Mandy Edwards — June 13, 2017 
Last year I made the case for social media marketing for small businesses in terms of why they need to even use it. According to the 2017 Social Media Marketing Industry Report from Social Media Examiner, 92% of marketers said that social media is important to their businesses (that included business owners as well). So obviously businesses are getting the message.
This year, not much has changed, you still need to use social media for your business, however, it’s more important now to have an exact plan, or strategy, about how you are going to implement your social media marketing.
Get this – 41% of Americans say it’s important that the institutions they engage with have a strong social media presence and of those Americans who have a social media account, 28% would rather engage with a brand/organization on social media than visit a physical location.
So let’s do some math. There are roughly 326 million Americans. According to Pew Research Center, 69% of adults in the U.S. use social media, which makes approximately 225 million people. If 28% would rather engage with you on social media than walk in your door, that means 63 million people prefer interacting with businesses on social media than in-person. And that includes me.
The top choice for a customer care channel is social media (Sprout Social) so now is the time to start crafting that oh-so-important strategy to make it all work.
Social media marketing is more than just posting content to Facebook. Or Twitter. Or Instagram. It’s more than sharing articles or videos. It’s connecting with your audience in a precise manner. To me, there’s an art, or science, to it.
Before you start doing anything on your social media platforms, you have to know why you are using it.
In the 2017 Social Media Marketing Industry Report, the top two benefits of social media marketing that were listed were increasing exposure and increasing traffic. 88% indicated that their social media efforts have generated more exposure for their businesses and 78% reported positive results for increased traffic. Most are using social media to develop loyal fans (69%) and gain marketplace intelligence (66%).
Ask yourself – why you are you using social media for your business? Everything you do online needs to start from your answer to that question. If it does not, then it won’t work. If you are outsourcing your social media marketing and the consultant or company is clueless about this, fire them now and find someone else.
You need to know who you are targeting.
Not every one of the 225 million Americans (if you are in the US) on social media is someone you should target. In fact, not everyone in a 10 mile radius of your business will be people you target. Think of the perfect person you want to buy from you or hire you for your services and build your targeting around that. I know it includes A LOT of assumptions and stereotypes, but in marketing, it’s just something you have to do.
Once you’ve figured that out, have a strategy as to how you are going to reach those you are targeting. Questions you need to answer:
What platforms am I going to use?
You do not have to use every platform. If you have a marketing consultant tell you you have to be on all of them – run, and run fast. Any social media marketing professional worth anything will know better than to tell you that. Think about that target audience and look at what platform(s) they are using. Start there.
FYI – Facebook is still the choice among every age group. Do not let anyone convince you teens and millennials have left Facebook – they are still there. If it wasn’t the choice, there wouldn’t be 65 million Facebook business pages.
What content am I going to share?
Think about what your target audience wants to see. Keep in mind 46% will unfollow a brand on social for posting too many promotional messages (Sprout Social). A good ratio to keep is 80% educational/20% promotional. For every self-promotional messages you put out, you need 8 that are not. You can share articles relating to your industry, tips, behind the scenes of your business, etc. Just do NOT publish sales pitch after sales pitch.
Visuals and video go a long way in terms of engagement and being remembered. 85% use visuals in their marketing and 73% plan on increasing their use of visuals this year, according to the 2017 Social Media Marketing Industry Report. When it comes to video, 61% plan on using live video services such as Facebook Live and Periscope, and 69% want to learn more about live video. With Facebook’s big push this year with video, you just might want to consider wading into this.
What advertising will I invest in?
Long gone are the days of “post it and they will come.” With all platforms unleashing algorithms that show content based on how much users engage with people and brands, chances are your posts are not going to be seen often without a little bit of a boost.
Facebook ads are amazingly inexpensive and you get a real bang for your buck. Plus you will get a boost in eyes on your content. A surprising 93% of social marketers regularly use Facebook ads and 64% plan on increasing their Facebook ads activities – this applies to businesses as well (Source: Social Media Examiner).
How will I engage and interact?
I see SO many businesses (and competitors) just broadcast on social media all day long. They post about themselves, or just post, and never interact with their followers. Comments go unanswered, questions left unresponded to. In fact, 89% of social media messages to brands go ignored and the average response time for a brand to reply on social media to a user is 10 hours, while the average user will only wait 4 hours. (Sprout Social). That’s unacceptable. If you are going to invest the time and resources into using social media for your business, you have to be present and show up.
The majority of consumers buy from brands that are honest (86%), helpful (78%) and friendly (83%). It turns out that at the end of the day, consumers want brands to use social as a customer care channel (Source: Sprout Social Q2 2017 Index).
All said, social media marketing is time-consuming. For example, 64% of marketers are using social media for 6 hours or more and 41% for 11 hours or more weekly. It’s interesting to note that nearly 20% of marketers spend more than 20 hours each week on social media (Source: 2017 SMM Industry Report from SME). That’s why people like me have been able to build successful businesses – we take the time to educate ourselves and stay up on the latest so you can do what you do best – run your business.
But some businesses choose to handle their own social media marketing – and that’s fine. Any use of social media for business has to have a strategy behind it. You wouldn’t blindly go on a hike in a forest without a plan, so why would you consider using social media to market your business the same way?
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