The number of people using social media platforms has risen greatly over the last decade. As of 2020, 72% of adults in the United States have at least one active account; in 2006, that number was closer to 5%. With roughly 7 in 10 Americans now on social media, it is increasingly essential for small businesses to tap into what is effectively a captive audience across platforms. It's an excellent way to reach both large and targeted demographics, and what's more, marketing through social media is often cheaper than using traditional advertising tactics. These benefits are all the more significant in light of the pandemic –– which has put small businesses with limited resources at an even greater disadvantage than usual. With this in mind, here are some of the ways you can utilize social accounts for post-pandemic marketing.
Join Facebook Groups and Communities
The core of a small business's audience is often comprised of local consumers. So, naturally, these consumers should be primary targets when it comes to outreach and advertisement. And one tried-and-true way to interact with this sort of audience via social media is tot join a community Facebook group as a business account. This is a great low-budget Facebook marketing strategy that can boost brand awareness among the people most likely to give you business. In the best of cases, you can post your products, advertise promos, and even interact direction (answering questions and the like) with prospective customers in the community. In other instances –– such as when groups have rules against posted business website links or solicitation –– you can still make use of the space by ensuring that your business's information is visible on its page, and that you're active in relevant group discussion.
Post Regularly on Instagram
Instagram is another platform that has become popular among small businesses seeking to expand their audiences (and it's no wonder why, with the app up to some 119 million users!). While Facebook is often a place for targeted engagement however, Instagram is more about volume of activity. AskMoney’s guide to increasing Instagram followers explains that because the platform's algorithms are constantly changing, one of the key factors affecting engagement is the frequency of posts. This means that if your small business is seeking growth via Instagram, you need to upload regularly to make sure that your posts are in fact seen by followers and target audiences. That said, you also can't sacrifice quality. Your Instagram posts need to align with the image you want for your brand, and for specific product or service campaigns you might be working on.
Create Trendy Content for YouTube
Where YouTube outreach is concerned, one of the most important things to keep in mind is that it's important to keep up with the times. What’s "in" and what isn’t on YouTube is always changing; one moment people might be doing things like the cinnamon challenge, and the next they’re posting vlogs. So try to do your best to keep up with the trends. As of this writing for instance, that might mean trying to involve your audience. A report published by YouTube states that 2020 saw a rise in videos that required a form of audience participation, like streams and watch-alongs. If possible, you should try to tailor some of your content to this sort of trend. That said, there is also a benefit to posting more unique videos that seek to explain your business or speak to its target audiences. For instance, a café can post content on the processes that go into making different kinds of coffee; a business selling clothing can show videos testing out products' quality. Really, it comes down to what you want to show your audience and how you can do it in a catchy and engaging manner. Social media has by and large become an invaluable tool for small businesses looking to reach larger audiences. And particularly in light of pandemic struggles, engagement strategies like the ones discussed above are more critical than ever. They do require time and creativity, but they ultimately serve as affordable ways to expand your brand and attract new business.