Social media management can be very complicated for a small company just starting out. However, for any company in this modern world, it’s a very important aspect of getting your name, message, and products or services out there, and allowing the prospective customers know that you exist. It’s important to remember that if customers don’t know you exist, you can’t really compete with anyone. If people aren’t aware of you, you aren’t going to gain market share.
So, how do you increase your market share and get your name out there? There are, of course, the classic techniques. Old media, although seemingly being derided with the moniker ‘old’, does still work wonders in advertising. For a new business, a local television ad is a possibility, albeit an expensive one. Not only do you have to pay for a time slot that will get visibility (it’s sad, but nobody is really watching television at one in the morning except for people with insomnia, and they’re likely not giving it much attention, so even though they’ll be exposed to your commercial, it does no good), but you’ll also have to pay to create at least thirty seconds of content to play. Commercials on TV may be prohibitively expensive for a company just beginning to expand.
Radio is another viable alternative. A lot of research suggests that radio is the most accessed form of media, with greater than 90% of Americans encountering it for at least some time on any given week. However, just like with television, you’re spending a fair amount of money creating the content as well as the money being spent for the actual air time. Another draw back is that, although people may be hearing a radio ad, whether or not they’re really listening to it is questionable at best. If you’re sitting in your car in rush hour traffic, it’s not likely you’re actually taking anything you hear on the radio to heart; you’re too busy being angry and trying to deftly navigate the roadways. There’s also radio sponsorships, but outside of sponsoring a small local show, it’s not likely that a small company just starting to grow has the capital on hand to sponsor a radio show.
A classic source of advertising is the oldest form of media, printed media. Newspapers, magazines, and other periodicals have been popular in America since the country was founded. Unlike other venues for advertising, there isn’t really any ‘sponsorship’ style deals for a newspaper, although there are businesses and organizations that will take out a large ad space and attempt to make it look like an article being written declaring the virtues of whatever service or product they’re offering. A big problem with taking out ad space in newspapers and magazines these days is that both are losing popularity rapidly. Hardly a month goes by without news of another magazine or newspaper closing its doors, vastly cutting its staff, or switching to an all online format in order to avoid the costs associated with delivery and printing solid media.
For a company just beginning to expand and gain market share, social media management can be a much more realistic choice. The social media marketing agency can help a small business grow in two ways. First, they can help lead traffic to the company’s social media sites. In order to do this, they’ll have to use targeted advertising to advertise the business’ media pages on the feeds of prospective customers. Doing this properly will raise awareness among the prospective customer population that your business exists, and that you have a page showing what you have to offer them, and, hopefully, why they should do business with you instead of your competition. Next comes the harder part; turning a prospective customer to a loyal customer, creating long-term growth.
In order to accomplish this, once the customer is following the business’ social media page, they have to entice the customer into going to the shop in the first place, and then into returning. To be sure, part of the responsibility rests on the shoulders of the people working there; a good experience will encourage people to return, as will offering a product that people desire at a price that is competitive. However, a social media page can assist by acting as a place to announce new deals, new inventory or services, and to encourage customers to return for sweepstakes, contests, buy one get one free deals, and things of that nature.
Having a strategy for managing your social media presence is important, but for a small company, it can be an undue burden. Hiring an outside public relations firm specializing in social media management may be a better choice.