Last week we spoke about how social media marketing can benefit SMEs. However what we didn’t tell you exactly how to build your social strategy to even begin reaping these benefits. That’s why we decided to take a close look at our favourite SMEs on social platforms and how they market themselves.
They don’t sell
This is one of the biggest points on our list. Social media marketing isn’t about getting hot leads and sales. Obviously every SME wants a sale in the end however you need to think more subtly when it comes to social selling. No one wants to see your brand constantly pushing products and services. It’s annoying and looks rather spammy. Instead think of social as more of a brand awareness exercise than a fast sell. Search for hot topics within your industry and link your services and/or product with these. That way you’re still mentioning what your business is about but your combining it with topical conversation to make it more digestible.
They tell a story
Adding to the above point, it’s important you keep up to date with what’s going on in your industry. This is so that you can keep a finger on what people are talking about and what matters to them most right now. Use industry news and topics to tell your own SMEs story on social. Furthermore, make sure you add in your own content too – not just through social posts but also content marketing linking back to your website. Create content that is not only high quality, but also emotive. Make your followers think or feel something when they read your content. This is pretty much one of the only ways you can ensure your brand resonates with your audience.
They help the local online community
SMEs that are the most successful on social usually give back to their local online community in some sort of way. (When we say local online community, we mean your followers who are in close proximity of your SME, therefore ideal customers). This doesn’t have to actually be through giving something physically like a giveaway. You can instead just do a few simple things to make a impact. For example – support other local SMEs online, share helpful content with your followers or get involved with relevant discussions.
Consistency is key when it comes to a successful social media strategy. First of all ensure that the messaging within your content is consistent with your brand values, cementing a strong theme throughout your posts. This creates a stronger brand rather than mixed messages that can dilute your social impact. As well as there being consistency in your messaging make sure that there is also consistency in your frequency. Don’t sporadically shoot out a few posts here and there, set up a schedule and stick to it. This shows that you’re a committed SME who people can expect hard work and dedication from.