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It can be difficult to manage the marketing of a small business while keeping track of the day-to-day operations. Luckily, Erica Spitzley and Kathy Tucker, hosts of the Marketing Happy Hour podcast, are here to help. Each week, the two talk to a new figure in the marketing world about the strategies and techniques companies can use to optimize their brands.
In an increasingly digital world, one of the biggest obstacles business owners face is knowing when and how to post on social media. Some small business owners ignore their profiles altogether because they don't feel like they have enough knowledge to manage their accounts or because they're worried they're doing something wrong. Some people do.listen to behind the review To hear directly from Kathy and Erica, watch the episode below.
Cathy says all you need to succeed on social media is a solid strategy. Research your competitors to find out what makes your company unique and effectively communicate why someone should visit your company in the future. Figure out what kind of consumers you want to target and what their interests and preferred platforms are. The goal of social media is to share yourself and build a community with your customers, especially in an era when people are using apps as search engines to research products and brands.
Related: 7 Marketing Strategies You Need to Succeed
“I like to think [a social media profile] “As a first date with the consumer,” Erika said. “Do you go on a first date and think that the person already knows everything about you and is ready for marriage?” No, take the time to actually share things about yourself. This allows the other person to know who you are and who you serve. ”
One way to build an authentic online presence is to use influencers and user-generated content (UGC) to showcase your products and services. Erica recommends sending products or offering services to consumers to encourage this type of content. This is true whether the consumer is a specific content creator who fits into your niche, or a social media user who is already talking about your business online.
”[Influencer marketing] This is just another way to inspire your community, but it doesn't have to be. [about] We spend thousands of dollars on huge influencers everywhere promoting huge brands. Personalized, creative, community-focused partnerships are a great place to start,” Erica said.
Related: How to create a successful marketing plan in 5 steps
A concern many business owners have when investing time and money into their online presence is that followers and likes won't translate into actual visits or purchases. When using social media to tell your brand's story, not every post will lead to a purchase. However, when promoting a specific promotion, Cassie posts an exclusive coupon code that customers can access via a specific link or by mentioning the promotion when they actually visit the store. I suggested something. This tactic helps business owners measure the tangible success of their social media efforts.
Another important part of using social media is reviewing and responding to customer feedback. Habits can be difficult to change, but Cathy teaches small business owners how to leverage reviews and online comments to optimize their business, especially if the suggestion has been brought up multiple times. I encourage you to think about it.
According to Erica, one way to prepare for feedback is to anticipate the questions or comments your customers might have and build templates for the responses you draw from them. By pre-curating parts of your response, you can quickly respond to customers while staying true to your brand voice. Erica also urged business owners to ask for more information when they receive feedback.
“Whenever someone contacts us to talk about Marketing Happy Hour or say they liked a particular episode, I always ask, 'I'd like to know more about what exactly you liked about it. Are there any topics you'd like to know more about? Will we hear from you again? There's nothing better than hearing from people who are actually using your product or visiting your shop.”
Brick-and-mortar businesses have a unique opportunity to intercept critical reviews and comments by addressing concerns on the spot. Companies that connect with customers face-to-face should establish processes to ensure managers have a chance to speak with dissatisfied customers before they leave the building.
Despite the variety of tactics and strategies available to make marketing your small business easier, juggling multiple projects at once can be taxing. Erica and Kathy encourage business owners to prioritize their initiatives and take time for themselves to avoid the burnout that often comes with entrepreneurship. Set boundaries for your work day and make sure your new project is on track with your goals and schedule before taking on it.
“As corporate professionals and business owners, we get into this hustle mode. We never take a day off. And that ends up really destroying us.” Kathy he said.
In addition to the power of strategy and communication planning, Cassie and Erica believe in:
- Use social media to tell strategic stories about your business. Before you develop your content, understand your audience, your competitive advantage, and the types of posts that will help you achieve your marketing goals.
- Address customer comments. Use feedback to improve your business operations and pre-create answers to frequently asked questions to ensure your answers are thoughtful and timely.
- Use tools like social media exclusive coupon codes. Developing your own links and codes can help you measure how many of your purchases are a direct result of your digital marketing efforts.
Subscribe to Behind the Review every Thursday to hear from new business owners and reviewers. Available on: Spotify, Apple Podcasts, Google Podcasts, Pandora, Soundcloud.
Editorial contributions by Callie Morgan and Kristi Lindahl
