You are a small business owner with a local target audience. Of course, your local audience needs to find your shop or office, and you want to use social media for that. But, in the plethora of platforms, you just have no clue where to start. So you post something on Facebook, try a tweet now and then, but nothing happens. To small business owners, social media can feel like a struggle every time. And perhaps that last word sums it all up: you are probably just putting your extra time into social media. Whereas investing actual, accountable time in social media will probably pay off way more.
Investing that time deliberately means you need to figure out some things first. Let us help you with that.
What platforms should I use?
You need to find the social platforms your target audience uses. Otherwise, you won’t be able to reach the right people. There are (at least) two ways to find out what these platforms are:
- Ask your customers what social media they use. That might be Twitter or Snapchat, but can also be Yelp or Meetup.com, depending on your type of business. Just ask your customers and see what response you get. If you have hundreds of customers a week, this is probably not the best course of action.
- Simply start using a certain social platform. And see what happens. I prefer this option over the alternatives. Try everything, keep track of the results, and stop doing the things that don’t work for your business after a couple of months. Don’t give up the next day, but set a goal for yourself and see if you can achieve that.
Read more: Social media strategy: where to begin? »
Factors that influence social media for small business
There are many things to keep in mind when you’re thinking about social media plans as a small business owner. Your results will depend on the platform you’ve chosen, but the three factors below also definitely play a part.
Give it time
Keep your expectations in check: your social following won’t grow overnight. Don’t expect people to follow you right after creating a profile. You need to invest that time we talked about. And creating a profile isn’t investing time, that should be done in a few minutes. The actual time investment starts right after that.
Create relevant content
You need to make sure your messages/mentions/promotions/articles are worth sharing. In other words, your content, in general, must be relevant and worthwhile. At Yoast, we try to publish five articles a week, but only if we have something that deserves publishing. We’d rather skip a day than publish something that could backfire on (for instance) social media, due to lack of relevance.
The need for relevance can hold back certain businesses from using social media. People often say:
“But I have nothing worth sharing.”
That’s nonsense. If you are good at what you do, you’ll have projects, testimonials, pictures, and quotes worth sharing. No need to write new blog posts every day, simply find something you’re proud of and share it. And if you do want to start a blog, Marieke has some tips to get inspiration for you. For those who want to dive into blogging, there is always our ultimate guide to blogging.
Don’t give up
The third factor that influences social media for small business is determination. To work properly, social media for small businesses has to be a continuous process of publishing and engaging. Saying “I have tried social media and it’s just not my thing” doesn’t show determination. You may have tried Snapchat, and it’s not your cup of tea. That’s fine. But perhaps Facebook is. And maybe posting on Facebook isn’t for you, but engaging in Facebook Groups might be. I call bullsh*t on the statement that “social media isn’t your thing.” You probably just haven’t found the right medium or platform.
Social media usage for small businesses
Let me go over some social platforms and give you some ideas on how to use them. This isn’t a blueprint for your own social media strategy: the actual use will depend on your type of business and the time you are willing to invest in social media. Here are some ideas:
Twitter is an excellent way to send messages and interact with your local community. Two things come in handy here:
- Hashtags. Hashtags allow you to connect your tweet to an individual subject, without having to add an extensive introduction. It’s being used to tweet about television shows like #GoT or cities like #Seattle. Especially adding your town’s name to a tweet will get you local attention. We can confirm this works even for #Wijchen, the small town where we’re located.
- Advanced Search. If you are looking for a way to get involved in relevant, local conversations, you should try the advanced search option on Twitter. It allows you to search for any subject you like, in the area you want. See the screenshot below.
First things first: is your company already on Facebook? I recommend adding it as a local business or place. Facebook has 1.94 billion monthly active users and 1.28 billion daily active users on average (Source: Facebook). Facebook is huge. That alone should be reason enough to add your business to Facebook. And adding your company to Facebook isn’t that hard. It’s a relatively small effort when it comes to social media for small business owners.
Promote your page to your personal friends, get likes, and share updates and photos. Note that for sales posts (“Buy our product!”), you have a better chance of success if you ‘boost‘ your post just a little bit. Boosting can be done for a specified audience, with the location being one of the filters.
Another reason Facebook is an attractive choice for your social media efforts is Facebook Groups. Facebook Groups can be about just about everything. A quick search for Facebook groups about Milwaukee shows how much variety there is:
Pokemon Go, Refugee supporters, Saab, ukulele, auto modelers, running – you name the subject, and Facebook has a group for you. Usually, there are also networking groups for local business people. Just search and find the group that fits your need. Introduce yourself and your business, and engage in discussions. That’s an easy, time-efficient way to promote yourself and your company to a local audience.
Do you have product images or photos worth sharing? In that case, Instagram might be the social platform for you. Instagram works with hashtags, much like Twitter. I use hashtag apps like Hashme or Tag o’Matic to find the right ones matching my content. Hashtags on Instagram work like a charm when adding local content. An example:
#seattle #seattlelife #seattleart #seattleartist #seattlelove #downtownseattle #spaceneedle #spaceneedleview #spaceneedles #washington #spaceneedleseattle #washingtonstate #seattlewa #seattleskyline #seattlecenter
It took me 30 seconds to find 15 relevant local hashtags using that last app. Instagram allows you to use up to 30 hashtags a post, by the way. Use these to your advantage!
Of course, there are many more social media platforms for small businesses. But I don’t want to overwhelm you with options right now. One thing I would like to mention is that review sites like Yelp and TripAdvisor are also social sites. They shouldn’t be forgotten if your business is mentioned on these sites. Be sure to monitor your mentions there and act on them if needed. That’s also being social!
Measure your social media efforts
We have written some articles on the various analytics tools for social media networks, and I’d like to point you to these as well. Keeping track of followers and reach gives you an indication of how well your strategy is working. Focus on the numbers that tell you something about engagement, to see what social networks do indeed help you build your community. Here we go:
- Facebook Insights: Get 30 likes, and Insights will be available. After 100 likes on your page, you can even compare your numbers to the competition.
- Twitter Analytics: See who your influencers are: the people that like your tweets and have a nice following of their own. Find local influencers and get acquainted with them: ask them to tweet about you now and then.
- Iconosquare for Instagram: As there still is no proper analytics for Instagram from Instagram, I rely on Iconosquare for that. Use it to find the best time to post, and see what kind of content works best for your business.
Please check out these tools yourself. Keep a keen eye on trends and engagement, as that is the most important thing in my opinion.
The obvious social media strategy works best
I want to leave you with two final thoughts here:
- Post engaging content, because that is the best way to build an audience. Sounds simple, but it is pretty hard. Don’t be afraid to experiment here. Usually, personal stories lead to the most and best engagement. Having said that, Yoast office life pictures on social media often lead to questions about the awesome features of Yoast SEO Premium (for instance). Keep an open mind and help any customer with whatever question they have, related or not. The engagement counts, not the subject of your post.
- Your employees are your brand ambassadors on social media. They love your company, enjoy working there and are most likely to share a lot of your social content if not all. Your employees create that local snowball effect. After all, most of their connections on Facebook are probably/usually living in the same geographical area as you. Acknowledge this, and stay aware of the value of these ‘in-house’ shares.
That’s it for now! I’m sure I’ve convinced you that even as a small business, investing some time and effort into your social media strategy will pay off. So go for it! And feel free to drop any questions or thoughts about social media for small business in the comments!
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