Seven Steps To Take When Launching A Social Media Campaign For Your Small Business

Launching a social media campaign for a small business is very different than using social media platforms in a social context among friends.  Small business owners need to separate social media marketing into two categories:

•  Small business social media is a primary marketing method aimed at connecting your brand with an interested audience via different social media marketing channels and connecting with influential people in your industry.
•  Personal use of social media platforms can be a quality secondary use for social media marketing aimed at getting family, friends, and acquaintances to help out when beta testing new software, trying out a new product, etc.

Read the seven steps listed below for a better idea of how to start a social media marketing campaign for a small business:

1.Have a detailed business plan and social media marketing plan

Social media marketing has to go in a logical direction.  Come up with a plan to create an engaged audience, create engaging content today, and create engaging content a few months down the line.

2.Know your audience

It is crucial to identify your target audience.  Know demographic data about your target audience (e.g. age, gender, location, interests), and use that information to create content on social media platforms that demographic would find valuable.  Effective product communication can vary greatly when communicating with a teenage demographic involved in sports compared to an older demographic involved in the field of academia.

3.Select social media platforms that your audience can identify with

Not all audiences are apt to love Twitter, Facebook, and Google+.  Put personal preferences aside and think about what platform your audience already loves.  In some cases, mixing and matching platforms can be an effective approach.  For example, a blog might complement YouTube and Twitter.

4.Provide incentives to build your follower base

Providing the right incentives to build your follower base can be a slippery slope.  Essentially bribing people with fiscal incentives such as coupons or discounts can backfire in some situations.  You want to build a follower base that is engaged since the day they decide to follow you.  Get creative when thinking about what incentives your follower base would best respond to.  Instead of appearing gimmicky, start to build a stronger connection between your audience and your brand on social media platforms.

5.Promote independent brand advocacy

Social media makes independent brand advocacy easy.  Likes, Shares, and +1s are all forms of mild independent brand advocacy.  However, some brand advocates can take things to the next level by blogging, commenting, and letting the World Wide Web know how great your brand is.  Provide meaningful recognition for your best independent brand advocates.

6.Find new and engaging content

Content is not only limited to posts, video clips, and images.  Think of new ways to turn your social media network into a community.  Some of the most effective content can be a series of promotional events or guest bloggers.  Think about how you will tie all of your posts together to create a comprehensive social media marketing plan.

7.Be thoughtful before posting

Most of your followers probably do not know you personally.  Be thoughtful before posting, and remember that you are posting as a representative of the brand instead of as an individual in a social context.  Posts about what you ate for lunch might be seen as spam, and posts about your personal life might be a little awkward in the context of social media for business.  Also, be careful not to slander others.

Social media campaign for small businesses

Small businesses need to remain aware that social media marketing is just as difficult (if not more difficult) than conventional offline and online marketing methods.  Effective social media marketing takes planing, forethought, and some trial and error.