Engagement: It's the most important part of social media, and for small businesses, it is one of the hardest things to achieve. How does a business without the financial resources of a Fortune 500 company stand out from the crowd? As daunting of a task as that might seem, the solution is actually very simple and cost effective.
Utilize your staff. When you encourage the members of your team to interact with your social media outlets, you instantly open up your efforts to a wider audience with an important ingredient: a connection. People who are not already clients of your business are more likely to explore your social media, and as an extension, your business, if they have a connection. Your staff members provide that connection. It takes your business from just another place in town to a place where they know someone.
Be visual. Social media posts that include images see an increase of 85% in interaction, which includes a 53% increase in "likes," 104% more comments, and on Twitter, 35% more retweets. In addition, it helps to vary the types of images you post; keeping it strictly business will soon bore and alienate your viewers. Highlight your team members, post old photos from your history, or ask your followers to caption a fun photo. The options with visual content go on and on.
Show your personality. Once again, don't burn out your followers with too much business talk. To quote Office Space, show your flair. A client has many options, so you need to show them why you are the one they should pick. When you show your personality to potential clients, they respond. Adding the human element to your social media will pay dividends in both the short and long term. Don't be afraid to ask questions - a call to action that encourages participation is a great tool to build rapport. That is the very definition of social engagement.
Timing is everything. Plan your content around the time of day your clients are most likely to be online with their personal accounts. Early evenings and the weekends are the best time to schedule content for maximum engagement.
Author: Nic Green
Position: Director of Social Media
Nic Green is the Director of Social Media at Business Promotion. He spent the early parts of his career involved in sales and marketing until luck introduced him to the world of graphic design. After attending Idaho State University for graphic design, he took his unique combination of marketing skills and the design talents he had developed out into the world to assist businesses in getting the most out of their advertising budget. At Business Promotion, Nic takes special pride in helping our clients stand out from the masses on social media with his combination of unique design and marketing knowledge.