When it comes to advice for the small to medium business (SMB) owner, there is no shortage of wisdom. Whether it be how to handle employees, or how to market your product or services, someone out there on the web is offering guidance. The downside of listening to verbiage of online marketing geniuses, is chances are what ‘works’ for them, may not be the key to your business success.
This is especially true when it comes to marketing. With every company on the planet taking up residence on social media, it is common for an SMB owner to position his or her business on Facebook, Twitter, Instagram, Pinterest or company blog in the hopes of becoming noticed and loved by millions of consumers, simply by posting to these platforms.
The first step to your success is to get out of that mindset. While many tout the importance of likes, shares, and comments, it is essential to understand these are vanity metrics, not sales. You have attained your dream of owning and running a business; it’s yours and one of a kind, why not take control of how you market it? Here are DIY social media marketing tips for growing your business:
Give people a way to laugh with you
One of the most effective methods of connecting and building relationships with your audience is humor. Whether it be poking fun at yourself or your industry, adding it to social media marketing can improve your bottom line by ensuring your brand stands out and is memorable. Several big brands including Charmin, Denny’s and Old Spice are well-known for their comedic posts.
Tag products or services in your posts
The use of shoppable tags in social media posts can turn engagement into conversions. With images, lookbooks, videos, and editorials containing actionable purchase points, you simplify the path from browsing to purchasing for customers. These interactive elements provide a convenience consumers need in today’s e-commerce. Crate & Barrel excels when it comes to tagging products in its blog posts.
Offer social-only discounts
Another method of growing your business through social media is to implement the use of social-only discounts. In addition to having a built-in appeal, an exclusive online offer has an innate call to action. The promotional options are endless and can encompass coupons, free shipping, or flash sales such as the BOGO promo from Chewy.com.
Share your product and company videos
Social media has become cluttered with more and more brands competing for consumers’ attention. To further build your brand using social media, consider amping up your game with videos about your product and company.
To increase your conversion rates, use of high-quality, exciting and persuasive visuals are critical. In the example below, Coca-Cola combines appealing images with a powerful message.
Curate other people’s content
Here’s a tip that will not only help strengthen your business but save you time in the process. Sharing content of others with your audience will eliminate the need for you to create content yourself.
(Note: It is best if you add meaning and context to the curated content.)
If you choose to share existing content, you must give credit. REI is recognized for sharing content across the company’s twitter feed.
Show your company’s culture
Posting images or articles that showcase your company’s culture allows the audience to get a personal view of what your business is about. Include photos from a group outing, employees celebrating a milestone, or a holiday gathering.
Post articles on what makes your business distinctive from its competitors. Sharing a regular stream of company culture images is second nature at Social Sprout.
Share behind-the-scenes stories
To grow your business, you need to build trust with your consumers, which can be accomplished through transparency.
Incorporating behind-the-scenes stories into your social media will demonstrate to your audience you are human and have nothing to hide. Businesses like Canva, that are willing to disclose the good, bad and sometimes ugly will have an advantage over those companies that are secretive.
Use user-generated content
Although similar to content created by peers in your industry, user-generated content (UGC) is crafted by fans or unpaid contributors. Encourage your customers to share their experiences, whether it be with your product/service or material your audience may appreciate.
While Buffer (social media scheduling tool) highlights its photos and personalities of its users from around the globe, Wayfair showcases photographs from customers with its newly acquired home furnishings.