Using Social Media to Grow Your Business

Social media has become one of the strongest tools available for businesses of any size to engage their existing customers and grow their overall customer base. However, with a range of platforms, each with their unique audiences and engagement methods, getting on the social media train may be intimidating, particularly for small businesses that are already strapped for time and resources.

Never fear, business owners. Utilizing social media to build customers is easier than you probably think. I’m going to go over four key points to getting started, and I’ll use Facebook as an example. Of course, you may find that Pinterest or LinkedIn works better for your needs, but Facebook is a fairly universal social media platform, so let’s start there and examine how to attract customers with it.

#1: Consider Your Objectives

Like any marketing campaign, maximizing your Facebook potential means taking a moment to consider your objectives and other big-picture factors. Are you looking to get more customers? Engage existing customers? Build your industry reputation? Perhaps all of the above? Because of Facebook’s wide reach with both individuals, organizations, and businesses, it can address all of those items and more.

Action: Think about your specific goals and how Facebook can help you achieve them.

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#2: Start Your Social Media Following

It’s easy to open a business account on Facebook. However, opening an account and maximizing its potential are two different things. For the foundation of your Facebook social media presence, start by making sure the account has proper details (location, photos, website URL, etc.) Then get started by inviting your existing contacts and connecting to appropriate individual users. Finally, make it discoverable via websites and platforms by embedding feeds and linking icons to it. (Of course, you’ll need a website first in order to embed anything into it!)

Action: Build the foundation of your account with proper meta data, links, and existing contacts.

#3: Grow Your Following

Once you’ve established the foundation of your Facebook presence, it’s time to press forward and grow your following. The simplest way to do this is to post regular content updates: status updates, news, fun facts/trivia, photos, short videos, and much more. Social media teams around the world allow their feeds to flex their creativity, and yours shouldn’t be any different. When posting content, consider what can be used to allow it to go viral — and when people comment on it, be sure to reply to continue that engagement.

Action: Use regular content updates of all kinds to engage audiences and push towards viral sharing.

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#4: Use Facebook Ads

Social media platforms offer unique advertising programs that make the best use of their unique features. In the case of Facebook, the specific demographic data on user profiles (age, education, location, marital status, friend circles, likes, etc.) Facebook’s ad program lets you target these specific segments, so if you’re looking to grow a customer base in a particular area, Facebook should be able to address them, either directly or indirectly.

Action: Look at the specific demographic areas you’d like to grow, then use Facebook ads to target them.

Need to Dig Deeper?

These four steps will put you in a position to succeed with your Facebook marketing campaign. Social media for small business comes with many more options to consider, including other platforms and how long-term branding strategies can sync up with your accounts. Which audiences do you want to grow? What conversion techniques do you want to explore? Forward Push has a free 53-page guide that details the 25 website ‘must-haves’ for driving traffic, leads, and sales. Check it out, and if you still have questions, then contact me and I’ll be happy to discuss.

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