Deploying Social Media on a Budget
Social media marketing is almost a requirement for businesses today — at least, according to many of the big-name marketing experts.
But, as a small business owner, you just don’t have the time, money, or employees to spare that the big corporations do. How can you run an effective social media campaign without breaking the bank, and still get your other business tasks done?
Know Your Customers
The most important step toward any successful marketing campaign, social media included, is to have detailed knowledge about your customer base.
Where do they spend their online time? What sorts of information/messages from you will they find valuable enough to share with their networks?
Knowing who your audience is, along with what’s important to them, will help you tailor your social media message. And a focused message that’s more effective at reaching your customers will save you both time and money.
Empower Your Employees
Because you’re working on a small business budget, you likely don’t have the extra money to have a dedicated social media strategist on staff. Instead, you’ll need to get creative, and get your employees on board.
Start by educating your employees about the message you want to present on your social networks. Come up with a list of best practices for social media use, and make sure everyone understands it.
By including your employees (or a small team of them) in your social strategy, you can share the work and prevent anyone from falling behind in their other work.
Get the Word Out
You’ve built your social networks, decided which employees will be monitoring them, and educated your staff on how to effectively use social media.
Now, how do you help customers find your profiles, and convince them to follow you?
There are several ways you can get the word out about your online presence, without spending a lot of extra money on advertising:
Encourage your employees who have direct contact with customers to point out your social media profiles. Adding a quick mention of your Facebook page or Twitter account is a great, no-cost means of letting customers know where to get in touch with you.
Add your social network links to your other marketing materials, both online and off.
Give customers an incentive to follow you, such as chances to win discounts or gift cards, or special sales only available via your social profiles.
Always reply promptly to customer concerns or comments on your social media accounts. By showing you’re easy to reach and that you care about connecting, you’ll boost your online reputation
Small businesses can be just as effective as their larger counterparts when it comes to social media marketing.
You’ll just have to be a little more creative with your budget tools and how you approach the platform, allowing you to save time and money.
By knowing which social sites your customers frequent, and working together with your employees, you can make social media work for your business.
Photo credit: homeaway.com
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