Easy Promotion Of New Products & Services
While spreading the news about new products and services through traditional local channels still has its merits, getting the word out through social media can give your campaign a huge boost.
Through social advertising, your community, and your own page, you have several options to “show what you’ve got.” And you can do this with images, text, and video.
It’s amazing when you can actually show your product in action from all angles!
Moreover, you can let your fans spread the news for you. If you have shareable content, they will pass it on.
If you have followers that are raving about your new thing, let their positive reviews shine!
The more their love for you gets the spotlight, the more attractive you will be for others.
Not using social media marketing for your new products? Then you’re giving your customers a very limited experience in getting a taste of what’s to come.
Free Mass Publicity
Throughout this article, you might have been rolling your eyes, thinking: “Does this mean I have to spend all my time reacting to everyone on social?”
I hear you. And no, you don’t.
Though you should pay attention to what your customers tell you about their experience, you don’t have to bend over backward for every voice out there.
Some social influencers have become so accustomed to companies quivering in their boots for any negative tweet or post. They assume they are all-powerful.
However, if you remain authentic, open in your communication, and use a bit of clever banter, you will often find yourself on the winning side of things.
People are getting quite fed up with spoiled insta celebs and will gather behind you.
And if you get lucky (or is it luck if you play it smart?) – you can end up being featured in the mass media.
CVT Soft Serve vs. Influencers
A great example of this is a “beef” between CVT Soft Serve ice cream cafe and influencers trying to encourage the brand to give them free stuff in exchange for promotions.
Basically, Joe Nicchi, the owner of this business, got so tired of self-proclaimed celebs asking him for free ice cream that he had to introduce a so-called ‘special offer’:
Screenshot taken by author, January 2022
Joe decided to charge influencers twice to punish them for their blatant behavior.
And you can’t say his followers did not support him:
Screenshot taken by author, January 2022
It’s an awesome example of how people can rally to a brand’s defense, especially considering that CVT’s owner has the right to be mad in this situation.
That said, making such statements is not for the faint of heart; there is still a big chance some people will bash you for using negative situations to your benefit.
But it’s also proof that you can use bad publicity to your benefit.
Check out this guide on how to use influencers as part of your social strategy.
Which Social Media Platforms Are Best For Your Business?
Face it, you can’t do everything at once.
Well, some companies can (thanks to amazing tools and teams).
To start, however, you should focus on one or two channels first.
Need help selecting the right social media platforms for you?
Here are some tips to decide which networks to focus on.
Type Of Content
This can vary, from images and videos to written content.
Let’s imagine you’re providing plumber or dental services, in which case it’s hard to post a few photos per day (compared to restaurants and shops that prefer to focus on visual content).
This means that Instagram won’t work for each and every local business, as opposed to Facebook.
I believe that a local business should have a company page on Facebook (see image below) where a potential customer can find all necessary info (i.e., working hours, location, site, and services you provide).
Screenshot was taken by the author, January 2022
Where & When Is Your Audience Most Active?
Having a page on a channel doesn’t mean that you need to produce posts on a daily basis.
For instance, if your audience isn’t really actively engaging on Facebook, then posting a few times per month should be enough.
However, if you’ve found out that your current and potential customers are actively engaging with your competitors and industry niche pages, then it’s a green light for you, too.
Another thing that’s worth checking is Facebook groups. With the help of Facebook closed groups, you can find:
- The most urgent and viral topics.
- What sort of content resonates best with your audience.
- What influences their buying decisions.
The same goes for other social media channels. So, research other local businesses on Instagram, YouTube, Twitter, Reddit, and Pinterest.
Here you can find an overview of the most popular social media channels by the number of users.
What Is Your Budget?
Take into consideration the number of hours you can invest in this and/or the budget you have.
Nowadays, successful social media managers spend a good amount of time creating social media posts – and even more, hours engaging with their audience.
Conversations and engagement are the main keys to social media success.
Likes and shares won’t help your community grow as much as comments and interactions.
This is why you need to understand whether you have enough resources to be present (e.g., cover just the social media basics, post something from time to time) or active (all the basics, posting daily, plus interacting with and quickly responding to people) on social media.
Connecting Your Offline Customers With Your Social Media Platforms
Once you’ve selected the right social media platforms, you’re going to face another painful issue: Your audience is still split between the online and offline world.
This is where all brands are struggling, more or less, with clients who are constantly consuming their products but are not a part of their social media community.
You need to connect users who are consuming your products/services offline with your online activity.
They can help you grow your presence, leave positive reviews, and connect your business to a location because they are connected to the area around it.
So, how does that work?
Here are a few ideas on how you can do it:
- Ask them to check out your business on social media by giving them a printed card with all your details.
- Make a photo corner where they can take a photo/selfie and show pictures of other clients. Remember, social media marketing is 1,000x more effective when it’s about your happy customers (not YOU), so put them in the spotlight!
- Create a giveaway.
- Give people a discount on their current purchase/bill if they join your online community.
- Invite them to a special sale that will be running exclusively for your community.
Being online for businesses has become very, very local.
Everyone on social media is being located, by the things that they like and the things that they do.
Social media marketing can be an effective, fairly low-cost way to create greater visibility for your local business.
So, be one of the things that a lot of locals like on their news feed, and more of them will follow.