As consumers continue to be saturated with content online, marketers say gaining and keeping followers is a key challenge, according to HubSpot. How can small business owners stand out from the crowd? Experts say it requires understanding, strategy and time.
Desiree Martinez, creator economy strategist for The Kast Agency, has worked in the social media space for 15 years. During the simpler days, when most of the digital world was busy “poking” friends on Facebook or debating whether to add their mother to their cyber circle, she was teaching businesses how to use social media to their benefit. She explains that understanding where your audience spends their time scrolling is critical to connecting to the people behind the screen.
“You first need to know who your buyer is, and then you need to reverse engineer what that demographic of that person is,” Martinez said. “That is how you will then create content for the audience to attract so that ultimately they become buyers.”
For example, the demographics for a makeup line and an accounting firm could be significantly different, one having more engagement on Instagram and the other on LinkedIn. Once you know your audience, you can pinpoint where they are digesting content.
Another professional who frequently advises clients on social media strategy is Lyndsey Akers, founder and principal of Akers&Co. Before launching a social media push, she asks clients to first decide:
- What they want to be known for,
- What kind of brand do they want to cultivate, and
- What type of business do they want to build.
However, she adds, entrepreneurs should also weigh the cost for success.
“While the opportunities for social media are endless, content creation can become overwhelming and time consuming,” Akers said. “Business owners should be introspective and honest about their own capacity, their team’s expertise, and certainly their marketing budget.”
For businesses looking for audience connection, Akers says consistency and collaborations.
“Consistency is key to growth and building an engaged following,” she said.
She recommends collaborating with brands that have similar values to positively promote awareness. Charliemadison Originals, a military spouse-owned jewelry business, does this well by frequently partnering with other organizations. By customizing an organization’s own bracelet, then advertising on both of their platforms across all channels, these collaborations increase visibility.
Social media is an effective tool for small businesses, especially for startup ventures trying to establish brand awareness but growing a following can be difficult. By identifying who your target market is and where they go for information, entrepreneurs can adapt a strategy to their needs.
