Small Business to Brand- Journey Via Social Media Engagement

by Jennifer G. June 09, 2016

Every business starts with the ultimate goal of becoming a huge success one day. You want your local to become national, national to international and international to multinational. Everyone dreams of that but very few are able to achieve that dream. Not everyone can be an owner of a multimillion dollar corporations.

The corporations that turn into big businesses follow certain strategies and adopt the marketing models that work the best in given conditions. To convert your business into a brand, following some social media strategies are crucial. Some of these are listed below.

Audience Segmentation

It is really important to know your audience well. Everyone is unique even when they might share same features like gender, age, location, education and so on. To succeed via social media marketing, you must be able to reach your audience personally.

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Divide and conquer should be the rule. Remember that customers are different from potential customers, so focus on both with different perspectives. Instead of targeting mass audience, small groups of people who share the most are healthier and better approach. In the words of Fairfax M. Cone, “There is no such thing as a Mass Mind. The Mass Audience is made up of individuals, and good advertising is written always from one person to another. When it is aimed at millions, it rarely moves anyone.”

This pretty much sums up how segmentation and audience optimization can lead to making a huge difference for your business. It allows you to see people as individuals and not just enablers of boost in business, which directly helps in building credibility and trust between the audience and business.

Email Marketing

Building mail lists while promoting your business on social media is one of the key jobs for a social media manager. Without a list you cannot promote a business through emails, which means the personal and one-on-one communication is impossible.

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With a simple opt in form landing page, you can easily collect personal data from the target audience that is otherwise hard to find. To get people to fill in these forms you need to provide an incentive or a motivation at the end like a coupon or free e-book that can be worthy to the user.

With email marketing campaigns, you can grow your business professionally and sell your product easily. The message in email body can be specific and is without the distraction of other stories, statuses or pictures unlike Facebook or Twitter timelines.

One thing to consider while building email lists is to make sure that you have the consent of the audience. Add a page in the start that clearly states the permission for your business to use the email id in promoting any type of ads or newsletters. This ensures privacy concerns and all parties involved can get their business done in a clean way.

If you want your business to really grow and become a brand, creating lists from scratch can be handy. In that case you can get services from vendors and buy the lists within the price range of your budget. Do not spam your target audience by sending bots and click baits because that can backfire and compromise your business considerably.

Website and Blog

If you are actually invested in getting your business to a step up, you need to understand the importance of visibility. Your online presence is everything. Make sure you are everywhere. You must be familiar with every social media website and app even when you are not using them.

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A professional website with user friendly interface can open doors to new opportunities, if it is optimized properly. The content uploaded must be worthy and provide value to the visitor. Use automated softwares and tools to keep the website updated and make sure that the content is getting shared on official social media profiles and blogs.

Digital presence is important because people need to be aware of your brand even if they are not target audience. Awareness will get your small business into a huge corporation and without that you will be stuck. Make yourself as much present as possible so that business partners and clients come to you and not the other way round.

Use Facebook tabs to promote controlled content while landing pages can prove extremely helpful in collecting leads from users. These leads and insights can help you create more personalized ads and campaigns with the ability to go viral and anything viral is better than a goldmine in today’s digital world.

When you are trying to achieve bigger goals, smaller ones need extra special attention. It is the little steps and the process that accounts before you get to anything, which is why you should forget about the brand. Invest yourself in meeting daily and weekly objectives, pay attention and finish your tasks according to plan.

Brand is not just a product or a business idea. It requires your feelings and emotions. Your customer is not just buying a bottle of coke. They are rather sharing love and happiness. If you want to succeed, give your customers an experience. Take them on a trip so they feel emotionally invested in you brand. This is the strategy that will not only bring you success but also ensure customer loyalty.

Taking risks is also critical as you cannot stick with one successful model. Innovate yourself every once in a while so the customers stay curious. You cannot become billionaire in a day so be patient and learn from your mistakes for future purposes.

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