Business Growth

Make Social Media Work For Your Business

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Helen Ray
Written by Helen Ray

The world of Social Media marketing is a minefield for many business owners

The world of Social Media marketing is a minefield for many business owners and just like every other form of marketing, Social Media doesn’t work for every business. For some as they enter the social adverts arena they find a massive return on investment, whereas for others they struggle to get a few followers let alone a massive increase in revenue.

It is important to identify the channels that you think would work well for your Business – some of you may already have some idea having dabbled with social media already. For some it’s a clean slate and this is when a strategy will help you avoid the pitfalls of getting lost in translation.

Identify your market and try to imagine which network you can imagine a typical customer using, for example; B2C works well on Facebook, Twitter and depending on the product, Instagram or Pinterest. B2B works well on LinkedIn, Twitter and YouTube. Try and think like your customer and imagine what content they would find entertaining, interesting and think of your Business page as magazine. Don’t overload it with the same sort of posts every day, mix it up, try to appeal to a cross section of people that might be interested in your Business. Think about the time of day you are posting. Would a busy Mum be able to sit and read your Blog at 3.30pm? Probably not. Would she be able to sit and read it at 8.30pm. It is more likely.

Remember – if you post a Blog and it’s only reached a few people, compared to a ‘quote post’ that reached thousands, it doesn’t mean it hasn’t worked. One of those people who has taken the time to read your Blog, has actively shown an interest in your Business, it is worth far more than the 10 people that liked a random quote. There are benefits to creating different types of posts as they all serve their purpose, but the main objective is to get people to engage with your Business online.

This brings me onto one of the biggest issues with the world of social media and trying to market your Business effectively. Change.

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A business needs to constantly test their target audience and see what works best

Platforms are constantly making changes and updating algorithms, so it is important to bear in mind that what worked for your business 6 months ago, may not work for you 6 months on. A business needs to constantly test their target audience and see what works best, don’t ever sit back and think you know how to create the perfect Facebook post or Instagram following, as it changes all the time. Sign up to Digital Marketing News sites to receive regular updates on changes that your business needs to plan for.

Facebook has brought in some major Business Page guidelines over the last couple of years and most novice advertisers are not aware. One the biggest changes announced recently, is that Facebook will be making a concerted effort to show more posts from users and less from Pages. Organic reach has been dwindling for some time for Business pages, so this comes as no surprise to many marketers.  Anyone that uses a Business Page on Facebook now needs to start getting creative and sticking to Facebook ‘Page’ practice guidelines to help increase potential reach.

Don’t

  • Post Competitions with promotional words, Share, Like, Tag. There are ways of running competitions on Facebook but you have to get creative. Videos, Facebook Live, Photo’s.
  • Post links to other websites.
  • Promote heavily on your page.
  • Post stories telling the world how wonderful your Business is and how busy you are.

Do

  • Create groups that you are active on everyday as you would on a page.
  • Try and be subtle with any promotional posts. Explain about your Business, you will be surprised how much you can write explaining what your Business does without using ‘promotional’ keywords.
  • Start using professional images, stock or otherwise. There are free photo sites out there and pexels.com is one of them.
  • Anything you need to advertise, use the Paid for adverts on Facebook.

Anyone that uses a Business Page on Facebook now needs to start getting creative and sticking to Facebook ‘Page’ practice guidelines to help increase potential reach.

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Social networks as media to advertise on, is now a permanent fixture in the world

Social networks as media to advertise on, is now a permanent fixture in the world of Business and something to seriously consider in your marketing mix.  It complements SEO, Brand Awareness, Customer Services, list is endless and growing year on year. 

There are so many platforms and apps out there to help your Business grow on social media, all it takes is a bit of time and effort spent on some valuable research and this will help your business enormously in 2018.

If anyone would like any more tips or advice, please get in touch and I will be happy to guide you through the minefield that is Social Media.



Did you find this article helpful? If you want to share your tips about how to use social media with us, please leave your comments below.

About the author

Helen Ray

Helen Ray

Helen Ray the Founder and Social Butterfly has spent many years honing her marketing skills within the advertising industry in Radio, Press and Print. She has won an accolade of awards whilst she worked for Archant Norfolk and continued her success on the South Coast with Celador Radio.

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