We know that social media marketing works, and some companies have developed excellent strategies for making the most of their social media channels. But how can small businesses or freelancers make use of this opportunity? I have compiled a 6-step-overview for you:
Choose your target group
Are you going for B2B, including networking, or B2C? It makes sense to tailor your strategy to one of these two, as your content is likely to differ depending on who you are addressing. Your output will be more relatable and clearer for your followers if you speak to them at the same level of expertise. Also think about what you want to achieve: do you want to sell, raise awareness for your brand or get in touch with your community?
Choose your platform
Depending on your objective, you should choose on which platform your company or you personally will be represented. Consider the different platform features and requirements: while LinkedIn is a strongly professional platform where business insights are exchanged, Instagram is all about the visuals. While LinkedIn allows you to link articles and business presentations to your page, posts on Facebook and Twitter quickly vanish and remain unseen, as you can only tag 1 post to the top of your page. These considerations also include the question of whether or not you should have a business page instead of a personal account. More on this in an upcoming blog post.
Develop a strategy
If you want to convince others of your product or service, a targeted approach is most likely to achieve results. Hence, developing a proper strategy is very important. This could include different campaigns that cover a certain period of time and all use the same kind of media or general corporate identity. You can also decide to use certain channels for certain topics, whereas other channels are used for social listening only.
Get your content out there
Now it’s time to start publishing. Coming up with new, trendy and fresh content can be very difficult. So why not recycle some old material that is still relevant for your target group? If you have a blog, for instance, you can turn your blog posts into visually appealing social media posts.
You can also publish content from your exisiting website and shine a new light on texts that you had already written for this purpose. There are lots of ways for reusing existing material. However, coming up with new ideas is also important. Do some research on what’s trending and create your own material that is of interest to your target group. However, you should refrain from directly advertising your services.
Do some social listening
Social media is great for finding out about your target group’s interests and needs. Look into pages they follow, groups they are active in and read what they have to say. This way, you will be able to adapt your content to what your target group is most interested in. Social listening is a very effective way of learning about your clients.
Interact with your community
And finally, here’s why social media marketing has the potential of being much more effective than any other kind of marketing: you are directly in touch with your target group. This is your chance to show the human side of your business or yourself as a freelancer and interact with your community. This way, you can create trust and special bonds with your followers and hopefully turn them into paying customers in the future.