SOCIAL MEDIA STRATEGY FOR SMALL BUSINESSES

STANLEY CHINKATA |www.stanleychinkata.com ~ 0 ~

 SOCIAL MEDIA STRATEGY FOR SMALL BUSINESSES

SOCIAL MEDIA
STRATEGY FOR SMALL
BUSINESSES
How Small Businesses Can Use Their Social Media Presence
to Sell Their Products and Services

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 SOCIAL MEDIA STRATEGY FOR SMALL BUSINESSES

Copyright 2022 © Stanley Chinkata.

No part of this book may be reproduced, stored in any retrieval system,

without the prior written permission of the author.

Printing or distributing this work without the prior written permission

of the author or publisher is highly prohibited.

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 SOCIAL MEDIA STRATEGY FOR SMALL BUSINESSES

Contents
Contents.......................................................................................... 3

Dedication....................................................................................... 4

Introduction.................................................................................... 5

PART 1
Introduction to social media .......................................................... 7

PART 2
What businesses can do with their presence on social media ....... 12

PART 3
How can small businesses use social media to market their products
and services, and engage potential customers? …......................... 16

PART 4
How does engaging content help small businesses grow their
customer base? ……………………………………….................. 19

Conclusion .................................................................................... 26

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Dedication

I
dedicate this book to all the small businesses who are trying to
sell their products and services through social media. Without the
help of social media, they wouldn't be able to reach out to so many
potential customers.

I know how difficult it is to put together a successful marketing

campaign on social media, so I hope that this book will help you find
your way.

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Introduction

M
ichelle has been working tirelessly to get her small
business up and running. Her company, Vloom-Vine, is
an online wine store that also offers an online tasting
room for customers to purchase wines.

To help promote her company on social media, she streamed live video
on Instagram, of parties where people were engaging in the tasting
process. The response was instant with followers engaging in the
livestreams and commenting with questions about how they could
purchase some of the wines. She then did a Facebook Live video of the
same party, engaging with viewers who had shown interest and
engaged with her business on social media.

After posting these videos, her followers increased dramatically and

swelled to over seven thousand new followers on Instagram - a
staggering number for a small business. Michelle has successfully used
social media to attract customers and turn them into followers of her
brand.

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In order to effectively sell their products on social media, businesses

have to start by establishing the image they want their company to
project online. They should then engage and educate their followers
on how they can purchase their product. Through engaging and
education, small businesses can turn passive followers into customers
who will make a purchase.

However, despite the plethora of opportunities available through social

media, many businesses fail to fully exploit these opportunities because
they don't know what to do or where to start - which is why this book
was written.

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Part One
Introduction to Social Media

T
he truth is, the idea of social media is not new. It has been
around for centuries, dating back to the Roman times, when
people wrote on walls using inscriptions and drawings. Social
media outlets like Facebook, Twitter, Instagram and Snapchat are
merely modern ways of connecting with other people in this digital age.
They allow you to share your thoughts and feelings with friends and
family, while also providing a space for self-expression.

Social media has become the most popular method for small businesses
to get their customers and potential customers to learn more about their
products and services, before making a purchase. Thus, it is important
for small businesses to explore the different ways in which they can
utilize their social media presence to promote their business.

Many small businesses will resort to spending thousands of Naira on

traditional forms of advertising, such as newspaper and television ads.
However, these methods don't usually allow you to target your
audience very well and they are incredibly expensive. With social

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media, you can engage with potential customers directly and spend
much less money than traditional means would cost you.

Aside the lesser cost, social media advertising provides an avenue for
an advertiser to target specific audience. Audience can be targeted
based on their sex, age, online behavior, brands they like, life events
and anniversaries, shopping history, celebrities they like, and a
combination of other online and offline events. This hyper-targeting
ability ensures that specific messages are crafted to appeal to a specific
audience.

What are the different social media sites?

As you already know, there are an incredible number of social media

sites out there; each offering something different to your business. You
need to choose which social media site suits your business needs. If
your target customers generally use Facebook, make sure you get
yourself a Facebook page. Ensure your profile is well optimized to
attract and convert potential customers.

For instance, the social networking site, LinkedIn, is useful for

business-to-business (b2b) companies. It is a professional network
aimed at those in the same field or industry as you. It allows customers

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to find the right products and services for their company, and helps
them connect with suppliers who can provide the expertise they need.
The platform lets you build connections with other businesses that
could prove valuable, if done correctly.

Building a business presence and connections on social media

platforms requires time and patience, but can prove valuable in the long
term. This is important, because, you are building relationships with
people who share an interest in your business area. Similarly, just like
how people build relationships in real life, building rapport is just as
important on the Internet too. All it requires is consistency. In general,
though, having a social media page on every site is better than not
having one at all.

How does a business decide what social media

network to use?

In a 2012 study by Nielsen digital experts, it was revealed that the top
three favourite social networks were Facebook, Twitter and YouTube.
One year later, in 2013, a survey showed that 42 percent of marketers
were focusing their efforts on these same top three social media
networks.

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There are a few different ways to go about it. One popular strategy is
to have an account on every major social media site out there. Why?
Because you are likely going to get more traffic through this approach.
Having multiple accounts allows you to interact with a greater number
of people.

If you post on Facebook, for example, your posts will only go out to
the people who follow you on Facebook. However, if you make a post
on Twitter as well, then it is going to reach an audience that is interested
in what your company has to say. As a result, you are more likely to
gain customers from more than one platform, as opposed to just relying
on one platform alone.

However, that is not the only way that businesses choose which social
media sites they should use. You can learn from your competition and
see which social networking site they make most of their money off of,
then focus all your efforts there. You can also look at your numbers to
determine which social networking site has brought in more numbers,
in terms of revenue. When this is determined, pay more attention to that
social networking site and scale accordingly.

Remember though, businesses need to constantly monitor what works

and what doesn't work, and tweak, in order to constantly improve their

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online advertising campaigns for the future. Finding a profitable

strategy today may not necessarily guarantee you profits in the future.

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Part Two
What businesses can do with their presence on social
media.

A
s the world becomes more and more reliant on social media
for everything from updates on our friends' lives, to political
commentary, it comes as no surprise that businesses are
taking advantage of the massive potential benefits of utilizing social
media.

Social media exhibits two worlds – one is a virtual online world where
people can interact with each other via posts and tweets, while the other
is an off-line physical world, where real communities form daily,
around shared interests.

It is within the physical world that sales are made, and it is up to the
business owner to leverage social media in a way that brings together
these two worlds.

So, what can businesses do with their presence on Facebook, Twitter

and YouTube? Three ways a company can use their social media

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platforms to generate sales is by creating awareness, advertising and

engaging customers.

1) Social Media for Brand Awareness: This entails creating a

campaign that will help you grow your following and create brand
awareness by marketing on all of your social media sites. This way,
when people search for your company, they will find your posts and
see what you offer.

An example of this is how BeautyCon uses their Instagram to gain new

followers. They post pictures daily using hashtags like #skincareaddict
or #nofilterneeded which has helped them reach over two million
followers. They also show the products they sell on their Instagram
stories which helps their viewers learn more about them and become
potential customers

2) Advertising: Businesses can advertise on Facebook, Twitter or

Instagram, and target specific audiences with specific messages that
match their interests. This way, businesses can reach people who are
already interested in their niche and they will be more likely to buy
from them.

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An example of this is how L'Oreal uses their YouTube to advertise.

They upload videos that are targeted towards specific people, like
young girls or women with dark complexion. By advertising this way,
they make sure the person watching is someone who could possibly be
interested in their products.

3) Attracting Customers: Small businesses can use their social media

platform as a way to attract customers, by asking questions or creating
polls that promote engagement between them and their followers. This
tells your potential customers that your business cares about what they
have to say and puts out an idea that there is room for dialogue between
the two of you.

An example of this is how Starbucks uses their Instagram Stories to

engage with their potential customers. They ask trivia questions, and
correct answers qualifies one for a draw. The winner arising from the
draw gets a free coffee. Their poll may seem simple, but it gets their
potential customers to engage with them, which is what ultimately
helps businesses get more sales.

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Do social media platforms help businesses generate

sales?

The answer is absolutely yes. Social media platforms definitely help

businesses generate sales. According to Hubspot, over 80% of
companies reported revenue growth because of their social media
marketing effort. These days, people rely heavily on social networks as
a source of information, as well as a place to hang out and have fun. To
be able to promote your product or service, you need an audience that
will actually see it.

This is where the social media comes in, as it provides an audience that
is most interested in your product or service, and by that, are most likely
to buy from you. With the help of social media platforms like
Facebook, Twitter, YouTube, Pinterest & Instagram (to name a few),
businesses are now able to reach their target market in no time. This
helps them make sales because they advertise on these platforms and
promote themselves with each post.

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Part Three
How can small businesses use social media to market
their products and services, and engage potential
customers?

W
e will go over examples of ways in which small
businesses can use social media to promote their
products and services. The possibilities are endless.
Here is a list of a few things that you can do:

 Build relationships with customers through online social media

sites. Remember, on the internet, it doesn't really matter what age
or sex one is, all that matters is that they are interested in your
product/service. All you have to do is to build rapport with them,
and eventually sell them something, when they are ready for it.

 Host contests on your social media profile(s), across various

platforms, where people have to share your contest post to enter.
This strategy generates interest from new people who have never
heard about your business before, and who knows, maybe, they
may become buying customers.

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 Offer discounts to new customers through your social media. This

strategy generates lots of first-time buyers, who are keen on
benefiting from the discount. This strategy works well because
the first sale is usually the most difficult. Once the first sale
happens, subsequent sales to the same customer is almost
guaranteed. You can build an online presence very quickly using
this strategy.

 Encourage customer feedback by asking them questions about

your products and services, or send them an electronic survey.
This will give you an insight into the things that they like and
dislike about what you are selling. The feedback can be utilized
to tailor your presentation to their exact needs, without having to
spend a lot of time guessing.

 Ask people to write about your business! There are plenty of ways
in which you can go about this - it's up to you how creative you
want to be with it. One method is asking customers for feedback,
while another is requesting testimonials from satisfied customers.
If done correctly, it produces great result.

 Offer free downloadable content for people who follow your

business on the various social media platforms. Free e-books are
a great way to start. Ensure that the e-book contains valuable
information that will be useful to your target audience.

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 Create infographics that contain useful important information

regarding your industry. Infographics are slightly graphical
versions of articles, that contain information that is generally
interesting or useful. The best way to do this is to research current
trends and events, then explain them to your customer base
through an infographic. Infographics have been proven to be
shared more than text posts on social media sites, so it will drive
traffic back to your business profile/page on social media
platforms, as well as your website. Your potential customers will
love learning something new from you every day. It is also
extremely cost effective to design an infographic - all it takes is
time, not money.

 They say a picture speaks a thousand words. If that is so, a video

will definitely speak a million words. Videos go viral on social
media platforms every day. When creating videos to post on
social media, make sure they are interesting and engaging. Videos
that are only 5 seconds long are not going to hold your customers'
attentions for too long. If it is a video of yourself engaging in
conversation, that is completely fine. The more personal a thing
is, the less likely people are to be turned off by it.

 Don't be afraid to go off the beaten path. For instance, if everyone

else is talking about how bad it is outside and you don't feel like

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posting something similar, then talk about how great the weather
is instead. After all, not everything has to be negative. If your
business can be bringing in the numbers without you having to
put down other people's products/services, then that's what should
be done. That way, more people will want to buy from your
business (and less people will want to buy from someone else’s.)

 People want to see what you have to offer before purchasing

anything from you. Thus, sharing high quality images that show
your business/product in action, This can help them get a better
feel of what they will be getting when they buy from you. Try
taking pictures of yourself working behind the counter or doing
some type of physical activity related to your business.

 If people feel like they can trust you, they will be willing to give
you money, in exchange for your goods or services. If you say
something bad about a competitor's products or services, then
there is a good chance that your customers will get turned off and
think negatively of your company. Thus, it is important to engage
your audience in positive ways.

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Part Four
How does engaging content help small businesses
grow their customer base?

E
ffective social media marketing campaigns is all about
sharing engaging content with your customers. This is the
best way to ensure that you are always in the minds of your
current and potential customers. If your customers and potential
customers are interested in what you have to say, they will share it with
others. If your target audience is sharing information about you online,
then that means more traffic to your profile, website or landing pages,
which means more people get to see what you do, and may likely
become customers.

A business can use its social media presence to create an image that
attracts potential customers through sharing content with them. When
they do read them, their engagement level increases tenfold, which
means that they are much more likely to buy from you.

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How social media has changed the game for online

stores

It is not enough anymore just to have your business presence online.

You need to include your audience as part of that experience. Social
media has completely changed the game for businesses. They now have
a lot more direct contact with their customers and can respond
immediately to any questions or comments. Social media has also
allowed businesses to cultivate stronger relationships with their
customer base and share offers, discounts and coupons in a more
personalized way than before.

Social media brought an enormous shift for companies, as it used to

take days (or even weeks) before receiving feedback on products and
services. With more direct access to who they're selling too, small
business owners can now monitor what each individual customer thinks
about their product and service offerings. They can collect feedback
more easily than ever before and this information is invaluable when
making decisions about future designs/product/services etc. Without
social media, businesses would be instantly blind to their customer's
thoughts and opinions of their brand, negating the chance of immediate
improvement.

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How to sell without being salesy

In a world where staying connected is easier than ever, social media

has quickly transformed into a business' best friend. However, while it
is important to use social media to expand your network and enhance
communication between you and your potential customers or
customers, there are some dangers that exist for businesses who are not
careful. One of these is being too aggressive or pushy when selling their
products or services. This is what we refer to as being salesy.

Being "salesy" is something that many businesses are guilty of. This
practice can be seen on social media, as well. People tend to pick
companies they like over those who continuously try to sell things to
them. You should remember that it is important to sell without
sounding like you are trying to sell. Your customers want to feel valued
and appreciated, they do not want to feel like they are under pressure
to buy from you.

If someone is unsure about purchasing something from you, don't try

to boost your own numbers by taking advantage of the situation. Allow
them to take their time. This way, you can build trust in your company
and create loyal customers who will come back time after time. This
ensures that your business comes across as professional, trustworthy
and likable. Being too aggressive when pitching products or services
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can reflect negatively on your company's social media presence, so

always keep it friendly and courteous instead of overly promotional.

You should not feel obliged to constantly slam your product or service
down the throat of someone just because they appear interested in it. If
people see too many posts about how great your business is, then they
may think that you are just trying to sell them something. As a result,
people are turned off by your company and it can have a negative effect
on your social media presence. Thus, it's important to share other
content too - not just posts about promotions.

Sometimes, it can be difficult for online businesses to sell their products

without coming across as too salesy. Although they may want to hype
up the fact that they are having a sale, this is not always good for a
company's image. Thus, it is important for business owners of these
types of businesses to find ways in which they can promote their
products, without having to come across as too salesy. For instance,
instead of forcing it down your target's throats, try promoting a sale by
making subtle references to it here and there throughout the day. By
doing so, you will keep your audience interested, without putting any
pressure on them.

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Another thing that you should do is try offering your audience

exclusive deals. This way, they will feel like they are getting something
extra special by purchasing your products, which will make them more
likely to buy from you.

To avoid coming across as being salesy on social media, make sure you
are professional while also trying to build good relationships with
potential customers. Following every little update of every single
customer is probably a bit much. Focus mainly on interactions that can
lead somewhere. Instead of incessantly tagging potential customers in
posts related to their interests, try engaging in conversations with them
instead by asking questions.

People are more likely to buy from businesses or people they can trust.
If customers feel that your business is an honest one, then they will be
much more receptive to all forms of communication with you.
Interacting on social media can help you do this. If people see how
accessible and helpful your business is, chances are they will start
trusting it more than before.

While it is important for your business to come across as professional

and trustworthy on social media, don't forget about the personality
aspect. Consumers want businesses that care about their customers'

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needs and interests. If you are too formal or rigid on social media, it
may hurt the customer relationship with you. Remember to be yourself
and make sure your personality is shining through while you're at it.

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Conclusion
F
or many online shoppers, the social media presence of a
business is what determines whether or not they are going to
choose to purchase goods and services from them. For this
reason, it is important for every business owner to find unique ways in
which they can engage their audience and keep them interested. By so
doing, they can use their social media presence to create a loyal
customer base and grow their business over time.

This book was written to provide information for business owners who
want to learn how they can use their social media presence to sell their
products and services. This book will be useful for owners of all types
of businesses and the knowledge in it can be applied to any type of
industry. All business owners should read this book, then with the
knowledge they got, promote their business online. This way, they will
have a better understanding of how social media works and will be able
to capitalize on it.

It is important for small business owners to understand that social

media is not just for posting cute pictures of your kids and pets. It is a
powerful tool for building your brand and reaching out to customers.
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The most important thing is to keep trying new things regularly (and
share content about these experiments regularly). Nobody knows what
will work until they try it - so why not take advantage of this? By
constantly creating quality content that gets shared by others online,
then you will definitely see more success when marketing your
business.

I hope you have learnt something new from this book and best of luck
with your business.

Cheers.

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