If you’re starting a new small business or brand right now, online marketing is the most important thing that you can do for brand visibility. There are many different approaches that you can take, and I’m going to outline a few ways that you can start planning your social media and online marketing right now.
1. Make It Personal
People get attached to brands when they can get attached to the story or message behind it. So try to make your social media accounts have a touch of your personality included. Starting a business or brand is often a very personal affair, and making it personal can be as easy as going on your Instagram story and posting cute pictures of what you’re doing throughout the day or making a one minute vlog on Tik Tok about what goes into packing an order for your online shop.
2. Make a Blog
Even if your main marketing tactic is to use social media to get new leads, 60% of marketers agree that inbound marketing, or blog content, is what attracts the most high-quality leads. If you use a social media account for shorter updates regarding your business and brand, try making high-quality blog content at least once a week that has different keywords that relate to your field. You can use your blog to link to your products, other blog posts, or to inform your customers about important developments in your field.
3. Know Your Objectives
One important thing to know before you start trying to market your brand or business is what you are trying to achieve with your marketing. Having a list of objectives can help you create and craft every single post with purpose. Some possible objectives could be connecting more with your audience, expanding or growing your current audience, finding what your audience is interested in, judging interest in a possible new product, or any other number of goals that your brand or business has. Being able to make a post and connect it directly to an objective or goal of your company will help you be able to make every post count.
4. Show Your Knowledge
In order to start a successful business, you will most likely need experience and knowledge related to your field. If you have the knowledge, why not use it to show your audience that you are an authority in your field? Using infographics is an easy and attention-grabbing way to show facts or statistics. For example, if you’re starting a business that offers helicopter rides or rentals, sharing that in the last decade there’s been a 38% increase in the number of helicopters owned by civilians could be an interesting way to share with your audience about what’s happening in your field while also showing that you’ve done your homework.
5. Know Your Audience
If you don’t know who you’re marketing yourself business or brand to, you are more than likely going to say something that sounds out of place or wrong to your audience. For example, if you’re marketing your brand to people who are a part of gen z, you won’t want to reference tv shows from the 80s because odds are that they won’t know what you’re talking about. Another example is that if you’re marketing your landscaping business, you should know that approximately two-thirds of landscaping projects in the U.S. are down on residential single-family homes, and you should market towards those that own their own home in a residential area. Trying to market to people in apartments or other areas where they can’t do landscaping projects would be fruitless and overall not give the results you want.
6. Focus On One Platform
Instead of trying to grow your following on every single social media platform at once, focus on engagement and growth on one platform at a time. This can also relate to knowing your audience–if you have an audience that is mostly based on Instagram, it would make sense to put your energy into growing your Instagram account. Make sure to promote your accounts on other social media platforms even if you are focusing your energy on one specific platform. Once you feel like you’ve reached your goal on one social media platform, you can begin to grow your following on another social media, but trying to grow all of your social media accounts at the same time will most likely overwhelm you and lead to burnout.
7. Plan Your Posts
Having a posting schedule will not only hold you accountable for creating a consistent stream of content, but it will also make your followers realize when your new content will be up. For example, if you start to post every Monday, Wednesday, Friday, and Sunday at 3 pm, your followers may start checking your account at those times to see what you’ve posted. Most social media algorithms also love consistent posting. YouTube is one platform that will recommend your videos to more people if you post regularly at the same time.
8. Get Inspiration From Competitors
If there is a brand that you are competing with, check out their account for some inspiration. Never directly copy your competitors, but getting ideas for things like post frequency, follower engagement, and the kind of content to post could be a good idea. If you look at their account objectively you can also figure out where they may be lacking and therefore be able to fill in the gaps they leave in the market. The more you know about your competition, the more that you can do to stand out from other brands and businesses.
9. It’s Quality Over Quantity
Although it may be great to post every day if you find yourself haphazardly throwing together posts just to meet your posting deadlines, you probably won’t be creating the quality of content that you want to. If you’re only posting two to three times a week on Instagram, but you’re posting really high quality, informative, and eye-catching posts, it’s much better for building your brand than putting up a hastily taken photo every morning with a caption that you barely read over. Make sure that you are putting thought and effort into what you are posting in the same way that you put time and effort into other aspects of your brand. Having a sloppy social media presence implies that everything about your brand is sloppy, and that doesn’t bode well for potential followers and customers.
Remember these tips when you’re building your brand online, and you’ll be golden! Whatever you do, keep the heart of your company’s goals and ideals at the forefront of your marketing planning, and you’ll stay true to yourself and your brand.