opportunity to grow your audience and reach your objectives through ads on social platforms like Facebook and Instagram.

When building an ad campaign, know who you’re trying to reach and what goal you want to achieve so you don’t waste any of your budget on unhelpful advertising. Avoid overly salesy ads, and opt for content that educates or entertains (or does both at the same time).

Social media is a crucial part of your business marketing, but it doesn’t have to be stressful to manage. Take the first step, create a profile, and start engaging with your customers.

How has social media proven to be a wise business move for you? Tell us in the comments below!