MOST small to medium enterprises understand that a social media presence is essential to the growth of their business.
It’s a way to connect with existing customers and engage potential new customers. It’s also a great opportunity for the business to position themselves as experts in their field; sharing information and knowledge.
However, most of these enterprises do not have the budget for a dedicated marketing expert, and as such, are learning as they go along. For business owners in this position, it is essential to embrace any educational opportunities available to them. Websites such as thinkwithgoogle.com offer detailed expert advice and opinion, and can be a highly valuable resource for any business owner looking to enhance their digital marketing.
Locally, companies such as APN’s ARM Digital Marketing Solutions offer affordable digital marketing solutions tailored specifically to each businesses’ needs, size and budget.
Many businesses find that after a time/cost/benefit analysis, it makes more sense to engage a company such as this, rather than attempt to navigate digital marketing themselves.
One very basic yet essential learning every business, no matter its size, needs to understand is that effective social media is about the audience, not the business.
In its report Top 5 Social Media Mistakes Small-Business Owners Make, American Express advises:
“Social media is not all about you — it’s about the people you’re trying to interact with. Take a look at just about any social network, and you’ll see a lot of ‘Here’s my new product’ or ‘Read my new post’ or other ‘me focused’ efforts. While you definitely want to use social media to get the word out within the confines of your objectives, you also need to make sure you’re sharing other content that will appeal to your audience. Just sharing content that’s about you will put you on the fast track to losing connections.”
When posting content, businesses need to ask themselves one key question: what’s in it for my audience? Whether it is informative, entertaining, inspiring or educational, the trick is in keeping the focus firmly on the reader.
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