Do you, as a small business owner, want your social media pages to be popular and engaging? It’s easier than you think to emulate what big businesses do.
Even if you’ve been living under a rock for the past 5 years, you should still know or have heard how important social media is to the life of your business.
With over 1.39-billion active users on Facebook alone, your business is bound to have prospective customers on one of the many social spaces.
The key is being able to identify the most relevant leads, and reach out to them in the right way to drive your business forward.
A huge percentage of business owners are still hesitant to add social media to their marketing strategy. Whether you’re controlling your social media or not, your business is already being talked about by your customers. It’s time to join the conversation.
In this article, I’ll show you how some of the top brands keep their fans coming back, and how you can follow their lead to build an engaging page of your own.
#1: Capitalize on Major Events and Holidays
What better way to boost your engagement and popularity than by taking advantage of major events or holidays. Global events like the World Cup or the Olympics already generate a huge buzz on social media and you can use that to your advantage.
A good example is how financial giant Visa used the 2014 World Cup in Brazil to boost their presence on social media. In fact, the Visa World Cup campaign received nearly 100 million interactions on social media, more than 75 million video views, and more than 1.4 billion digital impressions thus far.
Visa had a clear goal for their world cup campaign. Importantly, they wanted to build their brand. The “Visa Fanbassadors” campaign did just that.
Visa assembled a group of 11 thought leaders and football content creators in various countries such as Brazil, Mexico, Japan, and the U.K.
These individuals were flown to the World Cup in Brazil, where their job was to capture and curate fans’ most defining moments through video and photo content. Fans were able to view and share this content via Facebook and Twitter.
Your small business could adopt a similar idea, using any big event as inspiration. There are many events that take place all through the year. Start planning now to play off of popular events to build your brand awareness and drive engagement.
#2: Crowdsource for New Product Ideas
Social media is the best place to go to find a large number of people. As you engage your customers, use the opportunity to ask for feedback and suggestions that they would like to see from you. It is a tactic that many businesses use.
Use social media as a forum to ask your fans and followers for new features they’d like to see you add to your product or service.
Create a two-way line of communication with your customers and listen to what they have to say about you, your products or services. It is a great way for you to learn what your customers really want and Improve your service.
Show your audience that you appreciate the feedback and invest your time to answer to any questions in order to build trust.
#3 Develop brand ambassadors.
Your business will have existing customers that are active on social networks. Chances are, some of them are likely posting positively about your company.
If you can reach out to those individuals and properly engage them, you’ll be able to use their content to your own advantage.
In many ways, brand ambassadors let you use the viral nature of the internet which is a very powerful tool in brand awareness.
You shouldn’t underestimate the power of word of mouth. Social media provides the perfect platform for customers to get product reviews from other people. In fact, 50% of purchase decisions are influenced by word-of-mouth.
Strengthening positive objective voices on your product or service is a great way of driving interest and trust on social media.
#4: Give Good Customer Service
It is pretty well documented that today’s conventional consumer has less patience for spam and mass market messaging than ever before. As a small business owner, you can afford to reach out to a large portion of your customers on an individual level.
Interacting with them using tailored or personalized messaging will not only be effective at driving specific goals, but will help you build and strengthen brand loyalty.
A quick look at Avon’s Facebook page will reveal that the majority of the comments they receive are just expressing love for the brand’s products.
When fans do have questions, an Avon rep jumps in and points out where they need to go for more information.
Avon uses its Facebook page to introduce new products, talk about fashion trends and highlight some of its reps.
Customer service is essential on social media. You don’t have to make the social network your main source for support, but you should respond and interact with your fans to answer their questions.
You’ll not only boost engagement, but also show that you’re human and you care about their opinions and questions.
#5: Be Active
Being present on social media isn’t the same as being active. Make sure you’re not just updating your own page, but participating in discussions and following the updates of your own followers to see where you might be able to provide personalized value.
Nothing hurts a business more than creating social media accounts and then not posting to them.
Fans of Nigerian conglomerate Nasco are some of the most passionate brand advocates around. What’s immediately noticeable on their Facebook page is a consistent posting schedule. At least one post a day.
You should make it a point to post on your social media pages at least once a day.
#6 Content is king.
Content is king. The direction, length, and type of content you should post will depend heavily on which social media platform you’re planning it for, and what your business goals are.
Make sure your content fits those goals perfectly. For example, if you’d like to increase online sales, then giving potential customers deals is key.
If you’d like to boost traffic to your website, try posting engaging content that users can only see more fully on your external site.
In that regard, you need to give your customers something valuable.
Whether it be a promotional offer, or providing helpful or interesting content on a relevant topic, giving your social audience something that they can use, benefit from or really enjoy will make for more engaged and loyal followers.
In the end, many of the same strategies big companies use on social media can also be applied by small businesses.
Apply the same approaches to your own social media pages. Stay current, listen and respond to your customers and pay attention to what your fans like and your page’s engagement and popularity will rise.
Do you know any more ways small businesses can use social media to grow their business? Let me know in the comments below.
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