Estimated reading time: 5 minutes
Table of contents
Social media platforms are putting more and more emphasis on business-based features to help businesses of all sizes sell through their platform. The best thing about social media is its low barrier to entry. It is extremely easy to get an account up and running, attach it to your business website, and start publishing content.
You might be familiar with many creators and businesses using free services like Canva for graphic design to meet their content needs. With today’s technological advancements, it’s very easy to take crisp photos, shoot short videos, and make good graphic designs.
However, we also see a lot of businesses opening up accounts with underperforming content on pretty much every social media platform. Many people wonder why accounts and pages that publish similar quality content don’t perform the same way. While one may have a million followers, the other might be stuck in the hundreds. Why is that?
When it comes to platforms such as Instagram and Facebook, organic reach has practically become zero post-2018. Popular opinion says you need to spend a long time and have an inflated media budget to get enough leverage and trust on these platforms.
Another problem is businesses spending huge amounts of money on social media only to end up with poor or non-performing leads. So how can businesses grow their reach and awareness through social media? What can a specialized social media agency for small business do to help your business gain traction online? Let’s take a look.
Co-existence and understanding are of prime importance because social media marketing, or any kind of marketing, works better when efforts are combined. The initial meetings between business owners and agency representatives facilitate the exchange of primary information and allow both parties to learn whether they are compatible.
Research & Structuring
When a business feels that the service provider has shed light on the right direction, they are happy to hear about solutions they never explored before. At the same time, the social media agency feels good about the client’s understanding of how social media strategies work. Now, it’s time to use the information provided to further their research and form a unique and suitable work structure. This will depend upon factors such as the nature of business, budget, and feasibility.
One of the most important parts of the research and structuring step is studying the client’s immediate competition. It’s not easy for small businesses to thrive on small margins. They need to capture a significant market share to do more than just stay afloat.
While social media is key for many such businesses, it’s imperative that you learn and understand what your competition is doing to grab customers’ attention. This will help fine-tune your strategies and produce effective campaigns and content.
Budget, Content Strategy, and Planning
With intel on what to do, your hired help will devise a strategy within your budget to the best of their capabilities. Of course, you should verify their capabilities during their initial meetings by checking their previous work.
This stage is a milestone where you become clear about how your content plan will supplement your brand’s or business’s image. Social media platforms such as Instagram have become kind of a modern-day website. Today, when people talk about a business, they may not even go to the website. They ask or look for an Instagram account.
Considering all these factors, your agency will devise a launch strategy and plan that will include detailed descriptions of what kind of content you will produce, how it will be produced, and how it will be delivered. Most professional agencies will provide and keep you up to date with a well-prepared social media calendar.
Trials, A/B Performance Testing & Pilot Runs
Now that you have your strategies and plans worked out, it’s time to test them. Agencies or businesses don’t necessarily do this by publishing full-on campaigns. Rather they will create excerpts and teasers that will undergo a survey with a sample audience or community.
Good agencies have extensive reach among a large network of influencers, as well as good media relations. They use these connections for testing sample campaigns and collecting initial feedback. Successfully completing this stage will provide an initial boost to your marketing efforts.
Initial Paid Traction
After successful trials and some populated content, social media experts recommend that you invest a portion of your budget in paid advertising. The agency must have already included and informed you about the metrics and projections of this phase. Social media platforms such as Facebook and Instagram love accounts that are consistent with paid media efforts. Your social media strategy will include separate approaches for paid and organic content. However, both of these efforts work hand-in-hand towards helping the business gain awareness and conversions.
Finally, it comes down to the quality of content. As we discussed earlier, just having quality content doesn’t necessarily mean social media success. However, posting irrelevant and poorly created content is an immediate turn-off for the audience. There are some scenarios where creators create content that doesn’t look set up or utterly professional to generate a feeling of belonging to the viewers. For instance, a live stream might not look as posh and professionally set up like a “Big Game” ad. These factors will be included in the strategy developed earlier and will be used when and as required.
That briefly sums up how an expert social media team could help your business thrive on social media. The best part about working with seasoned experts is that everything is recorded. If goals aren’t met or plans aren’t executed, you can hold the experts accountable.
But if everything goes as planned, your social media routine will work like clockwork with consistent progression helping your business attain good ROI and long-term success.