If you're running a small business, you might not be able to afford to have an expensive marketing agency managing your social media strategy. Still, there are many things you can do yourself to make sure your company gets noticed. I needed a few tips on internet marketing so I picked up the phone and made a call to one of the best in the business, Bryan Scott, the owner of Rockstar Marketing. He and his company manage accounts for the biggest names in the business. One of his clients has well over 4 billion views on YouTube alone. Throughout our conversation he listed a few things that really stuck with me. So, here are a few tips to help you.
Establish your short and long term goals
Have a serious talk with your partners or your employees and determine what you need to improve. The first thing would be sales, obviously, but you also need to consider brand awareness. Is your product unique? Market it as such. If you're selling generic items or services like a thousand other companies, think about how you can make people choose you over your competitors. What's your edge? Quality? Price? Do you deliver faster than your rivals?
Watch your competitors like a hawk
Remember, having competitors who target the same people can be a really good thing, you can look at what they are doing and see what is working and what is not working, using this valuable info in your own brands marketing strategies. Find your competitors, if you are not sure who they are, its ok. There are lots of incredible tools out there that can help you find the competitors you might not have been aware of. Still not sure who your competitors are then find the biggest fish in your niche, they must be doing something right huh?
Understand and know your audience
To be successful in today's digital world, you need to be present and very active on many social media platforms, not to mention a dynamic but user-friendly website. If you're selling products aimed at women over 50, focusing on Instagram, for instance, is pretty much useless, as half of the users on that platform are in the 18-44 age range. For the over 50s, Facebook should be your platform of choice, although you could also try to get yourself noticed on Pinterest. “Scott said, Understand your brand and what message you want to send to your followers, You need to hyper target your audience, know everything about them, where do they live and work, what they like…Everything”.
Use great content, quality photos and videos
Content is king, it's not just that a picture is worth a thousand words, but you have to consider that people on social media have a very short attention span, Scott said “We now have the attention span of a goldfish, thanks to the little device we keep in our pockets” and if you don't catch their eye with a great photo or video, they will skip your post altogether. Try to use original images for your posts as people are sick of the generic copyright-free ones they've seen a thousand times already.
Balance your content
Nobody likes to see their social media feed full of 'Buy this' and 'Buy that' posts. People understand you're trying to sell them stuff, but don't be too obvious about it. If, for instance, you're running a gym, you should not limit your posts to that. Great content is beneficial in many ways. Offer your followers interesting news about athletes and sports competitions, since they're obviously interested, or post about the benefits of various workouts. Not only does it increase engagement, but it gives you ideas of what your customers enjoy seeing. Preferably, use your social media to post links to articles you publish on your website's blog section, as this will get them to visit your page and discover products they might like or need.
Engage with your followers
Keep in mind that social media is all about friends, real or virtual. You want to be friends with your followers. If someone comments on your post, make sure to acknowledge that at least with a Like. If someone asks a question about your products, offer a quick response and thank them for their interest. Another way of increasing your follower base and your reach is to organize online contests, encouraging people to tag their friends for the chance of winning a discount coupon or a freebie. People love that sort of thing, and they'll gladly share a post if they hope to gain something out of it. That's free publicity for you.
Maybe the most crucial tip on social media marketing is that you need to be very active. If you schedule a post every Monday, you might as well give up. Nobody will remember it on Tuesday. Remember, the problem with short attention spans is that if you're not there, people will forget you even exist.
Huge Thank you to Bryan Scott from Rockstar Marketing in Destin, Florida for taking the time to answer a few of my questions.