How To Use Social Media On A Small Business Budget

How To Use Social Media On A Small Business Budget

If you’re the owner of a small business or a start-up, chances are you're running low on a marketing budget. So what should you do to spend less and get more exposure and brand awareness? Let me share some simple and easy ways to make your brand stand out with a rock bottom, or almost free budget.

Many of the start ups and small business owners don’t have the financial backbone to fully support their marketing objectives. Their main emphasis remains on generating at least some sort of brand awareness or revenue stream that eventually starts helping their larger marketing plans. And it’s understandable.

Social media marketing is the quickest and cheapest form of “brand activation” tactic that should be used in a calculated manner. WeAreSocial’s global digital snapshot 2016 mentioned that out of 3.4 billion internet users, 2.3 billion are active social media enthusiasts. This clearly shows that the total addressable market is most likely to have a social media account on any of the popular social channels like twitter, linked in, face book, instagram, you tube, snap chat or others.

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The choice of social channel is dependent upon the product, services type and market segment. Since small businesses wouldn’t want to waste their precious bandwidth or money on generic efforts, choosing the best possible social channel would be crucial.

Here is how you can start:

A content calendar file holds almost everything related to a full blown content creation and marketing plan. One can easily list down targeted business keywords, industry segment, press releases, ETA for publishing and even the size of that content to be created.

Use this file to push out targeted and controlled content on your website, BLOG or content marketing plans. And don’t forget to incorporate keywords that your audience would use to search for products / services that you offer.

Newsjacking is the art of blending your company message in a trending news item. It’s a novel way of getting your company’s word out in a “not so related” subject, but bending it in such a way that people would love it. I will cover this topic in another article.

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Take an example of movie “Star Wars the Force Awakens” which was released in 2015. Many companies used the popular hashtag #StarWarsTheForceAwakens to spread their message that gave them instant buzz and recognition in a highly saturated social arena. Below is an example of how NVIDIA utilized this popular hashtag to circulate their company message.

Many of the small business owners struggle with identifying right audience and social channels for branding. Overcoming this challenge is not rocket science. Start by listing down the qualities of your product and the audience personas or segments. Most of the business to business (B2B) audience hangs around a portal that is considered authority in their industry and subject. Professionals are using Linkedin, MeetUp or BranchOut to connect with likeminded people or to laser target their offering to people who are decision makers.

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