The start of a new year is the perfect time to tackle those tasks that on the surface seem annoying and time-consuming, but once done can set you up for smooth sailing throughout the year.
In the upcoming Content creators masterclass at the Suburban Business Hub in Nundah, you'll learn that one of those tasks is setting up your social media strategy. As things wind down over the holidays, there’s a window of opportunity to take a look at how you’re set up and what you can do to make the most of your social channels in 2023.
Leading expert on growing and building communities via social media, Kate vanderVoort from Social Mediology, says that business owners can help their planning by taking a step back.
“Particularly when it comes to social media, I recommend before getting anywhere near platforms, that business owners get really clear on who their audience is,” she said.
“Often that’s coming back to basics. Businesses can be so busy trying to talk to everybody that they end up talking to nobody.” Facebook for example has a much older demographic so if your clientele is in the 18 – 25-year-old age group you may be wasting your time on that platform and need to consider social media such as TikTok or Snapchat.
Get clear on your audience
Who is the ideal customer? Create a detailed visual of who that person is. Some things to consider when mapping your audience include:
- How old are they?
- Do they have kids? How many?
- What do they do for work?
- What do they enjoy doing in their down time?
- What are their values? For example, are they environmentally minded or family orientated.
Kate says it can transform the way people approach content because they imagine they’re talking directly to a person. “It’s like you’re sitting across from each other drinking a coffee rather than a slick marketing message broadcast to everyone.”
Show up (in a way that works for you)
Kate believes one of the beauties of social media is being able to show up in whatever way works best for their business. “Business owners, especially those solo-operators, can be authentic, they can be themselves and that’s what is attractive to people rather than trying to roll-out a one-size-fits-all strategy.”
Community is key
A small community of connected, passionate people who believe in your business is always going to move the needle more than generic type audiences according to Kate. “Sometimes in trying to be so aspirational, your customers can’t see themselves in the content you’re sharing.”
She suggests providing the opportunity for people to connect around your business. "One of my favourite examples is Cake 2 The Rescue. They sell amazing cake kits to help people make their occasions great with beautiful cakes. But what makes this company so special is the Facebook community they have grown, where people (mostly women) build each other up and help each other move past perfection to create cakes for their children that are filled with love."
It doesn’t have to be a big budget
Kate wants business owners to know that setting themselves up for success on social media doesn’t have to cost the earth. “There are so many low cost or free apps and tools that can really help – especially small businesses that don’t have a big team – to be very professional with the content they create and share.”
Invite engagement
A common challenge Kate hears from business owners is that no one is engaging with their content. “Often the reason is that they’re not creating an invitation for their audience to join a conversation, participate or provide feedback. You need to encourage the engagement by asking emotive questions or inviting comparisons."
And when asked the age-old question of “What do I post?”, Kate suggests talking to your customers.
“Reach out to your top five clients or customers and ask them what you can do to add value to them? What was it that made them choose you to work with or buy from? This insight can help you find your audience, tailor content whether it be blogs or social media to the right people.”
More information
For more information on small business social media and marketing support to start, run and grow your business in Brisbane, visit our Business in Brisbane page.
You can also visit our Suburban Business Hub at 16 Aspinall Street, Nundah to co-work, attend a business event or talk to a Council Officer.