Many a small business may be under the impression that they neither have the time or the resources to spend much
more than a cursory sum on social media. That would be a mistake. While it can
definitely be bewildering trying to get a working plan going with social media,
it should be a part of every marketing
mix going forward. Not only does Google count social
signals in their ranking algorithm now, direct traffic
and ad opportunities make social one of the more
vibrant channels to work with in your marketing.
To get a better vision of what you might want to focus on,
let’s have a look at what small businesses are
doing with it now, and how you can pattern that into a
workable plan for your business.
Small Businesses and Social Media
How small business is using social media now
One thing that is obvious, from a recent study
conducted by LinkedIn, is that the small businesses
that are growing are the ones making an effort in both
time and expense with social media. 90 percent of
those surveyed credited social media for a large part
of their growth, brand awareness and 82 percent said
it helps with new lead generation.
Of the small businesses that identified themselves as
in hyper-growth, 73 percent of them increased their
social spending in the last year, while of the
businesses that aren’t experiencing growth, 53 percent
reported no increased effort or spend.
What areas of social media should you focus on?
It is now more and more clear that social media does
some things very well. Among these are building brand
awareness, along with social advertising. Social ads
are still very inexpensive, and can be highly targeted
to reach the exact audience you hope to engage. All
the major platforms, Facebook, LinkedIn and Twitter
have ad platforms you can use from your social pages.
Using social media for competitive intelligence, as
well as ongoing business education is another effort
worth your time.
Last and surely not least, social reviews and mentions
of your company or products can help you in many ways,
from search to direct traffic, in addition to
delivering timely social proof. Social media is not
just a tool for large companies with huge advertising
budgets. Small business can play too, but like in most
areas of your marketing, it may need some strategic
planning to make the most of it !