5 social media tips for small businesses
Social media is a great way to get the word out about your
business. But if it’s not delivering results, take a step back and see if
you’re following these best practices
.
1. Communicate your uniqueness
Too many businesses are trying to be too many things. Instead,
focus on what makes you unique and incorporate that into your social media
strategy. That means communicating how your value proposition to customers is
different from competitors, of course, but more importantly it means having a
personality! If you’re building your business around your personal brand, don’t
be afraid to let your real self, shine through. And if your whole company is
using social media, establish editorial guidelines and an editorial voice that
feels real and has a personality that everyone on the team can understand and
bring to life.
2. Stop selling
Just because you can sell doesn’t mean you should — or at least,
don’t use social media strictly to sell. For example, I recently met with a
real estate agent who wanted to be known as the go-to expert agent for his
community. He feels he knows the community better than any other agent. He
lives there, has a family, and is involved in the community through things like
local youth sports. But when I saw his Facebook page, it was littered with
images of available listings — and nothing else. Not one thing on his page
demonstrated that he knew the community. Instead he demonstrated that he was an
expert at uploading listings in his area — and any service can do that.
I noticed he was getting no engagement, so I told him stop
thinking like an agent and begin thinking like a resident. For example, when he
told me about the local yoghurt spot that’s popular in his community, I told him
that was a perfect opportunity to create a community “insiders” post. I
suggested he take a photo of himself having yoghurt and post it to Facebook
asking for engagement from locals: “I love Jimmy Yoghurt shack, my fave flavor
is banana cream, what’s yours?” Then every fourth post or so, he could include
a marketing message with an available property and explain why it’s great for
that community. In other words, he can become the go-to expert agent by being
the person who evangelizes the neighborhood rather than real estate.
3. Tell a story with images
Images are your secret weapon in breaking through the clutter of
social media. Images are an incredible way to say a lot, quickly and easily, in
a way your followers can easily react to. Multiple images and collages are
especially great for saying a lot without words. For example, a baker could
show me one image that actually contains four separate images: ingredients, the
mixing, the finished cupcake, and someone smiling and holding a half-eaten
cupcake. You get the idea. Images can tell a story. They’re also easy to
digest, like and share. Think about how huge Instagram is.
4. Show us with video
People don’t have to imagine as much with video, so it’s another
great way to communicate your uniqueness and tell stories while making content
that’s super shareable.
Recently a bike store owner approached me about expanding his
business and mentioned he was creating a blog to help show why they are the
best at what they do. A blog is a great way for a business to drive site
traffic, but when I went to his blog it was static. There were a few articles
like “how to fix a flat tire on your mountain bike,” but it didn’t have regular
updates that help drive readership and search engine optimization. He didn’t
have the kind of content that differentiated their bike shop.
So I told him to shoot video. For example, take video of the
workers in the store and tell me about them. I want to know the story and what
makes them experts. Show off a bike designed for super diehards — not just
recreational cyclists — so we can experience the skills and expertise of his
team. But I also told him to keep it casual and avoid a hard sell.
“Here’s Jim who works in repairs. Jim, what’s the most common
repair you have to make?” But then you might notice his sandwich is half-eaten
and you ask him what he had for lunch. In other words, shoot quick videos that
help show his expertise but also make him human and tell me more about him.
Creating a human connection is a great way for potential customers to remember
you. Imagine a customer who walks into the shop and says, “Hey Jim, I saw that
video, great tip and by the way did you ever finish that sandwich?” That’s
instant credibility – especially if customers are wondering whether he cares
more about fixing bikes than finishing his lunch!
5. Do A/B testing
If you aren’t getting results, try experimenting with your content
in a systematic and scientific way. Study your content and what seems to
resonate, then try different variations and see what gets engagement. Remember
to only try to test one “variable” at a time; otherwise you won’t know what’s
making the difference.
Mario Armstrong
Digital Lifestyle Expert, Commentator
and Founder, Mario Armstrong Media.
Follow Mario at @MarioArmstrong.
Also read: Start something, Sex and business, Life and Excellence, Overcome your limitations, Never Give Up and Do More
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