It’s pretty simple really – social media is cheap (often free!), easy and fun to use. Most of a small businesses customers will be on social media themselves, so it’s one of the most effective ways for small business owners to connect with, engage with and retain their customers.
The sky’s the limit when it comes to social media. Businesses can drive traffic to their website, conduct surveys, engage in conversation, post images and videos – there are so many ways that social media can be used to boost brand awareness and stay in touch with customers.
That said, business owners shouldn’t fall into the trap of thinking they have to be across ALL social media platforms. What’s important is finding the ones that work best for them, and using them to their fullest potential. For example, if a business is selling DIY tools, then a YouTube channel with a series of how-to videos would be ideal.
It’s also important not to actually advertise on social media. It’s used to generate interest and engage with an audience, not to promote a range – that’s what the website is for. Social media’s an auxiliary marketing tool that’s used to create interest and awareness.
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