Social Media Marketing is a powerful and cost-effective communication tool for small business. It is an opportunity for organizations to position themselves as thought-leaders, increase online visibility and engage both existing clients and prospects. Unfortunately, maintaining a robust social media marketing program often requires a significant time investment and can become a drain on already limited resources. By following these three easy steps, small business can make social media marketing more manageable and reap the benefits of an effective online communications program:
Align social media marketing with strategic business goals
Social Media is not a stand-alone communication tactic. It is most effective when leveraged as part of an integrated communications program. After all, not every client or prospect is using Facebook, Twitter, YouTube, Pinterest and/or Tumblr for business. Before launching a social media marketing program, identify which platforms clients and prospects are using for business. With that data in-hand, look for opportunities to leverage the identified platforms to help achieve strategic goals. For example, if you are a public relations agency that finds your target audiences are avid blog readers and one of your strategic goals is to grow your base of commercial real estate clients, you can blog about topics such as ‘How PR can help to grow commercial real estate firms.’ This is an opportunity to demonstrate that your agency understands its target market while positioning yourself as a thought-leader.