How to Build Your Small Business Social: In-Depth Guide

Does your business have a powerful social media strategy? With the challenges of being a small business, setting up social ads or tracking analytics on your Facebook or Twitter page can seem complicated and time-consuming.

However, social media is an excellent platform for customer service, to help boost brand awareness and build a brand’s reputation.

So, how do you navigate the world of social as a busy SMB owner? It’s helpful to start small and expand from there with a strategy in place.

Set goals for your social strategy


Before you even start planning your social strategy, come up with specific goals. In this initial, goal-setting step, you will need to do some research and soul-searching. The goals you set will vary depending on your industry and how your competitors are using social media.

What is most important to your business? Is it to boost brand awareness, attract new customers, build loyal brand followers or improve sales?

Once you have decided on your social media goals, come up with more concrete metrics to measure your progress. Goals that you set should be S.M.A.R.T.:

● Specific
● Measurable
● Attainable
● Relevant
● Timely

Goals that are too vague or poorly defined will set you up for failure. Instead, goals should be focused on the platform, how and when you will use it and what metrics you will use to track your progress.

For example, if you decide to post 3 Facebook posts a week, follow related accounts and interact with the people who engage with your posts. You can use free tools such as Facebook Business analytics to gain valuable insights about interactions and engagements.

Choose relevant social media platforms


Facebook, Twitter, Pinterest, LinkedIn and Instagram. Instead of feeling overwhelmed by all of the different options, acquaint yourself with each platform and their benefits or disadvantages.

● More than one million people around the world use Facebook, so it is a great choice for small business owners unfamiliar with social media.
● Twitter may be a useful medium for younger people, both men and women, between the ages of 18 and 29.
● Instagram is a good choice for industries such as travel, health, arts, food, e-commerce and other industries who want to interact with millennials. You’ll post high-quality images or video content to tell a story.

To determine which social media platform, consider your customer base and where they like to spend their time.

Reach out for influencer partnerships


Once you have set up your social media account, the next step is to work towards the goals you set. One effective way to promote your product or service is through influencer marketing.

Promoting your business through an influencer is simple. First, identify several influencer accounts on social media who have similar content or a similar brand message. Then, you can reach out to the social media influencer to inquire about opportunities to work together.

A popular way that influencers work with small businesses is to post an honest review of the business and its products or services in exchange for something free. Remember to choose influencers carefully – for example, you may wish to selectively work with influencers who promote fewer businesses on their social media platforms rather than those who promote 10 companies a day.

For more on building your small business social presence, check out the step-by-step social media guide from Valpak. It covers everything from setting social goals to social advertising and analytics to be sure you’re getting the best bang for your buck.

Photo by Tim Gouw on Unsplash




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