Social media is a powerful tool in your marketing arsenal. As a component of your overall marketing plan, it can create personal connections and engagement with your customers that is literally worth its weight in gold – if it is used correctly.
Small business owners often jump into social without any clear plan. This is one reason why social gets a bad rap for being ineffective or a waste of time. One recent survey found that 62 percent of small business owners say their paid ads on Facebook are missing the target.
However, the fault may lie in a poorly designed social strategy. In order to realize the benefits of social media, your campaign must be a coordinated effort that reinforces your business goals and aligns with your overall marketing plan. It needs to carefully address what you’re trying to achieve, pinpoint your ideal clients, and give your competition a run for their money.
There are countless online tips and tutorials if you want to develop campaigns and manage your social media marketing on your own. But being an expert at running your business does not necessarily make you a social media expert. And even if you do know your business inside and out, keeping pace with the rapidly changing social landscape could end up costing you valuable time and impacting your bottom line – and not in a good way.
Consider hiring a social media pro.
From potential customers to future business partners, vendors, and lenders, when someone wants to check out your business they go online. Every aspect of your Internet presence – from your website to your latest Instagram post – is critical to the perception of your brand as valuable, viable, and a leader in the marketplace.
Social marketing is a vital business function that requires specialized skills. Because business owners often undervalue the effectiveness of social media, they often fail to allocate the necessary resources – such as staff and budget. If you know that social media is critical to increasing brand awareness and generating leads for your business, it pays to invest in the best possible support.
Why should you consider outsourcing your social marketing to a professional? Because it’s not simply a matter of “being on social.” It’s about understanding which social media platforms are ideal for your client base; knowing what type of content should be created for a given channel; and, perhaps most importantly, being able to leverage the analytics so that you can continually course correct and improve the effectiveness of your social media campaign.
You get what you pay for.
Forbes reports that, depending on the size and goals of your business, the cost of a social marketing expert can be negligible compared to hiring an employee or training someone on staff.
And like many things in business, you get what you pay for. The more you are willing to invest, the greater your return will be. A social media expert will do far more than set up a profile and hope people will find you. They have the know-how to optimize your profiles, ensure that you are consistent with your message, start and join conversations, create and share stellar content, and manage your advertising.
When it comes to marketing their brand, many small business owners find it hard to allow someone else to take the reins. While we agree that it’s wise to be cautious about who you entrust with such a vital function, in the end it comes down to getting results.
We all have access to the same platforms and tools, and anyone can learn to tweet. But only someone with knowledge and skill can develop and execute the right social strategy to deliver on your business goals.
Need help mapping out a smart plan to boost your social status? Call us now.