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Your social media followers don't immediately convert into customers. The process takes time. Converting followers into customers takes a bit of posting and management strategy. Your audience consists of a wide range of users, and the same directly promotional content for long-time followers won't appeal to new viewers. Mix good, fresh content into your feed, rather than strictly promote your small business. Here are three ways to do that while staying on brand:
On social media, people like fun content that makes them think, so package your message in something that is visually interesting and falls somewhere between informational and entertaining, rather than on a persuasive or promotional spectrum.
Depending on the nature of your business, it's okay to be lighthearted, playful, even sassy. If your post or graphic piques interest or even has a bit of snark in it, you may increase the chances someone will share it, thereby potentially expanding your network and reach. As long as you're not alienating your target market, you're doing it right.
Your customers aren't going to stick to Yelp reviews or the customer service hotline to voice their problems with your small business. They're also going to reach out to you through your social media platforms, either privately or publicly. If they have a valid complaint, solve it publicly. Others may have the same questions or issues and can work it out with your public resolution. While there's not much you can do to stop people from posting negative things on their own feed and yours, you can mitigate the situation and help change the end of the story with the right response.
Social media will always have an element of networking. You need a following, and so does everyone else who is investing time in Facebook, Twitter, LinkedIn, and others. Find collaborators that aren't direct competitors. For example, if you do financial consulting, share and link to a trusted tax accountant's content. Ask that tax accountant to share some of your company’s posts as well. Both parties can grow stronger!
Social media is what you make of it. The best way to grow a strong network of followers, subscribers, and customers is to have content that's engaging and useful, even if you don't get sales from an individual post or two. For more information and other social media tips, contact us today.