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Marketing on Social Media

When Dorothy found herself (and her little dog) transported to the magical land of Oz, she also found herself surrounded by wonder and the unknown. It was a new place with new characters.

Social media marketing can feel a lot like that. Sure, there are a nearly infinite number of other ways to market your business, but social media has become the most powerful. Facebook alone has more than 2 billion users monthly.

It can be scary, but it’s also a worthwhile opportunity. Social media’s reach can help your business succeed on a grand scale. However, that success is contingent on the content you post. Whether you’re new to the online world or have been actively avoiding it, we've got a yellow brick road of information you can use to pull back the curtain on the online world and take advantage of it.

Post Like a Person

Marketing on social media should appeal to the human side of your client base. Remember to be personal (without sharing personal details about you or your family). Avoid sounding generic, or pushy, and don't speak poorly of another company.

Instead, focus on being an expert in your field and a resource for your client base. You’ll earn a lot of respect from your audience that way.

If your followers find value in the content you post, they will share, comment, like, send or just have a conversation about your business, further expanding your reach.

But a Well Put Together Person

Posting every once in a while won’t strengthen the relationship your audiences or attract new ones. Staying focused and posting consistently lets your audiences know you are up to date with the latest news and tips, as does viewing and responding to your audience's questions and comments on a regular basis.  

Posting interesting information about your industry or updates on what your company has been up to (e.g. new programs, job opportunities, charity work, new ventures etc.) will keep your audiences interested and coming back for more.

Creating a plan or editorial calendar can help you generate content for the year, keeping your business on track for your goals, whether that's monthly, quarterly or yearly.

So, set clear expectations for how often you’ll post, who will create content and who will be in charge of responding to comments.

Cassi Price, manager of Marketing Strategy at our affiliate company, VGM Forbin, stresses the importance of having a plan for your social media marketing venture. “Social media can be a huge time and money waster if you aren’t careful,” she said. “Utilize your resources efficiently by establishing who your audience is, what kind of content they want and what you want out of these efforts.”

Be purposeful about your approach. You don't want to market yourself to the wrong people and you don't want to overextend your business's marketing plan, leading to an unsuccessful campaign and a waste of time and resources.

Your Audience Is More than the Sum of Their Cat Videos

They probably like sloths, too. But, in all seriousness, do some customer discovery. Ask your customers questions to really understand how you could reach them with social media. Avoid marketing to everyone just because you can. You want to pinpoint your potential business for the best chance of a high return on investment. Keep these basic questions in mind when deciding who your target audience is.

  • Who are they?
  • Who do they interact with?
  • What do they use social media for?

What Do You Want?!

You’ve done your homework, and you know your audience. Now the hard part…what do you want? You’ll want to avoid jumping all over the spectrum on your business's purpose, so ask yourself, what am I trying to accomplish with my social media marketing strategy? Answers could vary from:

  • Building a community
  • Increasing sales
  • Boosting brand awareness
  • Driving traffic to your website
  • Increasing your number of followers

Each question you ask yourself about your business will have a different technique for the many potential social media platforms and goals.

Put ‘Em Up! Put ‘Em Up!

            -Cowardly Lion

Of course there are risks, as there are to any marketing plan; however, the benefits greatly outweigh them. Don’t let the risks scare you away from the great opportunity social media gives you to expand your business. In fact, NOT marketing with social media puts your business in even greater future risk! With little to no information online, your potential clients will go elsewhere, to a company who has an online presence explaining who and what they are.

To learn more, check out our previous blogs on how to stay safe and be prepared through your businesses successful expansion into the online marketing world.

Have more questions, or need help starting/managing your online presence? Reach out to our partners at VGM Forbin for the expert advice you need!

Need help protecting your business from risk and ensuring you have the essential coverage you require? Contact VGM Insurance today!


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