This week, LET’S SOCIALIZE!, kicking off with a 101 refresh on Who, Why and What about Social matters to startups.
Social media itself isn’t a new topic on Get Scrappy, but it’s still an underutilized tool amongst the SMB community. Why? The below info graphic couldn’t state the challenge more simplistically – limited time and know-how.
Practically-speaking, it’s near impossible for any lean marketing team to build, manage and optimize multiple social channels. So why not start small, then build out?
Here are a few tips for getting started, or optimizing what you already have up and running.
1. Focus on the BIG FIVE – Twitter, Facebook, Google+, LinkedIn and Pinterest.
Not only are all of the above proven out, but they also serve unique purposes in your larger marketing strategy.
- Twitter is your virtual PR arm. Use it to engage with new prospects and to announce major service or product updates.
- Facebook is your personalized conversation tool. Those closest to you – friends and colleagues – can participate in the conversations you’re creating and help champion your brand and most valuable B2B/B2C messages.
- Google+’s value is yet to be fully determined, but it does (near term) increase your rank and exposure in social search. Postings here may be less frequent, but worthwhile none-the-less to establish brand and industry cred.
- LinkedIn is the most powerful B2B tool you’ll get, for free. Not only leverage it to engage your business peers, but also take advantage of Groups and Q/A to build awareness of what you and your business are doing.
- Pinterest. It’s all about visualization with this one. And free traffic at scale, if you have product images or relevant business inspirational pieces to draw attention to your startup/SMB.
2. Build with the intent to scale.
Don’t assume this is a one-man job forever. You’ll kill yourself trying to tweet/post on a regular basics. Instead, focus on find what works for your business (e.g. what topics gets the larger response rates), repeat those successes and hire someone specialized in communications and copywriting to help you manage it long-term. (A part-time hire to start is sufficient until you have a larger marketing team or KPIs in place.)
Do you spend your hard-earned dollars on Facebook ads?
Huffington Post – Small Business challenges their value. Facebook Ads Help Some (But Not All) Small Businesses: Survey Says.
I say, it depends. What this article/survey does make us think about is whether every SMB gets an ROI out of it. Of course not. No one marketing tool benefits every single business/marketer that uses it.
But the why it doesn’t always work is a combination of many things:
- How compelling the messaging was (the ad itself)
- How well targeted the ad was (to the right people, or targeted at all)
- What the CTA (call-to-action) was intended to accomplish (or whether there even was a CTA)
- If the ROI expectations were even fair to what banners ads can do on an already noisy, crowded social network
But I say, don’t give up. But don’t splurge your dollars and be selective about when you use Facebook ads. For larger events/promotions or when you are first launching a Fan Page, they’re very useful to draw new followers and users. Outside of that, are you just trying to achieve popularity? You might be sorely disappointed with the results, if so.
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