Where to start
when it comes
to social media

When you start a project, you have to have the right tools for the job. Social media is no different. Yet, we see so many small businesses expect to see it drive sales through their door. Or even worse, when it doesn’t, give up on it altogether.

So let’s talk about how social media fits into your marketing plan.There’s very few businesses out there making all of their sales from organic social posts. Especially after the first few months of capturing the low-hanging fruit of friends and family that are following and sharing your pages.

But social media remains an essential tool leveraged by global brands for a reason.
When you start a project, you have to have the right tools for the job. Social media is no different. Yet, we see so many small businesses expect to see it drive sales through their door. Or even worse, when it doesn’t, give up on it altogether.

So let’s talk about how social media fits into your marketing plan.There’s very few businesses out there making all of their sales from organic social posts. Especially after the first few months of capturing the low-hanging fruit of friends and family that are following and sharing your pages.

But social media remains an essential tool leveraged by global brands for a reason.
Here’s how we like to think of social media when we work through marketing strategies with our clients:

1) Reach new audiences
There once was a time when a high-performing post might be found on the For You Page or Home Page of Instagram or Facebook. Today, those chances are slim to none. And when they do release a new feature, like Reels, they will often push its organic reach for a reason: they want users to use it. But with time and increased competition, the chances for success on that are slim as well.

So how can you reach new audiences?

Collaboration.

Whether it’s partnering with a complementary brand or using influencers in your space, it is still very possible to grow your audience. We find these opportunities for collaboration also spark some of the best ideas, leaving the strongest impression on the audiences. Don’t be afraid to think outside of the box and come up with something new! The point is: just posting without collaborating will be a long, uphill battle for any brand.
2) Building brand equity

What if we told you how your brand is perceived can actually drive the bottom line for your business? Good designs and polished feeds are more than just fluff, they can have a very real impact on your business.

Customers are careful with their reputation. Making recommendations and referrals is putting their own reputation on the line. Crafting a curated image establishes trust not only with new audiences but also with your existing customers that you are a reputable brand.

Also, perceived value can affect how much you can charge for your products or services. Ever walk into a store and feel like the price tags didn’t match the level of service or atmosphere you’re in? Brand perception helps make sales conversations easier to be had.

Lastly, brand equity reinforces market share. When you think about your market, no one knows how many sales their competitors have. But people will notice who is investing in their image. Being seen as the best goes beyond the number of reviews you have. Social media is an important way to help establish your brand’s value.
3) Engage with your customers

Engagement is a term used a lot in marketing. But what it boils down to is an ongoing conversation with your customer base. When looking for feedback on your business, this can be incredibly valuable to have a customer base willing to give that feedback.Strong engagement also means a loyal customer base, more likely to refer your brand or leave a review when prompted. It also means, for most, a higher likelihood of coming back when they need your products or services again.
‍
Lastly, brand equity reinforces market share. When you think about your market, no one knows how many sales their competitors have. But people will notice who is investing in their image. Being seen as the best goes beyond the number of reviews you have. Social media is an important way to help establish your brand’s value.
4) Gain valuable business insights

Social media offers data that businesses would have to spend thousands on to know their market. The tools these platforms offer for free will let you know exactly who and where your brand and its offerings are connecting with.Often, brands have an idea of their target persona. The insights from social media platforms on your audience will tell you if you’re hitting your market or if it's time to adjust your communication strategy.
5) Insights for more efficient ads
When it is time to put out ads for your brand, those insights from your social media pages can help with your top-level strategy. But, advertising platforms are also able to use your followers as a base to match their target audiences. This makes your advertising efforts more effective and efficient.
6) Create call to actions

While we never recommend leaning on social media as a sales channel, when it is time to prompt sales or new releases, pushing these on your feed is a great way to spread the word with your existing followers and past customers. Asking of your audience regularly through your feeds is a sure way to exhaust your audience and ruin your chances of engagement. However, with a give-give-take approach to social media, when it is time for a push around an offer (out of stock, new release, or sale) it is a great tool to help drive conversion.
When it’s time to consider how much to invest in your social media, the best way to get the most bang for your buck is to have an integrated plan that uses social media as a tool alongside other pieces like email or influencer marketing. Social media can be a valuable piece to your marketing strategy when used correctly with the right expectations of how it can help your brand reach its goals.
Let's get in touch

There isn't a one-size-fits-all approach to advertising for businesses. . Dive in to learn more how we fundamentally look at available channels.

ADVERTISING 101

How to find your brand's target personas and craft a message that sticks. Time for Communication Strategy 101.

BUILDING OUT PERSONAS
Our work
AboutWorkIDEAS
Our Projects
Co-opcowtown
Follow ALONG
FacebookInstagram
All rights reserved
© OLD PAL 2024