The services I get asked about most often are always related to social media and online communication. Small business owners know that effective online communication is key for staying connected with their customers and growing their brand. However, when you have so much on the go, it can often fall by the wayside. Many small business owners also fall into the trap of only posting on social media, thinking that that is a sufficient overall marketing strategy.
It's important to remember that social media is just a communication tool; it is not a complete marketing strategy and won't give you the same results that a cohesive marketing strategy can. Another thing to keep in mind is that social media platforms and algorithms change all of the time, which is another reason why social media should only be one element of your overall marketing strategy.
So, how do you go about building a marketing strategy? Here are some key steps:
Research & analysis - situation, competitors, target market
Establish goals
Develop marketing strategies and tactics
Determine your budget
Evaluate and adjust as needed
From there, you can integrate your social media presence into your overall marketing efforts.
Where does social media fit into your marketing?
I know that keeping up with social media can place a lot of stress on small business owners, especially when it feels like there are more important things on your to-do list. Instagram, Facebook, Twitter, Pinterest, YouTube, LinkedIn, the list goes on - there are so many platforms and only so much time in the day.
The most important thing to keep in mind is that any platform you choose to be on is going to take time, effort, energy, and resources. Before getting started on social media or adding another platform for your business, be sure to consider why you want to be there and if you have the capacity and resources to support it. It is not necessary to be on every platform, but it is necessary to do a good job when you are there. Using a content calendar to map out your content on various platforms can help align your social media posts with your overall marketing strategy.
While social media can be very beneficial for connecting with customers—and I would say all businesses need at least some social media presence—you need to look beyond your social posts to grow a brand and grow your business. If you need help developing or implementing a marketing strategy, reach out to us to help get you started.
