In the digital age, few things have been as influential as social media. What began with Six Degrees and Myspace quickly grew into Facebook, YouTube, Twitter, LinkedIn, Instagram, and more. These engaging platforms serve many functions from casual to professional. Small businesses, in particular, use them to reach out and connect with their audiences. Companies can also promote themselves on these platforms for a fraction of the cost of traditional advertising. These are some of the main reasons why social media is so important for your small business.
Plenty of Platforms
There’s no shortage of options when it comes to social media. Choosing the right one(s) is the first step, though it can be tougher than you may think. Many people consider Facebook to be the most popular among the bunch. While this is true globally (it has nearly 3 billion users), research suggests YouTube is taking over in the U.S. Instagram continues to grow, as does TikTok, though mostly among adults under age 30. Small businesses can tap into these massive channels to meet consumers where they already are. The trick is finding the right platform for your unique goals, industry, and audience.
Facebook is a good place for small businesses to get started. It’s likely that you’ll reach some, if not most, of your target market on this platform. Facebook allows users to create a Business Page separate from their personal profile. Companies can display their address, contact details, and hours of operation alongside examples of products and services. They can share photos, link to their website, and engage directly with diverse crowds of users. An active Facebook Business Page shows that your company is trustworthy and interested in customer service. If you haven’t created one yet, we highly recommend doing so as soon as possible.
LinkedIn is a great tool for B2B companies who wish to establish themselves. It functions like other platforms in many ways, supporting external links, photos, videos, and direct messaging. Companies use LinkedIn to promote products and services, as well as find new hires, prospects, and business partnerships. YouTube is another popular platform that’s mainly used to share video content. Both of these channels can serve as online resources, especially for U.S. customers, to learn more about your company. If you create professional or video content, consider starting a LinkedIn or YouTube page.
Low Barrier to Entry
There’s little reason for small businesses to avoid social media. It’s basically free digital advertising and many customers expect it from their favorite brands. Also, most providers allow companies to create a profile for no cost whatsoever. Your time and creativity are the only real barriers to entry.
Social media platforms are some of the best places to publish content online. Whether your brand strategy involves silliness or sincerity, there’s an audience for it somewhere. The trick is finding and targeting the right demographic for your unique message. Once you’ve found a niche, it’s important to create new relationships and nurture your loyal followers. This is best done through constant updates and a genuine effort to connect on an emotional level.
Consistency is key when it comes to social media. People want to see that your company cares about something, whether it’s current events, industry updates, or community support. That’s why we recommend posting to social media at least once a week per platform. Maintain a regular posting frequency that suits your goals and resources. Over time, a consistent message will resonate with your audience and invite them to engage. Don’t despair if your page doesn’t gain many followers overnight. It takes time and effort to build an online following. Pay attention to popular trends and which posts attract the most attention. Luckily, most platforms support detailed analytics that provide insight into what kind of content performs the best.
Tons of Features
Social media platforms are accessible to a large number of people. In fact, statistics suggest that the average American spends over an hour on their favorite platforms every single day. They research companies, connect with family members, and share updates about things that matter to them. Regardless of the platform, social media always provides companies with a wide array of useful features.
Facebook and Instagram recently added the Stories function. This feature allows pages to display certain content for 24 hours at a time. Stories tend to generate a lot of engagement because they’re short, sweet, and easy to glance through quickly. Pages can include GIFs, links, music, slider bars, polls, and questions on these temporary Stories. Users can then react to them with an emoji or send a comment straight to the page owner. Instagram also allows pages to add Stickers to their Stories which serve as direct calls to action for users. For example, pages can prompt visitors to make a purchase without ever leaving the app. Using all the available features will help you build relationships, boost engagement, and generate leads from social media.
One of the best parts about these digital channels is the amount of data they provide. Most platforms collect data on reach, impressions, engagement, clickthrough rate (CTR), demographics, and user activity. Understanding these essential social media terms takes some time, but it’s worth it in the end. Without spending a single dollar, businesses can gain insight into the performance of their content and adjust for growth. However, a little bit of money goes a long way on social media.
Affordable Advertising
Many social media platforms offer paid advertising options. For example, Facebook allows pages to “boost” a post for as little as $1 per day. Boosted posts display to wider audiences than those currently following a page. Pages can also directly target users by demographics like age, interests, and location.
Paid ads can radically increase the reach of social media posts. There’s almost no limit to the number of people boosted content can be shown to. Business Pages can also customize ad campaigns with specific goals in mind. This is crucial for new product launches, seasonal promotions, or time-sensitive events. Let’s say you’re offering a big sale next month. Organic posts are a great way to spread the word, but you can easily reach more people by boosting. Even small ad budgets can have a major impact, quickly attracting thousands of new users to your content. This often translates to a low cost per click and a successful campaign. When paired with a landing page or website link, these ads are much more powerful. Paid content is a cost-effective way to gain more clicks, promote campaigns, and grow brand loyalty over time.
Instagram, LinkedIn, and YouTube also offer advertising services. The minimum ad spend on Instagram is either $1 per day for impressions, or $5 for clicks and engagement. LinkedIn requires $10 per day and the minimum lifetime budget for new campaigns is $100. In contrast, there’s no minimum amount to advertise on YouTube. However, it follows a cost-per-click/view model, meaning you only pay when users see or engage with your ad. There are many types of YouTube ads with various costs, so be sure to do your research.
Social Media Works
Facebook and other social media channels changed how companies market themselves. These freely accessible resource hubs make it easier than ever to connect with new and current customers. While organic content isn’t always as impactful as promoted posts, it does show a company’s authenticity. Finding your voice on social media is one of the best things your small business can do to boost its online presence. If you could use some help in this area, we encourage you to contact us for support.
*Originally published on September 10, 2020
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