Marketing is a crucial component of any organization's survival tools, especially in today's digital age where competition over customers' attention online is increasingly fierce. For many companies, social media has become the preferred battleground in their efforts to reach new clients.
To avoid putting off potential customers by being too pushy or advertising inappropriately, organizations must constantly update their marketing strategies on social media, or risk losing out to competitors. These seven entrepreneurs share their best tips on how a business should leverage its social presence to optimize its marketing approach in 2019.
Focus on quality over quantity.
No matter the strategy employed, businesses should always remember to focus on quality over quantity. That applies to social media as well, according to Joel Mathew, CEO and founder of Fortress Consulting.
"It's easy to get overwhelmed when seeing how much others post and to feel like you have to keep up," says Mathew. "Our focus this year is that less is more and that each post should be impactful and have relevance to our clients and followers. If that means posting less, we're good with that."
Be consistent and authentic.
Being true to yourself and consistent in your approach is crucial for social media success, thinks ABN Circle CEO Fritz Colcol. "Between my accumulated Instagram pages, I have built a following of over two million. Whether the page is in the fitness, business, entrepreneurship or personal niche, I find the most success through consistency with posting."
More specifically, posting at least once a day helps expand reach better than posting less frequently, Colcol explains. "Staying consistent and authentic has helped both my personal and business brand grow."
Consider hyperlocal marketing.
Employing hyperlocal marketing strategies is another great option, especially for businesses that serve specific areas. "I love using the geo-tagging feature on Instagram to search out potential customers who are currently nearby to draw them to my local business," says Rachel Beider, CEO of Massage Outpost.
"Simply searching who has tagged themselves at the local juice bar or yoga studio and then liking and commenting on their posts is a nice way to let them know that my massage studio exists," she says. "It brings in a ton of new clients regularly."
Get more online reviews.
"My focus will be on getting our message out to prospects about how we've helped our current clients. Part of that strategy is focusing on gathering online reviews," explains Jared Weitz, founder and CEO of United Capital Source Inc.
According to Weitz, business reviews are key when it comes to converting customers. "When I look for a service, I look at reviews and overall customer experience. If those reviews are relevant to me, then I know I'm on the right site. I want our clients and prospects to feel and see that from our social media in 2019," he shares.
Use more video.
An essential element of any marketing strategy on social media or elsewhere online is video, and especially live video, thinks Andrew Schrage, CEO of Money Crashers Personal Finance.
"Video has long been a part of any effective social media strategy, but in 2019 the shift will be more toward live video. It is more engaging and compelling, and the content by default is more personalized," Schrage explains.
Leverage the Pinterest marketplace.
Businesses should consider using social media as a marketplace, not just their own e-commerce portals or Amazon. Pinterest in particular is very effective, according to Codie Sanchez, CEO and founder of Codie Ventures LLC.
"Got a cool product? Everyone turns to Amazon to sell, but the giant is starting to sell products as well, siphoning off some profit margin from smaller sellers and forcing them to make it up elsewhere," she explains. Some vendors have begun selling through the Pinterest interface instead. "And the best part? Your pins are evergreen content that continue to pay you."
Prioritize a single channel.
"One of my biggest mistakes with my last company was spreading our content strategy too thin," says Aaron Schwartz, co-founder and COO of Passport. "It's great to have unique content for Facebook, Twitter, etc. But a small business doesn't have the resources to keep that up."
Schwartz's current company is prioritizing Medium and syndicating from there. "The platform enables us to write more detailed content and have actual interactions with customers," he explains.