Ian Campbell
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I.C. Enterprises

Business Strategies For A Digital Age

Using Social Media As A Business Tool

I.C. Enterprises - Using Social Media as a Business ToolSocial Media Is A Tool To Get Customers And Clients!

Social media is still one of the best overall tools to get more people to see your business and helps increase website visitors and customer interaction with your brand.

Let’s go through how to make Social Media work for your business.

Have A Plan

I am sure you have heard the old adage “If you fail to plan, you plan to fail”. This is so true in every aspect of your business but so often neglected in the social media marketing area.

The reason you need to have a clear strategy for social networking is so you can keep on top of the message you are trying to dend out, and not get caught up in the time trap of “being social”.

Your plan must address the following things:

  • Which Platforms Will I use
  • How often will I communicate
  • What message do I want to send out
  • How will I keep track of leads
  • How much time will I spend on Social Media per day

This is only a quick list of things that must be thought about and planned for, but once you work these out you will be prepared to use social networking more effectively.

Find your audience

There are a lot of social media sites out there, but to try and use them all would be a waste of time and effort.

Each network has it’s own demographics and to be effective you must work out which ones have your audience as members.

Start with who your ideal customer is, is this person male or female, young or older, technically savvy or not? These are things that will help you work out which platforms to use.

For instance: Jill has a business that sells baby clothes and her ideal customer is female, aged between 18 and 40 and is reasonably tech savvy. Using the information she has, she decides that she will use the following networks: Pinterest – high female membership, right age bracket and a very visual site to help show her products. Facebook – Huge potential audience and lot’s of mum related groups and pages to network with.

As you see, Jill has only decided on 2 networks as she feels this will give her the best exposure without being too time intensive.

Communicate Regularly

You need to keep your message out there to have success in any social media network. There really is no point posting 10 things in one day and then nothing for the next two weeks. Consistency rules for engagement and reach and to be seen you must develop a routine.

The 80/20 Rule

A social network, even for business, is not about selling all the time. People use social services to connect and be informed and entertained. Your followers will be quick to leave you is all you are doing is trying to sell to them all the time so it is important to follow the 80/20 rule.

The 80/20 rule is as follows – be entertaining, informative and personable with at least 80% of your content and never directly promote your products or services more than 20% of the time.

Depending on your audience, you may even need to change this to a 95/5 rule instead, only your testing and asking for feedback will help you find out.

Be An Expert, But Be Yourself

People love to connect to an expert, but they also want you to be genuine too. If you come across as fake or self serving it will not be long before people avoid you.

Be likable, informative and helpful whilst occaisionally putting a bit of your humour and personality into your communication. Just be careful that when using humour it is appropriate for your audience and the platform.

You Need A System

In wrapping up, I want to leave you with this last bit of advice. You can use Social Media to effectively build a following and increase leads to your business, but without a system to retain them there is little point.

Social Media is a business tool that helps you connect and communicate with people who may want to become your customer, but unless you lead them to a sales system you are losing more leads than you are gaining.

Stay tuned for my next post in this series: Convert Visitors To Customers With A Sales System

6 Responses to Using Social Media As A Business Tool

  • Great post. I love the insights into having a plan and learning all we can about different platforms. I am still learning about some platforms while others I know well. Thanks for sharing.

    • Thanks for your comment Mandee. Social media is constantly changing so it is important to only concentrate on those that will serve you best. The only way to do this is by checking out which ones may have your audience and experimenting with them, however you need to plan this and stick to a time frame so if it is not right, you can then move onto the next one. Cheers, Ian

  • To the point clear guidance. I do know this but it’s always good to have these points reiterated.

    • Thanks for your comment, it is always good to be reminded I think, regardless of how much we know sometimes we need a gentle prod to keep us on track. ~Ian

  • Excellent post, Ian, and overall blue print for using social media as a business tool. All are great points on how to make Social Media work for your business. Thank you for sharing this!

    • Thank you for the kind words Robin, I feel it is important that people concentrate on using social media that will help their business rather than getting sucked into the overwhelming idea they need to use them all. Thank you for sharing this amongst your social media connections. ~Ian

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