You start your business and you throw up a Facebook page, an Instagram page, maybe other social media pages. Then crickets.
You posted some pictures of your products or talked about your service a few days in a row. More crickets.
What are you doing wrong? It isn’t wrong, but it can be better. AND you must have patience.
Many first-time entrepreneurs start a business without planning it out first. You need at a minimum to plan how your business will run (operations and management), review your costs and potential revenue (budget), and most importantly, how you will continually find more customers.
You can’t expect to be an overnight sensation without putting in the time to build your brand name and the planning to make that brand name stay in the minds of your customers.
Look at Walmart. It all started in 1950 as Walton’s 5 & 10. In 1962, they expanded to a larger store and rebranded as Wal-Mart. Over the next five years the company opened 20 more stores. So it took over 12 years for Walmart to grow.
I’m not saying it will take you 12 years!! But I am saying to lay the groundwork and don’t give up.
Let’s look at three pieces of social media marketing:
- Your primary message to customers, specifically your ideal customer
- Tips for getting started on Facebook and Instagram for first-time marketers
- Ideas for social media posts
Using Social Media to Connect with Your Ideal Customer
The goal of marketing is to get more customers interested in your brand. The goal of social media is to be, well, social. Mix the two together and you have social media marketing: gaining customers through strategic but genuine interactions.
Tailor Your Message to Your Audience
First, you need to know your customer – as a person. This isn’t about you or what you sell yet.
Who is the ideal customer for your business? Create a mental picture of this person. What age are they? Are they trendy? What kind of jobs do they have? NOW you have information you can talk with them about.
Consider the values and things that are important to your ideal person. Compare that to the values of your company to find what you and your audience have in common. Now, you have a discussion in the making! You will need more than one topic, but this is a great start.
Identify Pain Points and Offer Solutions
Next, you are ready to take a look at your business through the eyes of the person you envision as your ideal customer. What problem does the customer have that your business can solve?
Take time to think about this one. It is important to your future messaging.
Instead of “my customer wants to wear fashionable clothes” (or whatever you are selling), go deeper: “My customer is on a budget and wants to still look fashionable to build her confidence. She needs clothes that are versatile and can be used in more than one way so she gets more value for her purchase … day-to-night outfits.”
Write down why a customer would choose your business over the competition. Again, go deeper than “being friendly” or “affordable.” Those are good things, but most small businesses will tell you the very same thing.
Your Point of Difference
Your business must be different or unique compared to the competition. How do the values of your company and ideal customer align so you can offer something your competition doesn’t?
For example:
- Are you adding value to the customer’s purchase through recyclable shipping materials?
- Are you adding value by offering budget friendly, high-quality products that will last more than one season?
- Are you reaching out to customers after the sale to see how they like the product and to ask if you could do something more for them?
Find that one thing your business is doing better or different than the competition, and that is how your business is unique.
When you “mash up” the customer problem together with the reason the customer will shop with you, you create your “value proposition.” This is a fancy way to say you have identified in one sentence what your business is bringing to the table for the customer. This is big stuff, so get excited!
Value Proposition Example
Here is an example for a hypothetical company so you can see what it looks like.
| Company Values | Promote equality, stop bullying, care about recycling/the planet, getting and offering value, encouraging others |
| Ideal Customer/Person | Female between 18-30 (older Gen Z, younger Millennial) in her first job, college or just graduated college. Earns between $28,000-$50,000 annually. Independent. Cares about experiences, values (kindness, no bullying, equality), making positive changes, supporting local small business, getting value for their money, staying connected and having relationships, eco-friendly, healthy living, and recognition. |
| Customer Problems | Being fashionable on a budget. Getting clothing and accessories that are easy to care for, will last and have more than one use, or can be mixed and matched and fit a busy lifestyle. Prefer shipping materials that are recyclable. |
| Why Customer Chooses My Business | budget-friendly fashionable accessories, recyclable packaging, multi-functional and excellent customer service |
| Value Proposition | Saving you time and money with budget-friendly, multi-functional, and fashionable accessories to match any outfit and are made to last, easy to care for and delivered in recyclable packaging. |
NOW you are ready for social media! For this discussion, we will use Facebook and Instagram.
Your Business Presence on Facebook
First, you should have a business page on Facebook. This is a page where people come specifically to learn more about your company, the industry, latest news or trends, and see what you have to offer.
Notice they aren’t here just to see what you have to offer. You need to make this a space where they feel welcome, can find information, and can shop at the same time.
When to post
Create a realistic schedule for posting on social media. Consider how much time you have. Do you want to dedicate one hour each day for multiple posts per day or do you want to dedicate two hours per week? Figure out what you actually have time to do. Then, stick with the schedule.
If you decide to post twice per week be sure to post on different days so you can see what day or time is working better and getting more views.
What to post
Post 6-7 times (using the schedule you just created) about things related to your business. Some general topics: your company values, product quality, features such as time saving (if your product or services saves the customer time), what is trending in your industry, why you like what you sell, a little about yourself as the business owner.
When you start to write, imagine your posts as part of a conversation you might be having with a friend or neighbor. Add your personality to the mix.
The 7th or 8th post is your call to action. This is where you tell them what to do next. Show a photo of an item you have or the service you provide and say “to see more options, visit my store,” and give them a “shop now” button or a link so they can get there! If you don’t have a store but have a website, the button could be a “contact me” button.
Maybe you don’t have a website and you instead say “to learn more, DM me now.” But tell them the next steps you want them to take.
Best practices for a small business Facebook page
Create posts about things customers care about in your industry. If you don’t know what is going on in your industry, then Google it.
The more you know about your type of business and everything related to what you are selling, the more you can show your audience that you are knowledgeable and connected. They want to do business with people they connect with (know, like, and trust).
Create posts that show the features of your product or service.
Participate on Facebook. Make it social. Be friendly and participate. When you see a post you like, give a genuine comment or compliment. Be more detailed than just “that’s cool.” Interact with people and they will be more prone to interact with you.
Facebook PAGE basics:
- Complete your page.
- Include the value proposition you created.
- Even if you are an online store, give your city and state. Customers like to know if you are in the U.S.
- Give your hours of operation.
- Provide links to your website or Instagram.
- Give your business phone number.
Facebook POST basics:
- Use a photo or 15-second video on each post.
- Don’t just throw up a picture and call it a day. Describe, explain, or talk about the image you are posting.
- Add a hashtag or two. Use a hashtag that someone may search for (#smallbusiness, #arkansas, #producttype).
- Respond to comments. Turn on your notifications so you know when comments happen.
- Post CONSISTENTLY. If you only have time to post twice a week, post twice every week. Try to post on the same days once you figure out what the best time to post is (it can be different based on the type of business). If you have time to post every day, then post every day. Just be consistent.
Hashtags and Other Tips for Instagram
Create your business page. (To turn your personal page into your business page, go to your profile. Click Edit Profile, then click Choose Professional Account.)
The Facebook tips all apply to Instagram, too. BUT we are going one step further. Let’s talk hashtags (#).
Hashtags work to let people find your post based on a keyword. If I go to Instagram and search for “Razorback,” I get all posts that have that word in the description or in the hashtags.
Instagram allows up to 30 hashtags on a post.
Don’t get upset, you don’t have to use 30 hashtags on every post. I recommend 10-15 on each post.
Do not create hashtags that no one is searching for. That isn’t the assignment.
Instead, create a list of as many hashtags as possible that relate to your business. Let’s pretend you have a lawn business. Some hashtags could be #Arkansas, #LittleRock, #smallbusiness #landscaping #lawn #healthyplants #green #mowing #weeds #weedprevention #seeds #growing … you get the drift. Keep it going.
All businesses should include a state hashtag (Arkansans love to support Arkansans), plus your city. Support local is a thing!
Now for every post, you can choose hashtags from your list. Just choose the best hashtags for the photo or video you are posting.
One more tip for Instagram. Do not put up a picture without a description or words or message. Say something … add value for the people seeing your posts!
What to Post on Your Social Media
Social media content suggestions for new businesses
- Share an article or blog post about your industry that you found interesting (actually read it so you can summarize it)
- Make a video of behind-the-scenes activities in your business, such as packaging an order, mowing a lawn, creating product
- Share a post you liked that someone else made (not a competitor’s post, though)
- Pass along memes/GIFs you like, especially if industry related
- Suggest tips/advice for your customers related to your industry
- Ask for customer feedback. if you need to decide between a couple of options, ask for help from them via a poll.
- Inspire. Offer encouragement, congratulate a customer who had a happy thing happen, etc.
- Show your product and tell about it. Explain it! Use your senses to describe it.
- Get in the holiday spirit. Genuinely wish your customers a
- Share a customer review or testimonial
- Answer a question that you are often asked
- Post pictures from an event your business attended or participated in
- Announce what’s coming; if your company is going to participate in something in the future, share your excitement
- Make an unboxing video when you get in new products that will soon be offered
- Fill in the blank – people are compelled to complete it (My favorite color is… or My favorite sandwich is…)
- Celebrate accomplishments in your personal life, business life, company
- Post a “Shop now” offer. Remember, only do this every 7th or 8th post. Don’t make people tired of the sales pitches!