In today’s digital world, social media is a must for all businesses, no matter how long one’s brand has been around or how well-known it is. 

Social media is a critical tool that enables you to gain more from your current community while attracting new customers. When used effectively, social media allows you to tap into a free market where you can share how your service or product benefits customers and addresses their needs. Social media also provides invaluable insight into your customers’ thoughts and behaviors, which you can use to craft a more effective marketing strategy. Reach a wider range of audiences as well, while also having the unique ability to engage with smaller, niche groups. 

While social media has many potential benefits for your business, it does come with its own challenges, especially as you compete with thousands of other brands vying for attention on these platforms.

From the many available platforms, Facebook is the most popular to date, which has over 2.9 billion active users. As a business owner, it would be wise to have your brand present on this particular channel. However, being on Facebook is not enough. Not on its own, at any rate. 

Depending on your target audience, you can build your digital presence on several other digital channels including Instagram, YouTube, LinkedIn, Twitter, and TikTok. (The latter has already garnered a reported one billion users!)

But when it comes to joining these channels, it’s not simply about being present in the biggest; you have to be strategic. When choosing the appropriate platform, it’s important to remember who your customer is and know the spaces they engage in. This will allow you to better position your brand and create engagement that is more thoughtful, meaningful, and organic. 

Below are some tips that can help you use social media to your advantage:

1. Know and understand your target market

Having a social media account is only the beginning; what really makes the difference is what you post. Identify what type of audience you want to attract, for this informs which platforms you should invest in and what sort of content you should post. 

Business-to-business (B2B) companies often can be found on LinkedIn; individuals aged 25-35 use Facebook the most (Instagram comes in second); while Gen Z-ers can be found scrolling through TikTok.

2. Come up with a digital marketing strategy

A digital strategy becomes useful when establishing your online presence. Ask yourself what your brand is all about and how you want it translated into the digital space. It is a plan detailing how you will generate new leads, promote awareness of your brand, and engage with your customer base.

3. Plan your content

In a realm where attention spans are very short, your content should be attention-gripping and entertaining. Be dynamic and feel free to experiment. Maximize different formats such as videos, live streams (e.g., Facebook Live), Instagram and Facebook stories, photos, written content (e.g., articles, blogs), and the like. Also consider posting customer-driven content, where customers can vouch for your product or service. 

A handy tip is following the 80-20 rule: 80% of your content should be informative, while 20% should be to sell your products and advertise your brand. Create a social media calendar so you can plot your content at the right time and on the right channels.

4. Keep your ‘enemies’ close

Look at how your competitors use social media as a way to flatten the learning curve. This is where a competitive analysis can be a practical choice. Learn from their mishaps as well as successes. 

Be open as well to other innovations. For example, some brands develop apps for mobile device users; some modify their websites to adjust to mobile screens, and others enable cashless transactions for convenience.

5. Consider influencer marketing 

Getting exposure does not have to be too costly. For small businesses, micro-influencers may be the way to go. Apart from contributing to rapid customer acquisition, micro-influencers have a typically stronger engagement with their followers, even if their community is smaller.

6. Utilize automation tools

As a business owner, you probably have a busy schedule and can’t be tied to your desk. A cost-effective means to maximize social media is using automation tools that can schedule content publishing as well as respond to customer inquiries (ie chatbots). Also worth consideration is managing a centralized inbox where inquiries from different platforms can be directed, so you don’t miss a single one.

7. Follow through by tracking your performance

By studying your results, you will find - over time - what does and doesn’t work. Make the necessary tweaks and see if it improves. 

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Social media, when used properly, can expand your customer base and promote brand awareness to a wide variety of audiences. It takes time and effort to manage your social accounts, but it is a powerful tool to have at your disposal, especially as it has great value and potential in converting interest to the sale. Use these channels strategically.

Unsure of the best approach to fully maximize digital tools to gain bigger revenue? BT Partners can help you see the bigger picture and collaborate with you to craft a more effective and comprehensive strategy.

Get in touch with us today at partners@btpartners-asia.com.