Social media usage is dominating our waking lives, with an increase in the number of Australians posting, sharing and liking across all platforms (79 per cent) and nearly six in ten (59 per cent) now accessing social media at least once a day, according to the 2017 Sensis Social Media Report.
For business owners, this poses an interesting conundrum. The number of small and medium businesses with a social media presence has dropped one point to 47 per cent, well below the 79 per cent consumer benchmark.
We can assume that business owners have a personal social-media profile. The stumbling block appears to be in transitioning our personal love of sharing everything on social media to speaking in the business persona and maintaining a presence.
Our research revealed business owners are ditching social media because it takes too much time to manage, or they struggle to come up with new content on a regular basis.
There are good reasons for businesses to persist, as more than a quarter (26 per cent) of consumers use social media to follow brands or businesses – up to 41 per cent in the 30 to 39 age group – and nearly six in ten are likely to pay attention to advertising (56 per cent).
Rather than giving up, frustrated business owners should consider these simple steps to raise their profile and capture the hearts and wallets of their potential customers.
1. Have a plan
Identify your audience, which platforms they prefer and how you will reach them. Set realistic goals and ensure the plan is integrated with your overall marketing strategy. An example of a goal might be to drive an uplift in traffic from your social media pages to your website. Don’t forget to keep an eye on what your competitors are doing.
2. Understand the different platforms
Each has a different purpose, so work out which is best for you. Facebook, Instagram and Snapchat are visual, whereas Twitter and LinkedIn are more text based and business like. Whichever platforms you use, remember that your content must be mobile friendly, with eight in 10 consumers now accessing social media on their smartphones.
3. Know your audience’s habits
Tailor posts to when your audience is most likely to be online. According to the Sensis Social Media Report, that is most likely to be first thing in the morning and in the evening, but there are some interesting differences. For example, you have a good chance of catching a 30-39 year on their lunch break (54 per cent), but far less chance of catching them when they are working (14 per cent), whereas you can reach an 18-29 year old at almost any time of day.
4. Use tools to save time
We have already discussed how many business owners ditched social media because they found updating content on a regular basis to be painful, but it doesn’t have to be. Facebook enables you to schedule posts in advance, and there are various management tools, such as Hootsuite, to assist with scheduling posts and advertisements.
5. Create content quickly and easily
Think visual content – a photograph, drawing or short video – that reflects your personality. Consumers also respond to posts celebrating anniversaries, international days or key events. Consumers who follow brands are also particularly keen on discounts (54 per cent) and give-aways (48 per cent), so consider building these into your strategy.
6. Measure return on investment (ROI)
Keep track of what’s working. You may need to make adjustments along the way, so whether it’s tracking sales, likes or leads, make sure you have proper checks in place.
And remember, brand loyalty is built on positive engagement, so don’t be afraid to respond to comments from customers, whether they’re good or bad. Consumers are more likely to trust a brand if it interacts in a positive way on social media (64 per cent), they find the content posted engaging and relevant (63 per cent) and content is regularly updated (59 per cent). The key is to find an authentic voice, innovate and try new things to see what works for your business.
Rob Tolliday, Commercial Director, www.sensis.com.au
