Social media presence has become essential in crafting effective marketing strategies for today’s businesses, all thanks to its massive potential in reaching wider audiences and establishing a company’s brand. In 2018, Facebook, Messenger, Instagram and WhatsApp counted 2.6 billion active users every single month. Twitter reported 326 million monthly active users over the same period. Indeed, the numbers don’t lie – a significant proportion of the Internet population is on social media. And each and every one of them can be a potential customer.
In 2019, part of setting up your new family business or boosting an existing one should be focused on preparing a social media strategy. In this article, you will find several tips to get you started.
Narrow your focus
Trying to do too much at a rapid pace can be overwhelming and counterproductive. It’s advisable to take small steps, especially in the fast-paced world of social media. Focus on one social media platform at a time until you have more resources and a better grasp of your current market. To determine the best network to start with, consider what your business does and which customers you plan on targeting. For example, the majority of millennials are on Instagram, while older adults tend to spend more time on Facebook.
In terms of content, the Social Media Explorer identifies the ideal platforms for different purposes. Textual content is more likely to gain traction on Twitter, but if you’re leaning more towards the visual side, then Instagram is your best bet. On the other hand, Facebook boasts the most number of users consuming multiple types of content. Assess your content purposes first and select your platform accordingly.
Create a social media style guide
A style guide will help your family business be consistent in terms of brand personality. It will also come in handy if your social media accounts are going to be handled by multiple people. Everyone needs to be on the same page instead of each one injecting their own personal style into the material and ending up with an image that is far from cohesive. A style guide also ensures easier delegation of tasks and responsibilities.
To start, a family firm should think of the business as a character. What are the character’s traits and interests? How does it speak? Take for example the global brand Tropicana, which maintains a positive and healthy image throughout its content. On the other hand, Oreo is smart and cheeky with its pop culture references and funny hashtags. It is vital for a family business to ensure its image is kept consistent throughout all online material. If the general tone is serious and informative, it cannot be casual and witty in other posts.
Prepare a content schedule
Before launch, it’s good to prepare a month’s worth of posts and establish a set of goals. However, you don’t have to strictly follow a schedule or pre-written posts, especially if you plan to make memes or other content based on what’s trending.
As for the type of content, The Manifest explains the importance of balancing organic posts and paid posts. Organic marketing involves content that maximises personality and has minimal promotions. The goal is to invite followers to engage or start a conversation with or surrounding the brand. Meanwhile, paid posts are essentially ads, and they’re useful for driving customers to a business’s website.
Examine the advertising options
Based on the chosen social media platform, it’s important to assess what advertising options are available. Once the company has begun branching out in the world of social media, it can also be good to take advantage of features that allow you to do more with less effort. A roundup of digital trends by Ayima explores Instagram’s new feature, which expands ads on Instagram Stories to Facebook. This lets businesses maximise their ad spending for a more holistic experience.
The advantage is that the company is not even required to have a Facebook account – as long as it posts and advertises on Instagram – and vice versa. If your business is only on Facebook, you can create an ad campaign that extends to Instagram and reach more people with less resources.
With these tips in mind, every family business can start planning a social media strategy and experiment to see what works for the brand and its specific needs.