Social Media Posts for Business – A Business Owner’s Guide
Posting on social media can seem overwhelming if you’re a small business. But you don’t need to spend thousands to have a presence online, or even to post every day on your targeted networks. This article will discuss the importance of social media posts for business, why posting should be part of your business’s marketing strategy and how it is possible to maximise the value of social medial without investing too many resources.
The reach of social media
It’s not easy to pin down an exact definition of social media, though essentially it can be thought of as a method of communication and information sharing between people using virtual communities and networks. Today, social media platforms like Facebook, Twitter and Instagram are an integral part of our lives. We’re online several times per day, if not per hour. We use these platforms to catch up with friends, buy and sell, look for jobs, read news – the list is endless.
According to Statistica, in 2019 there will be nearly 3 billion people using social media, with over 1.86 billion monthly active users on Facebook alone. To put this into perspective, the current world population is estimated to be 7.7 billion.
Social media posts for business
In a nutshell, social media provides an opportunity for you to reach your target audience and promote your business. Social media should be an indispensable part of your business marketing strategy and it should be aligned with all your other promotional materials. Your social media marketing strategy should not be an afterthought.
If you run a small business, you may already have a presence on the main networks but not enough time to post regularly. Alternatively you may understand the concept of social media but you’re not sure how to harness it to benefit your business.
“Social media is here. It’s not going away; not a passing fad. Be where your customers are: in social media.” – Lori Ruff (@loriruff)
So how can social media posts for business help grow your brand? The aim is to have a presence on social media platforms that allows you to communicate directly with your customers, increasing brand awareness, visibility and sales. There are a number of ways that posting on social media can help you do this:
Educate your customers: Post content to customers that shows your brand works and is credible. Position yourself as a professional, trustworthy business with clear and transparent core values. Show that you care about your customers. Positive interactions will create brand advocates and encourage personal recommendations – priceless ‘word of mouth’.
Create regular touch points: Make it easy for existing and new customers to communicate with you. Regular and informative posts will help to position your business as source of authority and help to build trust.
Be remembered: Social media provides the opportunity to connect with customers every day. Post frequently with engaging content, and you’ll be the company they think of when they need the service or product you supply.
Provide great customer service: Many people find that it is more effective to make contact via a company’s Facebook page or Twitter account than by calling a customer services helpline. Provide almost instantaneous customer service and you will minimise negative feedback, creating positive connections with you customers.
Drive sales: Increase website traffic through posts, articles and advertising. Customised and relevant content will encourage people to visit your website.
Content is key
Although you likely use social media networks during your free time (and you may even post occasionally), creating social media posts for your business is a very different proposition. For your brand, social media is a business communication tool. How you present your business online directly affects how potential customers view your brand.
The same time and consideration should be spent on your social media posts that you spend on your company brochure, website and other marketing materials. But you should think carefully before you post. Managing a successful social media marketing campaign requires expertise, tools and time.
“Good content always has an objective; it’s created with intent. It therefore carries triggers to action.” – Ann Handley (@marketingprofs)
How often should I post?
This is a tough one. If you’re only posting once a week, you will definitely not be at the forefront of your target audiences’ minds but, if you post too often, you’ll irritate those you want to inspire. For 90% of businesses though, one post per day on each network relevant to you, is usually enough to be able to influence people. Depending on how you manage your social media marketing, this could easily be achieved in 5-10 work hours per month.
Can I afford to post on social media?
Advertising and promoting your brand using social media is cheaper than traditional advertising. According to the Out of Home Advertising Association of America, it is also more effective and helps you reach a wider audience.
If you don’t have the budget for a large-scale multi-media campaign, you’ll have to decide where to best focus your advertising. Posting on social media is likely the most cost effective way of marketing your brand while also yielding the best results.
There are various options when it comes to managing your social media marketing. If you decide to keep your social in-house, you’ll need a dedicated, skilled social media manager and team if you want to post consistently and effectively. You will also need the current technology and tools to create your posts and associated graphics.
Related post: What Should Social Media Cost?
Alternatively, to maximise the value gained from posting on social media without investing lots of resources, you could outsource.
So what is outsourcing?
Certain business functions can be performed by a third party on a contract basis rather than by a direct employee of the business. Outsourcing is often thought of ‘moving’ specific functions overseas, but it refers to all contract work.
Many companies outsource important functions like IT, accounting, software development and quality testing work. The business case for outsourcing varies by situation, but the benefits of outsourcing often include the need to keep costs low, increasing efficiency and access to specialised skills and resources. There are also potential risks of course. Some of the drawbacks of outsourcing include lack of control and the third party not being fully engaged with your business. Overall though, outsourcing can make a huge difference – especially to small or medium sized businesses.
Outsourcing for social media
Outsourcing to a social media agency will bring expert knowledge and strategy into your business. An agency will also have access to cutting-edge technology and will be able to include graphics and videos in your posts, which are a great way of grabbing your audience’s attention. Compared with an in-house media manager, a social media marketing agency offers a wealth of knowledge and experience under one roof, at a fraction of the cost.
It is important to choose an agency that is willing to work closely with you, get to know your business inside out, provide great content and offer you packages that make sense for your business. An agency should be able to post frequently across your chosen networks, allowing you to get on with running your business.
One of the few drawbacks to working with a professional social media agency is that costs can vary enormously. Unless you have thousands to invest each month, larger agencies are best avoided. What you should be looking for is a small agency who demonstrate real passion and commitment to your business.
“Social media is not just an activity; it is an investment of valuable time and resources. Surround yourself with people who not just support you and stay with you, but inform your thinking about ways to WOW your online presence” – Sean Gardner (@2morrowknight)
ScootSocial is a social media marketing company designed to offer a low cost service that appeals to many small businesses and startups.
Scoot365 is our flagship package that offers a consistent and regular feed of high quality content on your social media networks. Scoot365 offers a social media post to both Twitter and Facebook, 7 days a week, for just $99/month. It is a complete and affordable solution for your business, keeping your social media feeds populated with content at all times. Our proprietary system will ensure that only the most engaging content is shared to your profiles and our graphic design team will create 50+ bespoke images to make your posts look great!
You get a social media dashboard (worth $30/month in itself) so you can review and approve posts before they go out. If you have time, you can add content, but even if you’re too busy, the post will still go out. You’ll also get a weekly email preview of the coming week’s posts.
We’ve been operating in this sector for over 8 years, so we understand the value and cost of what we do. We live and breathe social media and online content. When we start working with a new customer, our whole team immerse themselves in your business, industry, and competitors so that we ensure tailored and relevant high-quality content is posted for you.
In our experience, if you want to see results from social media posts for business, you need to treat it as seriously as any of your other business processes – in which case, outsourcing it to experts is the way to go.