Social Media Marketing

Small business owners are always asking, "How do I know which social media channel to use?" and more often than not, they are not receiving the right answers.

They sign up for Facebook and make a few lacklustre posts here and there, sign up for Twitter and start to follow other users listlessly with no real strategy. They see no increase in revenue or sales and they feel frustrated and give up.

The most important thing about social media is learning to use it effectively.

Some suggest that taking cues from the big boys is the best way to model social media strategies for use on the small business platform.

There are three low-budget, basic strategies to start with:

• Use social media as a listening tool- listen to your customers, your industry, your niche, etc.
• Find where your customers are and "Go Deep"…be relevant in the most powerful niches rather than spreading thin across multiple channels.
• Create content with viral potential…content that will keep people talking is the most powerful. Avoid being a "virtual soapbox".

Intuitive listening is one of the most effective overall strategies when it comes to social media marketing. Active listening should always lead to action and interaction.

Consider these buzzwords when it comes to creating worthwhile content: inspiration, interesting, innovative, informative and helpful.

Social media content that works to generate leads is very multifaceted. Building commentary, posts, likes, etc. is the best way to engrain brand name recognition and loyalty.

This will not be easy, nor will it be quick. According to one particular study it is "30 times easier to get into Harvard then it is to get into Facebook's news feed."

Beef up your chances with promoted posts which will help build a customer base by targeting specific niches.

Create multimedia-based content. As they say, a picture is worth a thousand words! Photos and videos also provide a 'real-life' connection that can be lacking with virtual marketing.

Always be sure to tie your offline marketing back into the online media and vice versa. Make your advadvertising work for itself!

Social media sites have "ecosystems" of their own. Take the time to understand each site's intricacies and customise each message to cater to the particular ecosystem.

By Mike Reddy, Business Coach

Mike Reddy is a Chartered Accountant, business coach and advisor helping businesses in Sydney, Melbourne, Brisbane and Gold Coast to easily increase their profits and cash flow. He is currently President of the North Sydney Chamber of Commerce, a Regional Councillor for Sydney North East and a member of the Institute of Chartered Accountants Sydney leadership team. As well as advising businesses, Mike presents business development seminars and webinars and is regularly contacted by the media to comment on small business matters. You can connect with him on Facebook, Twitter and Google+.