person holding black phone

Business promotion x social media, how do they overlap and what can be done to better a business using SMM? There are some questions every business owner needs clear answers and solutions to. How to grow your small business on social media? How to improve social media presence as an individual? How to promote your business social media presence and how to grow social media audience for an individual? Without having these points figured out it seems impossible to have a successful business in 2022.

When doing simple mathematics, subtracting an odd from even number will eventually aim you at two options. Either you arrive your final calculation to be an odd number or it goes the other way out. This means, it is either you know how to bypass the way that finally arrives you to the final conclusion made.

Or stay firm with a miscalculation and arrives at your rivalry conclusion. It happens, either you get it right or your competitors do. The odds and evens numbers are thrown to every individual, marketer, small business owners, and big business owners. And Still, it’s favor no one. It just depends on how you structure your entire marketing campaign cabinet when the odds and even numbers are thrown at you.

  • In what way will you capture it statistically and turned them to your own market favor?
  • How do you intend doing that?

Business Promotion X Social Media: Marketing Foresight

x social media
Photo by Ran Berkovich

This is called marketing foresight and it is an important process when you promote business.

You gamble in two ways here. One of the ways will shuffle your business sharply or blandly, while the other might look a bit shaking (more of guesswork). The one that’s a bit shaking (the guesswork) dominantly speaks more about what your competitors are up to. And you can only study that by secretly guessing what you think they are doing. Not what your competitors say they’re actually doing.

It’s of two entities and descriptions, even with a paid marketing tool, only 25% of the strategy work may be seen as perfect. And that’s below an average score. When thinking of gambling your business over, you have a success rate of 50/50. Either you lose or win. But business is all about taking the risk.

When you chose to take the risky step, it may promote your business in the long run. Secondly, it may run your marketing budget down. But you can’t stay away from not doing the risky things if truly you want your business to stay ahead and be relevant at all times.

An example of risky take:

Here’s an example of your favorites pizza delivery merchandise, including their marketing strategy and ways to grow their social media presence. They slowly built their online reputation along the way. Domino’s pizza is the strong competition in the world of pizza. To compete with them, you will need more than just a casual marketing strategy.

This time, let’s see over on how to grow and promote your business social media presence for the audience’s engagement rates.

How to get your social media tips and strategies ready in 2022:

  • Promote your business presence to meet the audience’s needs
  • Grow your audience experimentally
  • Build a compelling social media profile
  • Use Twitter ad
  • Double up your engagement rate with pictures
  • Get the audience attention through special offers
  • Improve the call-to-action
  • Use relevant hashtags
  • Engage your audience with videos
  • Use Gifs to improve audience engagement rate

Business Promotion X Social Media #1: Promote your business SM presence to meet the audience needs.

x social media
Photo by bruce mars

We are all in this together. No way of showing mercy. We all want to build social media reputation as an individual or for a brand. The goal is to generate more leads than others. Or at least the maximum we can generate for our brand. Quite hard but not impossible to do.

Social media like Facebook, Pinterest, Twitter, Instagram, and many more have made it possible to grow your followers and build the audience’s engagement along with it. Easier said than done. The current world of social media is operating mainly as a monopolistic competition. Where an audience gets a taste of you, examines you, and shuffles you along with others. And those “others” do not only include your direct competitors. What this mean, eventually, is that the overall competition is fiercer than ever before.

Potential supporters or potential detractors?

In obvious solutions to beating the competitors is to aim at your credibility, trust, unique selling point, and interactions with your multiple touchpoints. Aside from that, you can’t really control how audience perceives you. Once they get into you they weigh your offer and compare them with other options. That’s just what buyers do.

Making their behavior like that of detractors, not supporters or promoters. And this is something that has been a trend recently. All because there’s just too much competition no matter the field. This leads the audience and end-consumers to make a selection of the brand that solves their daily needs.

The solution:

To get the audience to engage with you on your social media platforms, you need to offer something useful and unique at the same time. You must solve their daily and real-time needs. Meet with them at the right point, when their problems need instant attention. Show genuine care. Doesn’t mean if you operate a shoe manufacturing company you have to come up with a completely never seen before design every time. Which is also super useful to the wide range of consumers. Would be really cool but it’s unrealistic. Just offer them a unique experience.

For instance flexible shipping policy where if they order locally, you deliver two or three sizes of the shoe they’ve ordered so that they can select the right size without having to send the shoes back and forth. Not many companies in the industry do this. Don’t just list this on your delivery & shipping policy page on your website, Constantly highlight and promote it on all your social media platforms.

There are few things that no matter your niche, every business should take into consideration:

  • Unique selling point – Your Benefits.
  • Content marketing – how you market yourself as an individual or a business.
  • Special announcements and offers – new updates, showing growth and development.
  • Consistency – how often you establish and reinforce the needed connection through your content and products.

These are the core values.

Business Promotion X Social Media #2: Grow your audience experimentally.

x social media
Photo by Girl with red hat

Not all social media platforms are meant for you, some are bound to grow your business reputation while others may not be that suitable for your niche. This is why it is very important to know who your audience is before targeting them.

If your purpose is to run a marketing campaign aim at people running a small business venture like you.

If that’s the case, Facebook might not be the way. This is because it is more of a B2C social media platform rather than B2B, which is what you need. Twitter and LinkedIn are a much better options. That’s where you meet people you need to get in contact and share ideas with. You simply need to know your niche and where the people from that niche like to hang out on social media.

For B2C as well as B2B, Instagram is an amazing platform. But what you should know is that if your run a tech company, for instance, the all powerful Instagram will not generate the same lead for you. Simply, because it’s not a very tech focused space.

The process of platform selection is a bit like claiming a territory.

Segmenting should be something that you should learn. This process is when you segment your general target audience into focus groups based on similar behavior, interests, and behaviors. That way, navigating through different platforms and coming up with the correct strategies becomes much easier.

Just don’t force it, if the right audience is ready to stay engaged with you, they will. To test your audience experimentally, create the marketing content of the entity that matches each focus group. Distribute it across your social media platforms, then wait for the result. In addition, don’t make a final conclusion once you are done with a certain bunch. Monitor the content every day. Initially, lasting up to two weeks.

However, the material must be different each day; do not send a replica of the same information as the day before. Otherwise, you will not only not market your company, but you will also bore your audience. This is not to say you cannot repost your old content.

After distributing the content, weigh up the responses you get from of each social media platform through overseeing the engagement rates. And the one with the highest audience engagement rates is the one you need to focus on. It’s probably the right platform for your niche, or a particular marketing campaign for a particular product.

The takeaway:

In conclusion, it all depends on your marketing objectives. And what plan you have in place for your audience.

If the aim and the objective of your business are to target the potential collaborators from your niche, Twitter or LinkedIn will solve the problem for you. But if it’s to target the end-consumers only, Facebook and Instagram will do the engagement trick.

There’s an extra tip for Twitter lovers. Twitter can still solve the end-consumers puzzle for you. Because over 20% of the Twitter audience follows small businesses. And if your marketing campaign is done perfectly, you can also claim your marketing stake in there.

Business Promotion X Social Media #3: Build a compelling SM profile.

grey and black metal tool
Photo by Rahul Chakraborty

When thinking of driving masses of traffic and building engagement for your business or as an individual, you should think of sharping the way potential audience will see you.

It’s just like seeing a first-class degree graduate looking unkempt for an interview. we are talking about making a great first impression here. Because no matter how you look at it, first impression matters. It matters with your potential partners and more so with customers. Nobody will know about the best quality material you use to make your shoes if the information about them is not presented in an attractive way. You need to lure people in and make them check out this and that.

The engagement process that happens in the world of social media and content marketing depends entirely on the impression you make on the public. You might have a variety of great content on your social media page, but no one seems to care about it. Despite the time devoted to creating quality content, you still leverage low shares, comments, and likes. This is the indicator of the fact that there’s a problem in the way you present it. Might be a headline, meta description, the lack of visual content or unattractive visuals that don’t match with the post.

The takeaway:

Your social media page and the way it’s built is the part of your brand identity just as much as your logo, slogan and products are. The same way a domain name speaks about the identity of your brand on search engines. Visuals here play a crucial role. Whether it’s your social media platform or your website you need to get two things straight to create the ultimate UX satisfaction. These are: website architecture, which in case of social media will be taken care for you. And the visual presentation.

Business Promotion X Social Media #4: Use SM Ads System.

posters mounted on building wall during daytime
Photo by Anthony Tuil

Re-tweeting, commenting, and liking your posts are the way you generate leads through social media. However, there is another way to create profit. Leverage Twitter, Instagram and Facebook ads. This method is great when you want a quick lead generation for your small business. It’s quite simple and straightforward and aims you at different objectives to chose from.

These include:

  • Brand awareness
  • Great variety of visual content including videos and Gifs
  • Promotion of engagement
  • Growth of followers
  • Promoting your app or a website, etc.

What’s needed from your side is, choosing your campaign objective:

  • Set a bid;
  • Segment your audience;
  • Split your ad copy;
  • Select the tweet that will be promoted;
  • Check the maximum reach and launch your campaign.

It’s quite easy to set up and navigate through. As well as the post-launching the ad process, which is monitoring. Monitor the engagement rates to see where you need to keep running your ads and where you can take them down to save money.

The takeaway:

When implementing the social media ads in your promotion campaign, all you need to do is to first set a fixed plan and objectives for each platform. Engage with your marketing scope and resonate with the audience’s interest using the features they offer. In order to get back the return on investment keep the ads running on the platforms that generate most leads.

Business Promotion X Social Media #5: Double up your engagement rate with infographics.

Showing infographics is great, it draws the audience’s attention in a smart way. Infographics also triggers the engagement as the bounce rate is low due to the benefits of it being short and to the point. As various researches have shown, a social media post with infographics gets 35% more of the audience’s engagement. A dream start for a small or new business looking for a way to polish their social media engagement reach and establish strong presence.

This is due to the unique nature of infographics. Above, we have talked about the importance of reinforcing visual media content. The great thing about infographics is that they are the right mixture of textual and visual content. You need to pay attention to the colors and fonts to match the information. Post them on all your social media platforms from time to time. If you don’t know how to create them there are free templates you can download from specialized digital tools.

Business Promotion X Social Media #6: Get the audience attention through special offers and announcements.

The smart thing Domino’s pizza did through their content marketing was to increase their audience’s engagement rate through a special offer. If you look closely, other posts on social media get a few numbers of engagements compared to the ones with special offer in them. This shows how people tend to subscribe well for your incentives, i.e benefits. Which proves to be your unique selling point across all social media platforms.

To give you an example, think about the countless giveaway posts on Instagram. A business or an individual may not have a lot of following but the post about giveaway has thousands of comments, likes and views. There’s eventually considerable growth in their following number as well. Giveaways, sales and special offers are one of the smartest ways to generate quick growth and increase engagement rates on all platforms. You don’t even have to do a lot of promotion here.

Business Promotion X Social Media #7: Improve the call-to-action.

Because we have talked about special offers and their benefits, it’s logical to discuss what actually generates profit. Sure, people want to win the prize, for instance. Or get the discount coupon. But HOW can they achieve this is what helps YOUR business or you as an individual. Call-to-action means to be clear on what the audience has to do on their part in order to gain something in return.

For instance, if we go back to the example of a popular Instagram giveaway post. The most frequently used tactics by many businesses is to ask those who want to participate to like the post, screenshot it and put it in their Story as a proof, follow the page (and the affiliate pages if any). There can be other options such as following all social media platforms, clicking the link to their website or anything you need to improve at that time. But be aware not to overdo it. Ask for things that are most beneficial to you and take least time to complete.

Business Promotion X Social Media #8: Use hashtags.

white printer paper on glass wall
Photo by Gary Butterfield

Hashtags help in doubling the social media engagement rate of a post. They make a post go beyond the expected audience aiming for a wider reach. So whenever you’re writing a post, use relevant hashtags. The optimal thing to do here is to not use more than two or three at a time. This is in order not to make it look spammy to the audience. It’s also about aesthetics to be completely honest. Hashtag heavy posts look outdated and obnoxious. If you want to use more than 3 hashtag it’s better to list them down in the comments. Pin the comment at the top if a social media platform allows it.

Here’re some extra tips on using hashtags to gain maximum profit. Firstly, use the mixture of both popular and less audience heavy tags. That way you lessen the competition without missing the target audience. Add hashtags in the comments of the post that goes viral to reach even wider audience. Have a customized tag(s) just for your business or certain products. This will further reinforce your brand identity.

Business Promotion X Social Media #9: Engage with your audience through videos.

The audience’s attention span can’t be fully gained through the written content or even with infographics. They need something more. Images are great and you should definitely make a use of them. However, video content cannot be completely neglected either. You have couple of options you can choose from.

For instance, on visual focused social media platforms like Instagram, there is an option to post a short video or go Live. You can post a video on your Story too. You can upload a video on Twitter, though, if you don’t have Twitter Blue the time will be limited. If you operate your business using YouTube you’re probably aware of the bits and tips about generating profit through a YouTube video. Keep posting BTS, production process, events and similar content. The audience loves to know what’s going on behind the scenes.

Business Promotion X Social Media #10: Use Gifs to improve audience engagement.

Onto the importance of various visual content. We are still here. Ever since Gifs became a thing, it’s been one of the favorite ways to engage with the audience. They have been used by individuals and businesses alike. Here’s a thing about gifts that nobody can deny. It makes the conversation less serious, but it also shows that there are actual people working for a company beyond what consumers see. And they love that aspect of the business operation. Good for you. Just use gifs, you lose nothing.

Over To You

So how do you intend to promote and grow your business social media presence online? Share your own ways and give tips that weren’t mentioned in this post.

Sofia Nikolaishvili
Latest posts by Sofia Nikolaishvili (see all)

Sofia Nikolaishvili

After earning a professional degree in linguistics and literature I decided to try out blogging to explore my passion for writing and gain first hand experience. I write about everything I'm interested...

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