All the world’s a stage, and all you want is a few people to pay attention to your role upon it. Social media marketing is one of the most critical ways to find new customers for small businesses. Finding followers organically, rather than with the added expense of paid ads, is a wonderful goal. It can seem impossible, though, to stand out amongst large brands, and giant marketing firms, all trying to gain eyes and ears for their products as well. So how can you organically gain social media followers?
Find Your Voice
Your brand depends on how you conduct yourself on social platforms. Just as your logo and your demeanor determine or undermine your brand, so does your “voice” on social media. Your demeanor must match across all social media platforms and your brand. For example, while a service-oriented company’s social media could have a folksy characterization, a legal team would not. You’ve probably seen how companies code-switch in the marketplace. Finding the “persona” that suits your profile is important. It should work well with your brand, not against it.
Follow a Guideline
What you will be for or against, naturally, will be determined by who you are and what your brand is marketing itself to be. It is important to include a call to action to help generate potential followers. It’s also important to be honorable in that call: to both call yourself a Christian organization, for instance, while also smuggling antiquities illegally is not a good look for a crafty company. Be clear and concise, and don’t waffle. If you make a mistake, genuinely apologize.
Niche is Nice
Not everybody needs to talk to a plumber or lawyer, daily, even on social media. But, if you consistently have something to say, information to give, or news to report, they will follow you. Figure out where your specific niche is. You need to find out what your role is on each platform. Social media is known to be a little less buttoned-down than a formal business page, and to have less formal voices communicating. Figure out how you want your communication for your niche to look.
When in doubt, follow who the influencers follow, and talk to those groups while you find your footing. Remember to promote hashtags, your own and others, in meaningful ways. Keep going—you’ll soon get the hang of it!
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