Getting Started with Social Media Marketing

Having a business social media presence is becoming an absolute necessity. Starting with social media marketing as a small business can seem overwhelming, but with a well-planned strategy, it can be a cost-effective way to reach your target audience and build your brand.

Social Media should be a part of a small business owner’s overall digital marketing strategy. Here are some steps to get started:

1. Define your target audience and understand the demographics of that audience.
2. Choose the right platforms (social networks): Identify which social media platforms your target audience uses and focus your efforts on those platforms. It’s better to focus on a few platforms (social media channels) and do them well, rather than trying to be active on every platform.
3. Establish your brand identity: Decide on the tone, voice, and style you want to convey on social media. This will help ensure that all of your posts are consistent and in line with your brand.
4. Create a content calendar: Plan out the type of content you want to post and when you want to post it. This will help ensure you have a steady stream of content and keep you organized.
5. Produce high-quality content: Share valuable, relevant, and engaging content with your audience. This can include blog posts, images, videos, infographics, etc.
6. Engage with your followers: Respond to comments, messages, and reviews from your followers, and participate in relevant social media conversations. Building relationships with your audience is key to success on social media.
7. Measure and analyze your results: Use social media analytics tools to track the performance of your posts and determine which types of content are resonating best with your audience. Use this information to continually refine your social media strategy.
8. Be consistent and patient: Building a strong presence on social media takes time and effort. Be consistent with your posts and engagement and be patient as you build your following.

Remember, social media is just one aspect of your overall marketing strategy. It’s important to have a clear goal for what you want to achieve with your social media marketing, and to integrate it with your other marketing efforts. With the right approach and a little bit of time and effort, social media can be a powerful tool for small businesses to reach their target audience and grow their brand.

What Are the Best Social Media Platforms for Small Businesses?

The best social media platforms for small businesses will depend on several factors, such as the target audience, the type of business, and the goals of the marketing campaign. However, here are some of the most popular and effective platforms for small businesses:

1. Facebook: With over 2.8 billion monthly active users, Facebook is one of the largest and most widely used social media platforms. It’s a great platform for small businesses to reach a large, diverse audience and engage with customers through posts, comments, and messaging.
2. Instagram: With over 1 billion monthly active users, Instagram is a highly visual platform that’s particularly well-suited for businesses in the fashion, beauty, and food industries. Instagram allows businesses to showcase their products and services through eye-catching images and videos.
3. Twitter: With over 330 million monthly active users, Twitter is a fast-paced platform that’s great for real-time updates and engaging with customers. Small businesses can use Twitter to share news, promotions, and industry insights, as well as to respond to customer inquiries and complaints.
4. LinkedIn: With over 700 million monthly active users, LinkedIn is a professional networking platform that’s great for B2B businesses. LinkedIn allows small businesses to connect with other businesses and professionals, share industry insights and thought leadership, and build their reputation as experts in their field.
5. Pinterest: With over 400 million monthly active users, Pinterest is a visual discovery and planning platform that’s great for businesses in the home décor, fashion, and food industries. Small businesses can use Pinterest to showcase their products, share tutorials and tips, and drive traffic to their website.
6. As of 2023, TikTok had over 1 billion monthly active users worldwide according to Insider Intelligence. It is also one of the fastest-growing platforms because of its increasingly popularity among younger generations and has expanded into new markets. TikTok’s user base is highly engaged, with many users spending hours per day browsing and creating content on the platform. This makes TikTok a powerful marketing tool for businesses looking to reach a large, engaged audience and build their brand. However, as with any social media platform, it’s important to have a clear strategy in place and to continually monitor and adjust your approach in order to achieve the best results.

These are just a few of the many social media platforms available to small businesses. The best platform for a small business will depend on their specific goals, target audience, and type of business. It’s important to carefully consider your goals and resources before choosing a platform, and to continually monitor and adjust your strategy to ensure success.

Small Business Tips for Marketing on Social Media

Here are some tips for social media marketing:

1. Define your target audience: Who do you want to reach with your social media marketing efforts? Knowing your target audience will help you create content that speaks directly to their needs and interests.
2. Create a content strategy: Plan out the type of content you want to post, when you want to post it, and on which platforms. Consistency is key when it comes to social media marketing, so be sure to stick to your content schedule as much as possible.
3. Make use of visuals: Visual content, such as images and videos, tends to perform better on social media than text-based posts. Consider incorporating visually appealing graphics, infographics, and short videos into your content strategy.
4. Engage with your followers: Respond to comments and messages from your followers, and participate in relevant social media conversations. Building relationships with your audience will help you establish a strong online presence and foster customer loyalty.
5. Track your performance: Use social media analytics tools to track the performance of your posts and determine which types of content are resonating best with your audience. Use this information to continually refine your social media strategy.
6. Collaborate with influencers: Partnering with influencers in your industry can help you reach a larger audience and increase your social media visibility.
7. Be human: People are attracted to authenticity and personality. So, don’t be afraid to let your brand personality shine through in your social media posts. This will help you build a stronger connection with your audience.
8. Stay up to date with the latest trends and changes in the platforms you are using, and adjust your strategy accordingly. Social media platforms are constantly evolving, so it’s important to stay on top of changes and make adjustments as needed to ensure your marketing efforts remain effective.

Organic Social Media Marketing Versus Paid Marketing

Organic social media marketing refers to the practice of promoting a brand or product on social media platforms through content creation and engagement, without the use of paid advertising. This can include creating and sharing original content (such as blog posts, images, videos, etc.), engaging with followers, and using tactics like hashtags and influencer marketing to increase visibility and reach.

Paid social media advertising, on the other hand, refers to the practice of using paid advertisements to promote a brand or product on social media platforms. This can include display ads, sponsored posts, promoted tweets, and other forms of paid media that appear in a user’s social media feed. Paid social media advertising allows businesses to reach a specific target audience, increase brand awareness, and drive traffic to their website.

The main difference between organic social media marketing and paid advertising is that organic marketing relies on creating and sharing valuable content to build a following, while paid advertising uses paid promotions to reach a wider audience and drive more immediate results. Organic social media marketing can be a slow process, but it can result in a more engaged and loyal following, while paid advertising can quickly increase visibility, but may not result in the same level of engagement and loyalty. Both organic and paid social media marketing have their own strengths and weaknesses, and the best approach for a business will depend on their specific goals and resources.

What is Influencer Marketing on Social Media?

Influencer marketing is a form of marketing that leverages the social media following of an individual, known as an influencer, to promote a product, service, or brand. This can be done through sponsored posts, product mentions, or content creation in collaboration with the influencer.

The idea behind influencer marketing is that the influencer’s audience trusts their opinions and recommendations and is more likely to take action as a result. By partnering with an influencer, businesses can reach a large, targeted audience and build their brand in a way that feels authentic and credible.

Influencer marketing can be an effective strategy for businesses of all sizes, but it’s important to choose the right influencer for your brand. The influencer should have a large, engaged following that aligns with your target audience, and should be someone whose values and style are a good fit for your brand.

Additionally, it’s important to have a clear agreement in place with the influencer, outlining the terms of the partnership and the expected results. Influencer marketing can be a cost-effective way to reach a large audience, but it’s important to choose the right influencer and to have a clear strategy in place in order to achieve the best results.

How to Measure Success for Your Small Business from Social Media Marketing?

Measuring success on social media can be challenging, but it’s important to track and analyze performance in order to continually refine and improve your strategy. Here are some key metrics that small businesses can use to measure success on social media:

1. Engagement: This refers to the interactions between your business and its followers on social media, such as likes, comments, shares, and mentions. High levels of engagement indicate that your audience is interested in and responding to your content.
2. Reach: This refers to the number of people who have seen your content on social media. A high reach indicates that your content is being seen by a large number of people, which is important for increasing brand awareness.
3. Click-Through Rate (CTR): This refers to the number of clicks on a link divided by the number of impressions. A high CTR indicates that your audience is finding your content relevant and valuable, and is taking action as a result.
4. Conversion Rate: This refers to the number of people who take a desired action (such as making a purchase or signing up for a newsletter) after seeing your content on social media. A high conversion rate indicates that your social media marketing is effectively driving business results.
5. Social Media Traffic: This refers to the amount of traffic that is driven to your website from social media. A high amount of social media traffic indicates that your social media marketing is effectively driving visitors to your website.
6. Audience Growth: This refers to the increase in the number of followers, fans, or subscribers your business has on social media. A steady increase in audience growth indicates that your social media marketing is effectively attracting new followers and building your brand.

It’s important to remember that not all metrics are equally important for every business, and that the most important metrics will depend on your specific goals and objectives. For example, a business that is focused on driving online sales will place more emphasis on conversion rate, while a business focused on building brand awareness will place more emphasis on reach and engagement.

It’s also important to track metrics over time and to regularly evaluate and adjust your strategy based on your results. With the right approach and attention to detail, social media can be a powerful tool for small businesses to reach their target audience and achieve their marketing goals.

What Content Attracts the Most Followers on Social Media?

The content that attracts the most followers on social media varies depending on the platform and the target audience. However, there are some general principles that are effective across platforms and can help you build a following:

1. High-quality content: Whether it’s a video, image, or written post, the content you share should be high-quality and visually appealing. Make sure your images are clear, well-lit, and properly framed, and that your videos are well-edited and engaging.
2. Relevant content: Share content that is relevant to your target audience and that they will find interesting or useful. Consider what topics your followers are interested in and what type of content they are likely to engage with.
3. Authenticity: Be authentic and true to yourself in your content. Don’t try to be someone you’re not, and don’t be afraid to share your personality and opinions. People are more likely to follow you if they feel that you’re genuine and authentic.
4. Consistency: Post regularly and at consistent intervals. This will help you build a following and keep your audience engaged. Consider creating a content calendar to help you plan and schedule your posts.
5. Engagement: Encourage engagement by asking questions, running polls, and responding to comments. The more you interact with your followers, the more likely they are to follow you and share your content with others.

By following these principles and continually monitoring your results, you can attract more followers and build a strong, engaged community on social media.

Understanding Different Content Formats

The popularity of different content formats on social media networks can vary, but here are some of the most popular formats across different platforms:

1. Images: Images, particularly high-quality and visually-appealing photos, are very popular on social media networks such as Instagram, Facebook, and Pinterest. Images can be used to showcase products, share behind-the-scenes glimpses, and tell stories.
2. Videos: Videos, particularly short-form video content, are extremely popular on social media networks such as TikTok, Instagram, and Facebook. Videos can be used to demonstrate products, share tutorials, and tell stories.
3. Text Posts: Text-based posts are still popular on social media networks, particularly on platforms such as Twitter and LinkedIn, where users tend to prefer concise and to-the-point updates.
4. Live Videos: Live videos, where users can broadcast live to their followers, are becoming increasingly popular on social media networks, particularly on Facebook and Instagram. Live videos can be used to host Q&A sessions, give product demonstrations, and share live events.
5. Stories: Stories, a type of short-form content that disappears after 24 hours, are popular on social media networks such as Instagram and Snapchat. Stories can be used to share behind-the-scenes glimpses, showcase products, and share short updates.

By experimenting with different formats and sharing a mix of content, businesses can reach a wider audience and build their presence on social media networks. The key is to understand what your target audience prefers and to share content that is high-quality, relevant, and engaging.

Optimize Your Social Media Content Format to the Particular Social Platform

The format of content that social media users prefer depends on the platform, the audience, and the type of content being shared. However, here are some general tendencies across different platforms that will help your content stand out:

1. Instagram: On Instagram, users tend to prefer visually-appealing content such as images and videos. High-quality photos and short videos are popular on this platform, particularly in the fashion, beauty, and travel industries. Instagram is also a great platform for short-form video content, such as Reels and IGTV.
2. Facebook: Facebook is a versatile platform that supports a wide range of content formats, including text, images, videos, and live videos. Users tend to prefer visually-appealing content, but also engage with text-based posts, particularly those that are thought-provoking or newsworthy.
3. Twitter: Twitter is a text-based platform where users tend to prefer short, concise posts that get to the point quickly. Twitter is a great platform for sharing quick updates, news, and thoughts, and for engaging in real-time conversations.
4. TikTok: TikTok is a video-based platform where users tend to prefer short-form video content. The platform is particularly popular for music, dance, and comedy videos, and users tend to engage with creative, visually-appealing content.
5. LinkedIn: LinkedIn is a professional networking platform where users tend to prefer text-based posts and articles. Content that is thought-provoking, educational, or newsworthy is popular on this platform, and users tend to engage with content that is relevant to their professional interests.

In general, it’s best to use a mix of content formats and to experiment with different types of content to see what resonates with your audience. Keep in mind that the key to success on social media is to share content that is high-quality, relevant, and engaging to your target audience.

Are There Any Apps to Help Manage Multiple Social Media Networks?

Yes, there are many apps available that can help businesses manage multiple social media networks. These apps, also known as social media management tools, can help businesses streamline their social media efforts and save time by providing a centralized platform to manage all of their accounts. Here are a few popular options:

1. Hootsuite: Hootsuite is a popular social media management tool that allows businesses to manage multiple social media accounts from one central platform. It offers scheduling and publishing features, as well as analytics and reporting capabilities.
2. Buffer: Buffer is another popular social media management tool that allows businesses to schedule and publish content to multiple social media accounts from one central platform. It also provides analytics and reporting features to help businesses track their performance.
3. Sprout Social: Sprout Social is a comprehensive social media management tool that provides businesses with a range of features to manage their social media presence, including scheduling and publishing, engagement, and analytics.
4. Later: Later is a social media management tool that is specifically designed for Instagram. It allows businesses to schedule and publish posts, as well as track their performance and analyze their audience.
5. Tweetdeck: Tweetdeck is a social media management tool that is specifically designed for Twitter. It provides businesses with a dashboard to manage their Twitter accounts, including scheduling and publishing, engagement, and analytics.

These are just a few examples of the many social media management tools available. The key is to find a tool that works best for your business and that offers the features and functionality you need to effectively manage your social media presence.

What are Costs to Advertise on Social Media Networks?

The cost of advertising on social media networks can vary greatly depending on a number of factors, including the platform you choose, the target audience you’re trying to reach, and the type of ad you want to run. Here’s a general overview of the cost of advertising on some popular social media networks:

1. Facebook: The cost of advertising on Facebook can range from a few cents to several dollars per click, depending on the competition for ad space in your target audience. Facebook offers a range of ad formats, including image and video ads, as well as various targeting options, which can also impact the cost.
2. Instagram: The cost of advertising on Instagram can be similar to the cost of advertising on Facebook, ranging from a few cents to several dollars per click. Instagram also offers a range of ad formats and targeting options.
3. Twitter: The cost of advertising on Twitter can range from a few cents to a few dollars per click, depending on the competition for ad space in your target audience. Twitter offers a range of ad formats, including promoted tweets and promoted accounts, as well as various targeting options.
4. LinkedIn: The cost of advertising on LinkedIn can be higher than on other social media networks, with the average cost per click ranging from a few dollars to several dollars. LinkedIn offers a range of ad formats and targeting options, as well as the ability to target specific job titles and industries.
5. TikTok: The cost of advertising on TikTok can vary, with the average cost per click ranging from a few cents to a few dollars. TikTok offers a range of ad formats, including in-feed videos and brand takeover ads, as well as various targeting options.

It’s important to note that these are just general ranges and the actual cost of advertising on social media networks will vary based on your specific campaign and targeting goals. Additionally, social media networks may offer discounts or promotions to attract new advertisers, so it’s always a good idea to check with the platform directly for the most up-to-date information on advertising costs.

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Kim Laderer

President at Felene Inc

Kim Laderer is the President of Felene Inc., a national distiller of premium spirits. As President, Kim heads national sales and distribution operations.

Kim is a single mom who had held a senior IT position for 17 years at market-data giant, NPD Group in Port Washington, New York until 2022 when the company was sold to rival Information Resources Group of Chicago. Earlier in her career, Kim also held information technology positions at Pall Corporation and IBM.

Kim’s story is a classic tale of true grit and incredible work ethic. Starting out as the Felene social media director in 2019 (while still holding a full-time job), Kim quickly assumed the added role of New York regional sales director in 2020. During a period of the pandemic when many retail and hospitality businesses were shut down, Kim managed to on-board dozens of strategic accounts. Within a year, Kim built a vibrant sales territory and the logistics infrastructure to support sales, distribution and continuity. After leaving her position at NPD in 2022, Kim was appointed company president and became a principle shareholder in the company.

Kim now oversees sales, marketing and logistics for the company’s operations in five states including: Florida, New York, Colorado, California and Texas.

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