The following strategies work across the board, but are specifically inspired by the Midwest attitude. "Laid back" isn't the right approach to growth.
I keep reading the negative version of this article. I can't tell you how many times I've seen "The Top (insert # here) things your business is doing wrong", or some variation of such. Not everyone responds to the doom and gloom of the negative. I'm here to point out to you the positive things that could happen in 2016, IF you adopt and implement new strategies on Social.
1. Expand your customer base - If you're not utilizing Facebook (and even Twitter) for paid reach services, you're missing out on a whole world of clients. You're also missing the boat on consumer spending trends. We live to shop online, avoid the hectic lines, and have joy delivered to the front door. Social marketing tools allow YOU to bring that joy. Ten years ago, the analysis of your marketing money was based on guess work and assumption. You paid for what you HOPED would attract your ideal client. Today, we can specialize your ad reach so that your ideal clientele is the only target. To an extent, at least 75% of your growth can come from this form of social reach. Nothing like this comes free, but its return is felt across the board. You must be willing to pay if you want to play. Your reach is simply determined by your effort and investment of time and money. Let me break it down.
ORGANIC REACH - Before social media, this was simply word of mouth. It's free, it's good, but most companies can't rely on it to pay the bills. Today, organic reach involves interaction with your "fan" base, and saying a little prayer that the interactions are shared, quoted, and reach a new avenue of clients. Organic efforts are a must, but are time consuming and won't provide the gratification you seek.
PAID REACH - SOCIAL BASED digital advertising can allow you to break down your proposed viewing base (i.e., those who see your advertisement) by so many variables. Imagine if a bulletin board on the highway was only seen by your ideal buyer, or you only paid based on the interactions of the ideal passers-by. Could that happen? NO. It can't. It won't. BUT in the digitalworld, we can program your ad set to focus itself precisely on a goal, and do just that.
If you invest only a few dollars into paid reach a week, your customer base SHOULD grow. It's an investment in your future. Make sure the message is on point, and a call to action is imperative. Let me repeat that; ALL CALL TO ACTION IS IMPERATIVE!
2. Bring (back) in repeat business - Once you have have your ideal customer, why let that go? Most businesses thrive off of the repeat customer. You should too. Utilize social reach tointeract with your loyal fan base.
Let's look at statistics. More than 75% of those utilizing the internet, in the U.S., are also using Facebook. 25% of our population also use Twitter. Any handout, informative e-mail, or advertisement MUST include a reference to your social media presence. And you must work to drive a cyclical presence between your formal web page and your social efforts.
You NEED to gain those "likes". Why? Likes don't bring in money, but the views that will be ensured from those single clicks can.
And in a world of instant affirmation, your followers ensure that visitors to your platforms are greeted by an existing presence. In other words, your "likes" serve as a portion of today's version of "word of mouth". A thumbs up from strangers means something. Capture the attention of the repeat customers.
3. Allows you to scout the competition - I'm not just talking about the business down the street. Social media allows you to see what similar businesses are doing, no matter if you feel they're serving your area or not. Utilizing simple searches via any good engine, or your social searches, will bring you into the world of similar business. You get a clear view into what others are doing. That can help an business to make smart decisions about the future.
Is your competition not utilizing Social Media? Then they're not competition right now. Seriously, if you're utilizing the reach of the social networks and your competition isn't, you have an easy win (to start).
Give it all you have in 2016 and you can blow them away with just a few clicks. But, knowing what the other guys are doing allows you to set yourself apart! Don't be part of the pack. Break off and be your own leader.
4. Stay current with trends - Okay, this is possibly the most overused term in all of social media; trending. The fact is, things that are here today and gone in a week aren't really trends. Someone's cute video may be all but forgotten when the next big things comes along. BUT, there are trends that can be followed. And you can create your own (to an extent). Utilizing tags and analysis of them allows you to see what's important to today's social consumer. Sure, not everything will apply to you and what you do, but it's important to stay on top of those trends so that you capture the market when they do apply to you. Yes, trends are that simple. They create demand.
5. Remain relevant - Hopefully if you're reading this, you at least understand the importance of a social media presence. I'll break things down quickly. Statistics don't lie. 271 MILLION people are on the internet in the U.S. Just over 200 million of those people have at least one Facebook profile. About 62 million users have a Twitter account. Let's just say, for a moment, that only 50% of those people are active on those two networks. That means one out of every 4 people you meet are ACTIVE on Facebook. One out of 9 is Tweeting. Do you think somewhere in those numbers lies a customer base? And that's just two major networks. People are watching YouTube videos, dialing into Periscope feeds, and scrolling pictures on Instagram. Somewhere in the vast sea of social offerings, ANY business can find its niche. Utilizing those networks to your advantage makes you, and keeps you, relevant.
Do you remember a time when a webpage was necessity? I'm not saying that's it's still not, but follow me here. in 2005, we searched the internet for a webpage, and on occasion followed the link on the page to a Facebook account. We're in a world of the reverse, now. Many of your customers search for your Facebook page and MIGHT follow to the webpage (if you're selling online, let's hope they do). It's a new world, and it's not changing any time soon. Social rules the marketing world. It allows consumers to see up to date thoughts, reviews, offerings, etc. AND, it's easy on the marketer. Updating a webpage, constantly, takes work and money. Posting to Facebook should take effort, but come on...it's still easier than updating lines of code.
So, using social media to remain relevant is important. Heck, I'd label it at a tie for #1 (with ADVERTISING). You cannot build a social media presence and sit on it. You must update. Views come based on content, and constant content updates. Use this great power to remain relevant in your marketplace. You cannot afford to let it go and pray people see it. Keep a constant presence and you'll do so much for your growth.
Now, those are 5 things that can change your outlook in 2016. Ignoring the social world is like closing your doors to 75% of those people trying to get in. Would you do that? Hopefully, the answer is no.
Do some research on the social networks that work for your specific business. Not every platform will work for every business, although, I think Facebook works for all.
For example, retail can benefit greatly from a number of options, not limited to Facebook. Check out Snapchat, Instagram, Twitter, LinkedIN, etc. Don't limit yourself when more exposure means more clientele.
With just a little work, 2016 can be a new venture for you and your small business. Develop your social media presence NOW.
meltonbeanne@gmail.com
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