Hard work is an understatement when it comes to running a small business, especially if you are just starting out or taking on multiple roles. With so many factors to consider, social media is often overlooked – it may not seem worthwhile posting online when you have more pressing matters to manage.
However, social media should be top of mind as we live in a technology driven world. Social media is a well-established and reliable way to promote brands and reach target audiences. Finding a strategy that works for you will become an irreplaceable asset to your business structure.
Follow these simple steps to become a social media expert, which will put your business ahead of your competitors and add to your business’ overall value.
Why is Social Media Important?
In 2021, social media is essential for your business to be recognised. If your business is not active online, it will be difficult for customers to find your products or services. Many people now use social media to inform their purchasing decisions, in that they can read reviews and research the benefits of certain items before buying.
For a small business in particular, it is even more important to be present on social media. To accurately reflect what your business is all about, clearly define your purpose and values. Establishing your brand’s voice, reinforcing your ethos, and connecting with customers allows you to create genuine loyalty with your base.
Approaching Social Media as a Small Business
As a business tool, understanding the value that social media has for small businesses is the first step to success. If you are just starting out, here are a few ways to help grow your social media profile.
- Decide what matters most
All the technical jargon of metrics and analytics can be daunting. One way to measure your social media success is through the number of followers you have, as well as the number of likes and comments on your posts. However, these figures may not be what best serves your company. Ask yourself, what are you hoping to achieve with your social media account? If your answer is to connect and build relationships with your clients, then having a huge following should not be your top priority. By focusing on a small, connected community, you will see a growth in your customer base through word of mouth and positive referrals from previous clients.
Try tailoring your posts to give your customers a behind-the-scenes insight into your business and implement different methods to increase interactions within the comment section. For example, encourage your followers to tag their friends or respond to prompts.
Remember, social media should be used in the way that best benefits you and your unique business. Your profile should not have the exact same look as your competitors – find the methods and aesthetic that works for you and build from there.
- Focus on what works
Quality is more important than quantity. Posting ten times a day will not necessarily benefit your business if it does not capture your audience. Instead of only advertising your products, you may wish to share your story, such as what inspired you to start the business, what you aim to achieve, and how appreciative you are for every follower. Sharing quirks of your day-to-day business life increases the personal factor, and you may find that this is what your audience enjoys.
Make a plan for your social media strategy. Consider things such as the type of content (videos, photos, and text), the platform to use (Instagram, Facebook, YouTube), and the optimal time of day to post. If you know what is working, this will make your job easier, and give you more opportunities to grow.
- Develop an authentic brand identity
Building an authentic brand identity is vital to build your business and your social media presence. When creating a social media voice, ensure it is genuine and reflects your core values. How customers view your brand depends on the tone and approach you take.
Keep in mind what you share on social media should reflect the aesthetic and identity of your business as a whole. Jumping onto various trends because they are popular will not benefit you if they do not reflect your brand identity. Do what comes naturally, plan ahead, and remember the direction in which you want your business to grow.
- Prioritise customer service
Social media presents endless opportunities, and one of those is the ability to demonstrate your dedication to customer service. Your social media is an open book for the world to view. Customer queries and complaints are visible to the public, and how you approach these will reflect on your business. Staying professional and friendly as well as replying to customer issues or concerns in a timely manner are vital. Accepting feedback, whether it is positive or negative, will be beneficial and helpful for you to grow your brand. It is important to gain the trust and respect of your social media community, so see every comment to build your business.
- Consistency is key
Staying consistent is crucial when posting online, however this does not mean you need to overload your social media with content. Make a weekly plan of what you can manage and stick to it. Strike a balance that is right for you and your followers.
Engagement with your profile will increase as your customers become more familiar with your social media presence and brand identity. Once you have established a routine, the process of content creation and publication will become easier.
The Bottom Line
Social media is an incredibly useful tool to increase the growth and presence of your small business. As your business expands, you will come across challenges where the future of your business may have to be considered. This could be a change in direction, additions to the team, or perhaps the possibility of selling.
If this is the case, we recommend getting a professional business valuation completed. This will accurately determine the overall value of your business, and its potential.
An independent business valuer will conduct a comprehensive analysis of your business finances, the current market industry and any external variables which could influence the value. Speak with our team of experts to help grow your customer base and create a clear brand image, which can set you in the right direction.
“The opinions expressed by BizWitty Contributors are their own, not those of BizCover and should not be relied upon in place of appropriate professional advice. Please read our full disclaimer."
