Technology

Social Media Techniques For The Busy Entrepreneur

Lexi Tucker
Posted on October 8, 2018

Focus on the social media sites that will get the best engagement from your clients.
Focus on the social media sites that will get the best engagement from your clients.
LAS VEGAS, Nev. — You must keep up with social media marketing strategies when targeting modern consumers. But operators are always so busy; how do they find enough time in a day to snag audience engagement?

Andrea Racanelli, marketing communications director for The Capacity Group, talked about how to build a social media strategy on March 13 during the International LCT Show that will make sense to even the most occupied operator.

The Power Of Seven

Studies show prospective clients have to be hit at least seven times before they make a purchase. Your job as a marketer is to hit them as often as you can for the least cost. This isn’t just about one tactic; it’s about multiple touchpoints: Email, snail mail, social media, local organizations you join, etc. “All you want to do is get one more touchpoint in every time you can so they will remember you when they need you,” Racanelli said.

Creating A Content Schedule

When you sit down to evaluate your product, you must look at the entire year and plan your content around peak times. “We’re not going to talk about prom in September; we’re not going to talk about winter driving and safety in July,” she said. You must be strategic and think about important topics like weddings, vacations, and corporate travel, as well as the most logical times to mention how your service can help. “Map it out for the entire year and this will help you jumpstart your marketing programs because you already know what you’re basing it around.”

Know Who You’re Dealing With

To succeed in your marketing efforts, you must know what’s important to your target audience. Know where they live, their spending habits, and what platforms on social media they live in. “Depending on the demographic, they all use different platforms. If you’re marketing for proms, you might want to use Instagram. If you’re marketing for weddings, it might be Pinterest. If it’s corporate travel, it may be LinkedIn.”

Andrea Racanelli, marketing communications director for The Capacity Group, discussed best practices for creating a social media strategy to promote your brand.
Andrea Racanelli, marketing communications director for The Capacity Group, discussed best practices for creating a social media strategy to promote your brand.
Creating An Audience

For you to market properly, you need an audience, and there are many ways to create one. Purchase mailing lists. Get a list of all the students attending prom — maybe put together a package and offer a contest online for individuals going to the event. If you’re targeting business travel, buy a list of C-level executives or large corporations in your area.

Partner with organizations and stores. Join local Facebook groups. “Essentially, mom groups, the Disney travelers Facebook page, any of those pages that have people who are really passionate about something. Get on there and engage with them; this is another touchpoint to help you reach your seven. You’re getting your name out there. You’re positioning yourself as an expert, and starting a conversation with them, and that’s key,” she said.

Comment and share posts, and then other people will like, engage, and share on your page as well. Tag people when you can; you can do all of this easily on your smartphone. “In about three minutes, you can pull up the Facebook app and you could like 35 different posts. Three minutes, that’s all it takes.”

So many platforms, not enough time.
So many platforms, not enough time.
Social Media = Bacon

Who doesn’t like bacon? You must think of your social media technique in terms of the delicious, crispy meat treat. You can push out the same information on different platforms, if you just handle it a different way.

“So, if it’s Pinterest, it’s gonna be a beautiful recipe with bacon in it. If it’s YouTube, it’s a video of me cooking bacon. If it’s Snapchat, it’s a quick picture of bacon with funny filters. If it’s Instagram, it’s going to be a gorgeous picture of bacon. You get the idea. You can take your same posts, edit and tweak them a bit, and you’ll be set to go.”

Don’t Ignore Negative Comments

At first, seeing a negative comment on one of your social pages might create a mixture of reactive emotions. Instead of jumping on them and leaving a comment you may regret later, this is a good opportunity for you to show people how quickly you can address issues.

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“It’s also a good way to find out there are issues you wouldn’t know if people didn’t take the time to actually tell you,” she said. “If someone cares enough to put a comment out there, you need respond and thank them. I mean, unless it’s something of a threat or profanity, I encourage you to not delete a negative comment.”

Be sure to respond by addressing them by name. Thank them for letting you know what’s going on. Then tell them you want to fix things and make it right. You may then make the best customer you’ve ever had.

Hire Someone Else To Do It For You

If you still feel all of this social media stuff is too time consuming, hit your local colleges and hire two to five interns every semester. “They all earn credits to be with us because we give them actual lessons and projects to work on,” she said. Another option is using sites like Upwork and Fiverr to find talented freelancers to give you a helping hand.

Social Media Stats

  • 71% of consumers who have had a good social media service experience with a brand are likely to recommend it to others. (Source: Ambassador)
  • 96% of the people who discuss brands online do not follow those brands’ owned profiles. (Source: Brandwatch)
  • Visual content is more than 40 times more likely to get shared on social media than other types of content. (Source: HubSpot)
  • There are more than 50 million small businesses using Facebook pages to connect with their customers (Source: Facebook).
  • Four million of those businesses pay for social media advertising on Facebook. (Source: Forbes)
  • Link clicks account for 92% of all user interaction with tweets. (Source: HubSpot)
  • 78% of people who complain to a brand via Twitter expect a response within an hour. (Source: Lithium)
  • Top brands on Instagram are seeing a per-follower engagement rate of 4.21%, which is 58 times higher than on Facebook and 120 times higher than on Twitter. (Source: Hootsuite)
  • 90% of Instagram users are younger than 35. (Source: ScienceDaily)

Related Topics: entrepreneurship, Facebook, Facebook marketing, Instagram, social media, social media marketing, Twitter

Lexi Tucker Associate Editor
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