Introduction to digital marketing for SMEs: Social media

When starting a business there are many things to think about, from your product or service, to how best to market your business. As we become more digital, reaching and targeting people is most effective online. However, how to reach, then engage and gain people as a loyal consumer through digital platforms is a daunting process, especially if you do not know where to start. This is why we will be breaking down the steps to how to start digital marketing for your business through our miniseries ‘Introduction to digital marketing’.

Here, we will cover the different channels you can use to target your ideal client.

Social media as a marketing tool

Getting on social media is key. 75% of people now use social media to search for brands, meaning if you aren’t on social platforms, you aren’t going to be found. However, with so many platforms to choose from, how do you know which ones to use?

Instagram

Instagram is a visual platform; therefore, your content will be images and videos and with 2 billion monthly users it is one of the main platforms to consider when promoting your business. What are the pros of using Instagram:

• Communities on Instagram tend to be loyal, with your followers being extremely invested in your business
• You can engage with your community through posts, stories, reels, lives and Messenger – giving you the freedom to use a variety of content to showcase your business
• The ability to run paid advertisements
• Targets Gen Z and millennials extremely effectively – with more than 62% of users being below the age of 34
• You can point followers towards your website as well as sell directly through the app
• You can partner with influencers that align with your brand

TikTok

TikTok has many advantages to businesses due to its algorithm. Unlike other social media platforms, its algorithm is so accurate that it can target your specific audience immediately. In the UK alone more than 1.5 million small businesses use TikTok to reach their customers.  How TikTok could benefit your business:

• Video content allows consumers to see more behind the scenes of your business, which in turn gains consumer trust and loyalty. It is this style of video content that does especially well on the app due to its authenticity.
• The algorithm has the potential to reach 8 million people in the UK alone
• TikTok Shop allows you to sell your products directly on the app, improving customer purchasing experience
• TikTok Live allows you to further engage with your customers
• If you are trying to target Gen Z then TikTok is essential for your social media strategy as 40% of users are between the age of 18-24

Facebook

If your target audience is between the ages of 25 and 34 then Facebook may be the platform you want to use. Owned by Meta – the same as Instagram – you can post simultaneously on both apps, saving you time. However, bear in mind that using the same social media strategy for both apps won’t work, especially if you are trying to reach different demographics on each platform. However, Facebook’s main advantage for businesses is their Facebook ads:

• Facebook ads are designed so that you can curate your ideal customer before pushing the ad onto their accounts.
• You can then easily monitor the analytics on your ad through the Ads Manager feature, allowing you to see which aspects of your ad were successful and which were less so. This helps to improve your strategy for next time.
• Like Instagram, you can post videos, photos or just text, as well as have the ability to post stories and go live, there are multiple ways for you to engage with your community.

LinkedIn

If you provide a professional service, then LinkedIn is an invaluable tool for you to network and build a community.

Like other social media platforms, there is a messaging tool, as well as the ability to post photos, and videos and upload files with your posts. It is this style of posts that gains the most engagement on the app. There are also LinkedIn Ads, which allow you to target specific job titles, industries and companies, helping to grow your B2B network.

The key to success with social media marketing is consistency. Posting regularly helps you build a community as well as incentivises the algorithm to push your content to more people. If you are thinking of using social media as your main form of marketing, then it is recommended that you invest your time into it, as the rewards can be extremely worthwhile.