With so many people turning to search engines and social media to find information and make buying decisions, more and more business owners are realizing the importance of establishing a viable online presence. The good news is … no one has benefited more from social media marketing than small businesses. According to the 2011 Social Media Marketing Industry Report, small business owners are seeing the greatest results from social media marketing. “Over the course of the last 3 years, social media has moved from an uncertain strategy (2009 report), to a permanent fixture (2010 report), to a primary tool (2011 report) in the savvy marketer’s toolkit.”
So how do you use social media to build a viable online presence for your business? Just like everything else in business, it takes time and commitment to build your audience and grow your brand. And just because you don’t hit it out of the ballpark in your first week, it doesn’t mean that networking online isn’t right for you. Building a viable online presence takes consistent work and effort and grows over time.
Here are a few things to keep in mind that will ensure you are more efficient with your participation in social networks and moving steadily toward your goals.
Tip #1. Know what you want to accomplish with social media. Social media works, but you must first know specifically what you want to accomplish. Are you going to use social media as an extension of your blog and share self-generated content? Do you want to meet new business connections? Are you trying to build an audience or foster a greater sense of community? Are you trying to establish your business as a go-to resource or establish your expertise on a specific topic? Or maybe you want to generate more sales. How?
Tip #2. Social media success takes time. It is important to begin your campaign with the right expectations. Social media is a long-term proposition and requires a long-term commitment. Unless you already have a well-established online presence or following, you may find that your foray into social media may not produce the instant results you’re hoping for. The key is to start making connections, getting to other influential people and working toward serving your audience.
Tip #3. Analyze your competition. Not sure how to use social media in a way that works best for your business or industry? Identify businesses similar to yours that are using social media effectively and study what they are doing right. While you want to set yourself apart from everyone else making noise on social media, there is no need to completely reinvent the wheel. Watch what your competition does on social media. Who is doing well and why are they doing well? These are important things to know and can help you to avoid losing time and effort from trial and error.
Tip #4. Coordinate your social media management team. Do you have different people in charge of sales, advertising, maintaining your website and managing your online presence? Hiring a team or individuals to help you with your social media campaign is a good idea, but you need to make sure a consistent and appropriate message is being shared. Set up well-defined guidelines to make sure everyone is on the same page.
Tip #5. Put some effort into your profiles. Your online profile is a direct reflection on you and your business, and it leaves a lasting impression on your visitors. Always fill out your profiles completely and make it easy for your potential followers to find the information they want to know. Use an appropriately professional image and presentation, and keep your information up to date.“You only get one chance to make a first impression.”
Tip #6. Let everyone know you’re on social media. Add “follow me” buttons to your website and email signature, let your new and existing contacts know that there is a new way to connect with you and include this information in all your advertisements. Publicizing your participation is an important step into growing your audience.
Tip #7. Keep the “social” in social media. While people love to hear from businesses and receive their updates, the focus should always be on the social. Interact with your contacts in a way that makes a genuine connection and distinguishes you from everyone else. Remember, people do business with (or refer business to) others they know, like and trust. Keep your own focus on sharing helpful information, giving value and avoiding constant blatant self-promotion.
Tip #8. Share readily. Building on the social aspect of social media, readily share content that comes to your attention and would be of interest to your audience. Sharing is a great way to meet new people and to be seen as a hub of helpful information in your topic area.
Tip #9. Respond to those that engage you. Where possible, respond to comments and engage your audience further. There’s nothing worse than a business page that shows no real interaction by the owner.
Above all, keep in mind that you are still working and growing a business. You still need to build relationships, grow your mailing list, market your products and provide first-rate service. Social media is a great way to increase your exposure and connect more meaningfully with your audience, and it should be a complement to your marketing activities rather than replacing them. Stay steady and focused and you will see the benefits of your participation. Now it’s your turn … What tips would you add?
