What’s something that can make or break your online presence? Your social media strategy. If you’re a small business owner, and are here to learn how to transform your social media game — you’re in luck.
Slinky Digital Agency recently started working with a local coffee shop that made a mean expresso, but their social media presence was seriously unpalatable. In just three months, they reported having a queue outside their shop door every single morning.
Let’s just say, I have some real-world gold wisdom nuggets to share about the magical world of social media strategy. By the end of this, you’ll have the info you need to give your social media presence a fabulous makeover.
Know Your Website Audience
You can’t target everyone. Who are you trying to reach with your social media strategy? Get specific. Imagine your ideal customer in your head. What do they look like, how old are they, what kind of work do they do, what kind of lifestyle do they have — get into the details.
Once you know your audience, look into how frequently they stay online, which kind of content is their favorite, which platform do they prefer, what time of the day is their social media scroll time of day — you know, detail.
How do we do it? Glad you asked.
We use tools like Facebook Insights, X Analytics, and Instagram Insights to learn about our customers. The insights are a great first step, and are incredibly useful.
NOTE: Relying on digital data isn’t enough. Talk to your customers in person, ask them about what they think about your social media presence. You’ll extract gold from that conversation!
64% of consumers want brands to connect with them — according to a study by Sprout Social. It drives consumer loyalty toward the brand and business. Nurture that connection by understanding your audience.
Choose Your Social Media Platforms Wisely
The more the merrier doesn’t apply to social media platforms. It might be tempting to jump into all of them at once, but hold your horses — that might backfire. Do you even need to be on every single platform?
Be wise and focus on strategy; on which platform is your specific audience most active? Use that audience research and narrow your focus.
NOTE: You might want to know that Hootsuite states that 60% of marketers called Instagram their most important social platform for attaining business goals.
That doesn’t mean it’s right for everyone. You might have a completely different market, Say you’re a B2B company, LinkedIn might be your place to shine. Targeting Gen Z? Dig into TikTok for gold. My point is, quality wins over quantity.
Plus, don’t ever let anyone put you in a box. Experiment. Start with one or two platforms, monitor performance, and adjust to optimize. Each business is unique, so is each business’s audience. See what works.
Content is King
It’s time for the million-dollar question: what are you going to say?
Creating great content is a mix of artistic expression and science. It needs to be engaging, valuable, and aligned with your brand voice. However, it also needs to be strategic.
Here’s a framework I like to use:
- 40% of your content should inform/educate
- 30% should entertain
- 20% should inspire
- 10% can directly promote your business
Being consistent about timing is about more than delivering value. Followers learn to expect new great content, so stick to a schedule to set silent expectations and brand reliance. We achieved this by using a detailed content calendar that allowed us to plan posts and schedule them beforehand. As a result, we stayed consistent, and were able to meet audience expectations of engaging content when events, holidays, and promotions showed up.
Content planning is important — I’m not the only one saying that. CoSchedule published a study stating that marketers proactively planning projects and campaigns are 356% more likely to report success. So don’t wing it — plan!
Engage, Engage, Engage!
Your social media platform is not a broadcast channel — it’s a two-way street. Engage with comments, ask questions, run polls, host Q&A sessions. The more you interact, the more your audience feels connected to your brand.
Engage beyond your own posts. Follow relevant hashtags, join Facebook groups, and participate in Twitter chats. Be a part of the community.
NOTE:: According to Sprout Social, 70% of consumers feel more connected to brands with CEOs that are active on social media. So show some personality and speak your brand’s unique voice. Be authentic, be human, and even a little humorous.
Visual Content
We are visual, easily-distracted creatures. According to several studies, visual info is processed over 60,000 times faster than text! Use visual content in your social media strategy to be remembered. And put some effort into creating eye-catching ones.
We use a smartphone with a quality camera, and experiment with lighting and angles to make simple things appear irresistible. We also create graphics using Canva and Adobe Spark, which are user-friendly tools that create pro-looking visuals.
NOTE: Video! According to Wyzowl, 84% of people say they bought a product or service after watching a brand’s video. A quick TikTok, an Instagram Reel, or a YouTube video — video content can transform your social media presence.
User-Generated Content
Many times, user-generated content (UGC) can end up engaging your audience better than your own content! Encourage customers to share photos with the product, or to mention you in their posts. Your brand hashtag can spread like wildfire.
Share the best of those photos. Promote them on your social profiles, your physical location, even your packaging. This brings you a stream of authentic content, and makes your customers feel like a part of your brand.
NOTE: According to Stackla, 79% of people say user-generated content highly impacts their purchasing decisions. So don’t underestimate the power of your customers’ creativity!
Pay Attention to Analytics
Data is your friend.
Most social media platforms offer built-in analytics and insights into content performance. Keep an eye on metrics like reach, engagement rate, and click-through rate. Understand the content that resonates with your audience. As we build and optimize our strategy, we include more of that content.
Remember, don’t get caught up in the numbers. Sure, analytics are great, but they tell an incomplete story. A post with lower reach might also spark a meaningful conversation with a potential customer.
NOTE: According to Sprout Social, 69% of marketers use social media analytics to guide strategy.
Spend a Little
You’re a small business owner, and every dollar counts — but social media is now more pay-to-play. Set aside a small budget for sponsored posts or social media advertising to significantly boost your reach. You don’t, however, need to break the bank. For some clients, we started with $50 per month for Instagram ads. Our follower counts grow by 25% in some cases, and oru clients see a noticeable bump in foot traffic.
Pro Insight: A report by Hootsuite states that 27% of internet users find new products and brands through paid social ads. That’s your cue to put a little money into your social media efforts.
Stay Flexible and Experiment
The social media landscape is constantly changing. What works today might not work tomorrow. That’s why it’s crucial to stay flexible and always be willing to experiment. New formats, different posting times, unique captions — experiment.
Keep what works, ditch what doesn’t, and always be on the lookout for new opportunities. Some quick and fun reels end up performing better than our regular posts!
Pro Insight: Social Media Examiner revealed that 81% of marketers plan to maintain or increase their use of Instagram Reels. Jump on new trends and features can deliver awesome results.
Final thoughts: Be Patient and Stay Persistent
Setting up a strong social media presence is not an overnight process. Strategic effort over time is all about consistently showing up, providing value, and engaging with your audience.
At times, it can be months before we even begin to see a rise in engagement for our clients. Once things pick up? They pick up!
Pro Insight: According to a study by Brafton, it takes 6-9 months to see results from a social media strategy. Keep going!
It’s all about identifying your audience, knowing what they like, choosing the right platform, and creating great content. Then, you wait…and the strategies will come together to build an engaging social media presence.
Social media is primarily about building relationships and community around your brand. Sales will follow.