For small businesses today, having a social media presence is an important part of an entrepreneurship strategy and essential to attracting new customers and engaging with existing customers.
But how do you harness the power of social media to build a brand following for your small business or startup?
Social media marketing mentorship is a great place to start.
MicroMentor’s mentorship program can connect you with experienced digital marketing professionals to guide you in how to grow your social media presence and build your brand on social.
Keep reading for tips on how to work with a mentor to build your small business social media strategy.
1. Set SMART Goals
It’s important to set goals for your social media presence. Remember why you are using these tools in the first place.
Social media provides a powerful platform for sharing your products and services, engaging with your customers, and attracting new customers.
That’s why it’s so important to have SMART goals for social media. SMART stands for:
A good example of a smart goal for social media marketing is, “We will increase our Instagram engagement by 5% by the end of the fiscal year.”
A mentor can help you determine what the right SMART goals for your social media strategy are.
2. Find Your Target Audience
Once you know what your goals are for your social media presence, you need to determine who your target audience is.
Do you want to reach prospective customers on Instagram? Are you hoping to network with industry leaders and influencers?
Determining your target audience can help you think about these key points of your social media strategy:
- What social media platforms you are active on
- The type of content you are sharing
- How frequently you are sharing content
- What information you share on your social media account
- Your brand voice.
It’s important to develop your audience’s personas so you can tailor your content to best attract your ideal audience.
Think about what your audience is looking for and what challenges they face. Research what other brands they follow on social media. Look at what these competitors are doing and think about how you can stand out from that.
Once you have your audience personas mapped out, talk them through with your mentor or a trusted colleague and incorporate any feedback you might receive.
3. Share Your Personality
What makes your small business or startup stand out from the competition and larger corporations?
In today’s social media cultural context, brands are rewarded for authenticity. So be human on social media.
Don’t be afraid to crack a joke or treat your followers like you might treat your friends.
Engage with your audience authentically—leading us to our next point...
4. Don’t Just Collect Followers—Build Relationships
One mistake that people often make when creating social media strategies is to assume that having more followers is better.
But quality is far more important than quantity when it comes to followers.
Having 500 followers who engage with you and your content will provide more long-term value to your business than 10,000 followers who ignore you.
Engage with the followers you do have. Ask them questions, respond to their comments and messages, follow them back and engage with their content.
If you aren’t sure where to start, here are some easy rules of engagement to follow for connecting on social media:
- Always @mention or tag people you reference
- Respond when other people @mention or tag you
- Answer any messages or questions you receive
- Reply or repost with comments to start a conversation
Social media is meant to connect—that’s why “social” is in the name. Build relationships with your followers the same way you build relationships in the “real world” and your hard work will pay off with more engagement.
5. Establish a Social Media Content Calendar
Utilizing a content calendar as part of your social media strategy can make your social media management much easier and more efficient.
A social media management tool is a great place to start in developing your content calendar and scheduling posts.
With a calendar and management tool in place, you can:
- Customize one post for multiple channels
- Schedule in advance and time your posting for maximum engagement
- See all of your content in one place to keep an eye on trends and repetition.
Making a schedule can help you to keep your social media presence organized and maximize your reach.
A mentor experienced in social media marketing can guide you through the different tools on the market to help you find the right fit for your business and budget.
6. Get Visual
Photo and video content can be intimidating but can take your social media engagement to the next level.
Don’t have access to or budget for a professional photographer or fancy equipment? Consider these tips for what kind of imagery to use:
- When taking images of people or products, good lighting can go a long way. Step outside to take advantage of natural lighting.
- Share photos of and from your customers—with their permission.
- Include team photos to add a human touch to your social media presence
- Take your followers behind the scenes with photos, videos, and livestreams of you and your team at work.
- Use a tool like Canva to create high-quality infographics or quote images.
7. Stay Active
Staying active on social media is a great way to grow your engagement. Some tips to help you stay active include:
- Prioritize your social media channels based on where your target audience is.
- Repurpose content, but make sure to change it up so it doesn’t feel repetitive for your followers.
- Utilize a social media scheduling tool so you don’t have to worry about creating new content every day.
- Establish a regular pace for posting that fits into your schedule.
8. Invest in Advertising
Social media advertising is one of the best ways to drive new customers to your brand.
In fact, MicroMentor brings in the majority of our new users through paid advertising on social media.
Whether you are running a targeted ad campaign on Facebook or developing an influencer marketing strategy for Instagram, an experienced digital marketing mentor can guide you through the ins and outs of growing your social media presence.
9. Connect with a Mentor to Grow Your Small Business Social Media Presence
Social media as we know has begun to shape the very world we live in today and can work to the benefit and determine how lucrative your business can become.
To its benefit, think about social media as a grassroots or homegrown form of marketing. The audience you can reach on social media has the potential to sway your financial outcomes significantly.
Luckily, MicroMentor has experienced digital marketing professionals to show you the ropes and help you develop your small business social media strategy.
Sign up for our mentorship program below.