Starting a Social Media Marketing Program for a Small Business

Social Media MarketingYou own a small business – maybe a retail shop or a professional services firm – and you keep hearing that social media marketing is the way to go to get and keep customers.  But you don’t know where to start.  With so many new social networking sites, it can be confusing.

Don’t give up!  Social media marketing was made for businesses like yours – businesses that want to connect with potential customers, engage them in a dialogue and build the kind of relationship that leads to long-term business success.

The important thing to remember is that, like any other public relations or marketing venture, you cannot dabble.  You have to commit for the long-term.  And it may be best to designate one person or an outside agency to manage your program because, if done correctly, managing social media sites will take many hours per week.

That said, you definitely need to get on board.  But which sites should you start with?  Let’s keep it simple and start with these three:

Facebook.  According to American gangster mythology, when asked by a reporter why he robbed banks, Willie Sutton replied, “because that’s where the money is.”  Well, Facebook is where the people are.  It’s the top social site for referral traffic.  You can’t afford not to be on it if you are trying to reach potential customers.  But just having a Facebook page won’t get you anywhere.  You need to have a “call to action,” an opportunity to share, post photos and videos, and ask and answer questions.  Make your current and future customers feel as if they are a part of your business.

Twitter.    Got a sale coming up?  Have a special two-for-one pricing on meals or drinks?  Want to share a great tip on filing taxes?  Hear of a new trend?  Tweet all of the above – and more – in 140 characters or less.  Also, you can tweet relevant and interesting articles, start a poll, re-tweet customer comments, and on and on.  The important thing is to have an ongoing conversation with your customers.

Company Blog.  Your blog isn’t really a social networking site, but it is your voice to the world.  How is it promoting your brand?  Do you post regularly, or do visitors see outdated information there?  Are you linking back to your social networking sites and website, or does it just sit there – like an orphan?

Writing a blog is a real commitment, and it can become a chore, especially if you aren’t comfortable writing.  You can invite subscribers to post as well, but don’t count on that.  The important point here is that if you can’t keep it current by yourself, hire someone who can.

Posted by Margot Dimond

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