Why Small Businesses Should Work Twice as Hard to Crush It on Social Media
Small businesses need to do much more to grow their following on social media. Here's how to do it effectively.
By Roy Dekel •
Opinions expressed by Entrepreneur contributors are their own.
While small businesses struggle to make social media marketing work for them, big companies have it easy. They can just get their name out there, and they're done.
In contrast, small businesses need to do much more to grow their following on social media — everything from making sure their website looks good to making sure their content is engaging and relevant to finding the right platforms.
Social media marketing isn't as effective when it's free
When it comes to social media marketing, small business owners are often left in the dark. Without the resources or expertise of larger companies, small businesses can struggle to utilize and maximize their efforts.
And when it comes to social media payments, the situation is no different. Small businesses often find themselves at a disadvantage when it comes to paid advertising. While larger companies can afford more clicks and conversions, smaller companies have fewer resources available for these types of campaigns.
In order for social media marketing to work almost instantly, you need to be able to pay for ads on various platforms. Some platforms require payment upfront, while others allow you to pay once you reach certain KPIs (like number of clicks or impressions). You can get started with free trials or free accounts, but in the end, if you want real results from your social media presence, you'll have to pay for it.
Related: Beginner's Guide to Social Media Marketing
Best ways for small businesses to handle social media marketing
While large companies and businesses can pay a significant amount for their social media marketing, you do not have to do the same. It's just that some things are beyond the reach of money. Here are a few valuable tips for small businesses to consider when approaching social media marketing:
Content is always king:
Social media marketing is always about good content. Many small businesses have been able to build their presence on social media by creating good content that resonates with their audience, rather than relying on paid advertisements alone.
This can be done by posting things like pictures or videos of your product or service in action, talking about the most recent pro-social actions your business takes or even just posting interesting facts about whatever industry or niche market you're in. The point is that these types of content create a relationship between you and your audience — and it makes them want to keep coming back for more!
Use social media to facilitate word-of-mouth (it should be a lot easier):
Word-of-mouth has always played a significant role in influencing consumer choices, but the advent of social media marketing has made it even easier for businesses to get their message out there.
Now you can use social media platforms such as Facebook and Twitter to make traditional word-of-mouth methods such as referrals from friends or family members reach hundreds or even thousands of people at once. This makes it possible for small businesses with limited marketing budgets to reach new audiences effectively.
Always remember that your content should revolve around this concept. Whether it is a simple reaction or a repost, your posts and creations should inspire others to take action. It's hard to create a buzz, but you'll never know unless you try.
Starting out is a chance to stand out:
Be unique, be real and be human. Starting a business begins with building a strong message, and communicating that message follows. Focus on your message first because social media is not something that will make your business grow overnight.
The internet is a place where there are so many identical concepts and ideas being thrown at once. One way you can stand out is to review what already exists and find a way to make it better.
Related: 9 Ways To Grow Your Small Business Through Social Media Marketing
If you want your social media presence to be noticed — and if you want people to keep coming back for more — you'll need to put in twice as much effort as large companies when it comes to social media marketing.
You can't just post pictures and videos and expect people to care about them (or even notice them). You'll need to learn how to engage people with interactive content that makes them feel like they're valued members of your community and not just another customer number on a spreadsheet somewhere.
The good news? The more work you put into it, the more your audience will appreciate what you have to offer!
