Social media marketing for local business is incredibly important. There have been many instances in the past and present where we have dealt with business owners (especially small business owners), that simply don’t believe they should be ‘doing’ social media marketing.
“It’s too time-intensive”, “it’s too broad”, “I don’t know where to begin”. These are just a handful of the reasons some SMEs give for not taking advantage of social media.
These companies simply don’t see the value in engaging with their target demographic online – and it’s a real shame.
Social media marketing done properly should be a very effective digital marketing tool for all small businesses. The likes of Facebook, Twitter and Pinterest are not going away anytime soon.
What initially started as a means of friends and family keeping in touch has since become a useful tool for many types of businesses for a number of reasons:
The modern consumer is nosy; they spend hours researching and comparing and very often seek recommendations from friends and family.
That’s where social media gives local businesses a real opportunity to encourage customer feedback and testimonials. This adds real credibility to their products and services.
Happy clients will take care of word-of-mouth marketing themselves which means that not only can you save money on advertising but also customer service because their satisfaction makes sure there’s less need for follow up or long conversations regarding your product or service.
COMPLIMENT OTHER MARKETING EFFORTS
Websites are a great way to reach potential clients, but they’re not the only option.
You can also use social media and direct traffic from your website to other platforms like Facebook or Twitter, for example, so that you have more control over how people see what you offer without relying solely on Google search results for SEO. For instance, Instagram Reels, with their short and snappy nature, are perfect for grabbing attention and showcasing your product or service. To save time and resources, consider downloading your Instagram Reels and sharing them on your other social media platforms like TikTok and Facebook.
With this system in place, it will be easier than ever before to get noticed by those who might need what you’re selling!
By providing quality content on social media platforms, you stand a better chance of bringing in higher quality backlinks which are important ranking factors in SEO.
One key aspect of social media marketing is the ability to create shareable content, so the more useful and relatable your content is, the more it will be circulated around social media.
This also increases your chances of getting featured in a major publication which, again, can provide invaluable backlinks.
The more prevalent you are, the more people become aware (even if not a target customer). You may have people promoting your business and they don’t even realise it. That is the power of social media.
Because of this, you can expect a lot more traffic to your website and provided that your advertising is targeted towards the right audience, you can improve your average customers page experience sheerly through how useful the page they end up on is.
This results in lower bounce rates and higher engagement levels on your website, which can positively impact your SEO efforts and even inform you of potential avenues to explore when it comes to paid advertising.
A CHEAPER ALTERNATIVE
Social media is a free marketing tool that allows you to target advertisements specifically to your targeted customer base within the radius of your business. This means less wasted advertising money and more customers coming in!
You can instantly communicate with customers by updating them on all of your promotional announcements, new products you’re offering, or industry-related information that might be relevant.
Targeting your ads is a powerful technique for increasing the efficiency and effectiveness of marketing. By targeting those who live near you, have similar interests, and belong to other demographics that are important to you; one can increase their customer potential with minimal costs.
Instead of asking your potential customers what they want, make it easy for them to tell you by maintaining a steady stream of relevant and engaging ads. This way, you can easily identify which demographics are most responsive.
The personal touch of small business owners and their customers can also make for more effective social media marketing.
Current customers have the opportunity to share your products or services with prospective consumers on platforms such as Facebook, Twitter, Instagram etc., making it easier than ever before to grow a customer base organically and thus, making it more cost-effective.
For those local firms in competitive markets, it’s the little things that can make the biggest difference to closing a deal or securing a greater share of the market – from user-friendly websites to strong, professional branding.
Smaller companies tend to have a stronger sense of connection with those in their communities than larger corporations do – they often choose to be heavily involved because it brings them closer to customers as well.
Small business owners should know that helping out can lead back into goodwill over time which also helps boost sales.
A big company doesn’t always find time to give you an individualised response when there are so many other people across the nation who need customer service – which means that your needs may be pushed aside until further notice.
However, smaller companies are able to take care of each one by taking direct action instead: writing back directly addressing what matters most about your situation at hand.
Social media marketing also gives SMEs and start-ups the opportunity to build their own personality online, giving customers a reason to come back and build relationships. This could be nuggets of advice, a great competition or an exciting new product.
Social media is the perfect medium for engaging with your target audience. It’s also a great way of creating ‘brand advocates’ who, in many ways, can become your very own virtual sales team!
CATCHING THE EYE OF BIGGER FISH
Social media also gives start-ups and small businesses an opportunity to get on the radar of the leading brands within their industry.
Don’t be afraid to engage with strong social influencers either. Popular bloggers are people customers rely on to provide independent, impartial advice.
Now more than ever, engaging the online community is the absolute cornerstone of social media success. Social Media’s a digital marketing tool like many others, but it’s entirely unique in how it grows a company’s visibility.
It can also broaden the reach to new and existing customers. But it will only work with a clear strategy, and that’s where we come in.
Our social media marketing packages are ideal for SMEs, with tracked social exposure through a combination of manpower and industry-leading software. Get in touch today to find out more.
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