It can be frustrating for small businesses when it comes to marketing against bigger competitors, who have massive budgets and millions of social media followers. But, small businesses can still incorporate big businesses’ social strategies with success—and fewer dollars, according to Ann Smarty, Internet marketing professional.
In a post for iMedia Connection, Smarty shares how small businesses should shift their thinking when it comes to social: Instead of tirelessly trying to keep up with the big guys in their industry, they need to scale-down their approach to meet their own unique needs as a small biz.
Smarty shares some tips that can help your small-business clients make big-budget social strategies work for them:
- Be proactive. Your clients must actively promote their social network sites, whether it’s on packaging, in email newsletters or on coupons. Their social profiles won’t get any attention if their customers don’t know where to find them!
- Interact with the community. Small businesses thrive on local customers, so encourage your clients to be active within the community. They can sponsor local events or set up booths at festivals. In addition to handing out materials with social accounts, there are other ways to get the word out: “Talk about the events on social media,” Smarty suggests. “Target people based on geolocation. Follow event hashtags. Get in on the conversation.”
- Continue interacting. Many small businesses do not regularly post on their social networks, which does nothing to drive traffic or boost their number of followers. Businesses should be consistently active, not only on their accounts, but others as well. It’s constant conversation and engagement that will make their social strategies successful.
- Create content. Original content can be a powerful lead generation tool. “It can be used to encourage people to buy your product or service, improve your authority with customers, and inform your social strategy,” Smarty writes. So small businesses should try to post original content pieces at least once a week. Advise clients to incorporate a variety of media for shared content, such as infographics, video, blog posts, and slideshows.
Despite smaller budgets and less manpower, small businesses can have successful social campaigns just like their larger competitors; they just need to adjust those big-biz strategies to fit their own needs and resources.