If it is one area in which a small business needs to stay far ahead of the proverbial curve, it is their social media marketing. Few things seem to morph more quickly than the social media platforms and their user’s interests and habits. With over half the world’s population using social media, it is impossible to overestimate the value it holds for your company. However, it just may be time to re-evaluate and upgrade your social media marketing efforts.
- The first thing you need to look at is your level of engagement with your visitors. That is what social media is all about and if your marketing efforts are not producing engagement and conversations, it is time to scrap it and start again. Your content, both written and video, must draw them in and engage their attention. Your content must demonstrate to them that your business is going to solve a problem for them or it is going to improve the quality of their lives. Who are you? Is your brand voice there and can they hear it?
- Next, you need influencers on your side. Most businesses who pursue those with large social media followings know how difficult it is to land one and to get them to influence their audience enough to check you out. Instead of trying to pursue Kim Kardashian and her 60 million Twitter followers, you may do well to try and land a handful of micro influencers. The micro influencers have a far smaller following, from a few hundred to a few thousand, and can often be more local to you. The other advantage to recruiting them is that they are inexpensive and often work in niches that just might suit your particular company and what you sell.
- Get rid of all the fake followers you may have attracted or created and start to form a FOMO strategy using exclusively video content. Start video updates regularly that profile your business as well as offering time sensitive discounts and giveaways. Finally, be wary of taking on any influencers that are celebrities or politicians. They are generally not worth the aggravation involved.
-Written by Kevin Sawyer