Social Marketing for Small Businesses

The use of social media for small business marketing purposes has exploded in popularity over the past couple of years. Across industries and locations, companies are using a variety of fresh platforms to share ideas, opinions and information.

In this changing small business marketing landscape, companies can reap many benefits when they adapt to meet these new challenges - and embrace the opportunities that come along with them.

Advantages of social marketing

Low cost. Using social marketing to promote your company is generally inexpensive and can provide a significant return on investment. However, to be successful on social media platforms, business owners should be prepared to devote adequate time to these endeavors.

Increased visibility. As people link to and comment on the material you have posted on social media sites, mentions of your business spread across the web. The result can boost brand awareness and enhance your reputation.

More traffic. As your firm's visibility increases, it will drive more traffic to your website, particularly if you target your messages to a particular customer segment.

Enhanced targeting. You can use social media to focus on specific demographics relevant to your industry. For example, if you sell baby items you can target new moms who regularly participate in online parenting communities.

Boost in links. The more links to your company's website spread across the internet, the better for search engine optimization purposes. You can reference your own web address when posting to social media sites, as well as reaping the benefits of others who mention your url as well.

Customer insight. Engaging with your customers via social media platforms can give you a direct line into their thought process. Have you ever wanted to poll your core demographic about their likes and dislikes? Here's your chance.

The viral advantage. These days, a lot of people have become accustomed to seeing advertising wherever they go, making it harder for a particular business to make an impact using traditional means. A company that creates interesting, timely content may see their message go "viral," reaching a wider audience through word of mouth.

Blogging

Since hitting the scene several years ago, blogs have continued to gain influence and create a potential arena for small business owners to do what they do best - talk about themselves, their business and their industry. They also provide a valuable opportunity for companies to interact directly with their customers, who can post comments and questions.

You can use a blog to introduce new products, gather survey information, inform people about trends in your sector or even speculate about competitors' activities. The personal nature of a blog means you can adapt it to your own needs.

Even if you don't maintain your own blog, you can follow others within your industry and post meaningful comments at the end. Make sure you include the name of your business and a link to your website along with your post. This strategy can help you reach potential customers who may not know you exist - yet - and build traffic to your site.

Social news and bookmarking

Social news and bookmarking sites are online communities where users submit articles and media they want to share with others - and the public determines how highly each story ranks based on voting. Essentially, this can be a great way to promote your blog or other original content from your business' website.

Before you start posting to one of the social news and bookmarking sites, do some research to find out which ones are most suited to your industry.

Online video

People love to be able to see something before they buy it - and video is a great way to enhance customers' experience of a product. Two-dimensional photos are no match for a video experience.

Other opportunities for small business marketing video footage include a tour of your office, a demonstration of your business' services in action, testimonials from satisfied customers or a clip of you describing the mission behind your company.

In addition to posting these videos on your website, they can be syndicated on YouTube and other popular video sharing websites. Don't forget to spread the link to your videos by using other social media.

Social networking websites

You may think of a site such as Facebook or Twitter as a way to connect with friends, but these services can also help you build a community around your business. Think of it as an unfussy way to network, as well as deepening relationships with existing clients and customers.