How Small Businesses Can Kick Start their Social Media Marketing.
Firstly, let’s start with what is the definition of Marketing.
The Chartered Institute of Marketing states “Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably.”
A more current description we found is “Marketing is the process of establishing and maintaining relevance in people’s lives before they are ready and willing to buy what you sell.” This can be translated for both B2B & B2C markets.
Therefore, Social Media Marketing is the process of establishing and maintaining relevance of your product / service using social media (on which most Internet users have an average of nearly six accounts!)
Many small businesses use a scattergun approach across as many platforms as are available, and just post details about their products / service or current promotions. In reality, this approach is unlikely to yield many direct responses.
As a starting point, you first need to define exactly who you want to target (much easier if you operate in a niche market). Otherwise, how will you be able to write relevant content?
Once you have a picture of your target audience, you need to develop a basic strategy for your Social Media Marketing and establish:
- What do you want to accomplish? (what are your goals)
- A typical answer here could be to increase awareness to your target audience
- Or to strengthen word of mouth with existing customers / clients
- How can Social Media accomplish this? (objectives)
- You could produce original content relevant to the individuals from your target audience and utilise Facebook Ads to directly reach them
- You could create a Brand Advocacy Programme
Just like in the consumer world, B2B buyers are increasingly basing their buying decisions on peer recommendations. According to Google research, 60% of business technology customers search for peer testimonials during the decision-making process.
That’s why it’s important for B2B marketers to also include Brand Advocates in every aspect of their business. Your advocates hold amazing power. If you can guide their passion, you will achieve more high-quality referrals and drive your sales.
The most talked about brands / companies are those that create a special connection with their customers and promote brand advocacy.
Creating an advocate marketing program that motivates your happiest customers to promote your brand / company doesn’t have to be complicated. You could simply follow these three steps:
- Pull a list of customers / clients from your CRM, prioritizing those who’ve expressed positive feelings for your brand / company in the past.
- Email them and ask them to complete an act of advocacy, such as providing a referral or leaving an online review.
- Reward them for their efforts. For example, you can send them a sincere thank-you note, a gift card or something else.
This is just meant to be some food for thought to highlight how important it is to develop a strategy is when it comes to the marketing of your business, on whatever platforms you decide to use.
At KG Marketing Ltd, we specialise in helping small businesses that don’t have a full internal marketing function, but really need help with how their business, their brand, their products / services are marketed.
We get to know your business, form a strategic partnership and add value to your marketing, or even become your Marketing Department.