How to Use Social Media in Your Small Biz Marketing Campaign

Small businesses look for cost-effective (okay, cheap!) marketing tools to connect with their markets. You’ve probably heard about using social media as a tool to promote your business but, like other marketing channels, it may be challenging to use this medium effectively within a tight budget and while managing your other responsibilities. Successful market engagement doesn’t come from simply posting ‘like’ requests to your Facebook page; using social media effectively requires a solid strategy and consistent execution.

The diversity of social media sites has been expanding over the past five years. There are plenty of options to engage your customers. The evolution of micro-blogging sites like Twitter and geo-targeting sites like FourSquare shape how small business marketing is done these days. However, there are four key techniques that must be used to make social channels effective.

Listen

First step is to “listen”. Look for posts made regarding your company or industry. Even posts about competitors will provide critical insight; if there is a consistently negative theme in the comments made about another company (perhaps complaints about poor customer support), it may provide an opportunity to position your company as a customer-centric alternative to that company.

This tactic is not simply useful when reviewing written comments. You can also learn about trends, issues or events through image posting sites or video posts. Sites such as Pinterest and YouTube are great sources to uncover market needs that your company may be able to provide solutions for.

Respond

Next, respond to posts. Make comments that address the concerns of previous posters or answer a question that has been posed. Focus on message boards or forums that can attract readers that make high-caliber prospects. For example, a forum about car repair is a perfect environment for an auto parts store to post a response to a weekend warrior’s question about carburetor repair.

Ask

Ask questions. A savvy way to interact with potential customers is to ask questions about topics that your company can address. Engage other posters by asking questions about topics that can be related to your business. An example would be a post asking “how many times has (blank) happened to you?” After a few responses have been made post a comment that addresses an issue raised in the responses. The process may be repeated within that comment string, which provides several engagement opportunities.

Add Widgets

Finally, include a social media component on your website like a blog or forum. Your company site provides an excellent opportunity to engage your market by hosting a place where prospects and customers can discuss issues. This strategy is generally more appropriate for B2B companies; however, B2C firms such as fashion retailers have benefited from hosting fashion “roundtables”. Since visitors are likely on your site because they are interested in how your company can solve their issues, they may be interested in posting their opinions, questions, and comments on a board that attracts other like-minded individuals. Engage your prospects while they are on your site.

Social media marketing is all about, well, being social. Keep conversations revolving around your company and sales are bound to follow!