Why SMBs should get involved In Social Media

Social media allows SMBs to communicate, create and share content over the Internet. To reap the full benefits of social media, SMBs need to understand how the space works, and ensure their online activities complement their offline marketing activities – in other words – you need to have a plan in place so you are not wasting precious time flying blindly.

The Optus Social Media Index for SMBs report shows that business activity in Australia is concentrated around Facebook, YouTube and Twitter.

Facebook is unsurprisingly dominant in this space. Its format, and familiarity to most people due to personal use, drives SMBs to create a profile as an entry point into social media activity.

The report also shows that SMBs planning to become involved in social media are more actively seeking to educate themselves in it, and see the benefit of it as a tool to help with customer satisfaction, and drive sales through acquisition and retention.

Benefits for SMBs engaging online

There are many benefits for SMBs to engage in social media, such as online brand building; attracting new customers; opening new revenue streams; helping to put a human face/tone to the business; improving interaction with customers and prospects by explaining products and services in new ways; obtaining feedback from customers and prospects; expanding the reach of your business beyond geographic boundaries; and creating networking opportunities with others in the industry.

Some things to consider before becoming a ‘social media guru’

Before a business even starts engaging online, you need to step back and ask yourself questions such as:

• Are your competitors using social media? If so, take note of what works for them and what doesn’t. Are any of these activities appropriate for your business?
• Is your target audience interacting online? If so, where are they searching for content about your industry, products or services? How do they consume social media – where do they ‘talk’? This research will give you a clear indication as to which social media channels you should invest in i.e. Facebook, Twitter, a blog or YouTube.
• Do you have the time to invest in social media? How can social media complement your overall marketing activities and business strategy? Social media is mostly free to use, but it does take time (anywhere from two to 10 or more hours per week) to understand it and use it properly.
• Do you have the patience and interest? Are you the best person to be doing it? Like many marketing activities, social media is a long term investment that requires a strategy and consistency. It is important that once you develop your online marketing strategy and spend time creating the initial push to engage with your target audience, that the conversation and interaction is maintained. A small but engaged audience is better than a large inactive one. Target followers, don’t farm them randomly – you’ll get more active brand ambassadors this way.
• Do you have a website? If so, make sure that you integrate the social media tools with your site, and that all sites/tools are linking to each other – in other words, you driving traffic (customers) from one site to the other.

It is important to note that once you identify the social media tools and start engaging in conversations with your target audience, it is more important to have 40 ‘targeted’ friends on Facebook acting as brand ambassadors, rather than 200 random friends who will not be actively engaging with you and your brand.

Case study- starting small but targeted

Step Into Life Elwood is a personal training business, offering locals the opportunity to lead healthier lives, make new friends and enjoy the benefits of exercise. As a relatively young business, and with a smaller client base than other franchises, SMB owner Rob Marshall saw an opportunity to grow his clientele through social media. Rob set up a Facebook page, which he uses to connect with new and existing clients, in addition to using email. Marshall set up his account shortly after opening his franchise, and more than three quarters of his clients now use it to connect with him and receive updates.

Popular among his younger clients, Marshall’s Facebook page allows him to put out notices, merchandise and events information, plus links and notes to his clientele.

“I became involved in social media primarily as a way to drive sales through acquiring new clients and holding on to the existing ones. It’s a great way to network and build relationships, especially with my younger clients who have their own Facebook accounts too,” he said.

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