Erica Bell is the Social Media Specialist at Business.com. She also writes on number of topics including online marketing and shares small business tips. You can connect with Business.com on Facebook or Twitter!
A recent social marketing report surveyed more than 3,000 marketers to discover the current role of social media, how marketers are using the various platforms and what benefits they are seeing, and where future efforts and resources will be invested. The “2013 Social Media Marketing Industry Report” from Social Media Examiner spent some time looking at small and medium-sized business social use. Because social media is a cost-effective way for those with smaller budgets to build brand and product awareness while providing quick-response customer service, social networks offer SMBs (small businesses) a multitude of opportunities.
SMB Social Stats
Knowing the numbers can help you tailor your social strategy. The Social Media Examiner provides a plethora of numbers for your small business to consider, but there are a few key points that can’t go unnoticed. Different businesses may be on social networks for a number of reasons, the social report found that the greatest benefit of social media is increased exposure (cited by 80% of respondents), followed by increased traffic (75%). According to the current state of social media marketing, building brand and online presence awareness is the major role of social media.
While 79% of SMB marketers have already incorporated social media into their more traditional marketing activities, many small and medium-sized business owners are new to platforms that their business should have a presence on. About 25% of marketers said they had been working with social media for a year or less and 30% were only 1 to 2 years into their social efforts.
SMB Social Strategy
Whether your business is just starting out with social media or you’re looking for a way to revamp and reengage your current social strategy, there are some steps you can take to boost your social presence and social media marketing ROI. It isn’t about spending a lot of time on social media – SMB owners and marketers are often time-constrained – it’s about being smart with the time you do spend. As you create and reevaluate your social strategy, take the steps necessary to ensure your presence will be just FINE.
- Find your target audience. Sending irrelevant messages and connecting with the wrong consumers will negatively impact your social efforts. Spend time focused on locating your target audience on different platforms and uncover the type of content they want to read, view and share.
- Inform and educate. How can you educate your audience? What information will interest them most? As you find your audience, consider how the type of social content that will educate and inform them – industry topics, products related to past purchases, and tips to help them with your product or in their daily lives are all easy options.
- Network with others. In a social media marketing Q&A on Business.com, expert Jeff Bullas explains that social networking can help a business grow. Bullas points out that social marketing starts with great content that adds value to people’s lives and that social listening is a must.
- Engage and entertain your followers. While it may not need to be said, I’m going to say it anyway. Social media is SOCIAL. This means you can’t just post, tweet and then ignore your customers. Engage in conversations and entertain them with the people and tone behind the business and brand. According to ResourceNation, social customer service is on the rise – don’t be left in the dust.
Your business can use social media to max out its online presence. By connecting with your target audience on social media, and letting them know you’re on social media through offline channels, your business can gain social ground. It isn’t enough to just find your ideal customers, however, you need to focus on informing them about your business and other relevant news or trends, network online and offline, and engage with your social fans and followers.
Photo Credit: Flickr user mfinleydesigns
