Here’s how Cape Cod businesses can use social media and online tools
Marc L. Goldberg
There are several ways to grow a small business. Leveraging social media in addition to traditional forms of marketing communication is a 21st century solution to building brand awareness and bringing customers to your front door.
This gateway can be a retail establishment on Main Street or your website if your business is an online marketer.
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Learning Revolution advises, “Content marketing adds value to your online posts, generates revenue and increases your influence without breaking the bank. Deadrite Park has created a wisdom tree to show how to use content marketing to generate leads and stay ahead of current customers.
Have a plan. The first step is to create a social media plan that outlines your goals and the tools needed to implement the plan. You may need to seek advice from a social media expert, but a plan comes before action.
Use Pinterest to demonstrate your knowledge. Create a company board and create pins that position you as a knowledge leader in your segment.
Create webinars. Another way to share knowledge and demonstrate leadership is to plan and host online webinars. It’s a simple way to generate leads.
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Press releases add credibility. Press releases for traditional dailies, weekly community press, and social media give the commercial reach they can’t get with advertising because releases have a degree of credibility that advertising or promotional tactics don’t. .
Update your website. Keeping your website up to date is essential. If it looks dated with old information, shoppers will click on the next competitor. Keep your blogs up to date. Blogs are important because they provide knowledge and advice that builds brand recognition.
Be brief. Not all posts need to be the length of The New York Times, i.e. 4,000 words. In order to capture your audience’s attention, you need to be brief, i.e. 500-1000 words. Snackable size so they won’t get tired of reading.
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Use landing pages for special events or promotions. When you have a special event or product line extension that will help grow your business, create a special landing page to promote it. If you’re planning an event, for example, your 25th year in business, use a landing page to differentiate the event from your normal business.
Use Facebook to engage with your followers. It’s a great way to share information and knowledge. It’s also a place to put a face to your business. You, your team, your place of business or your team at work in the field or at a commercial event.
Linkedin is business-to-business. This site helps you connect and grow your professional network. It is a lead generation vehicle.
Twitter is here and now. You can share your up-to-date information with current subscribers and potential subscribers who may become customers. Learning to use hashtags can help spread news on the Twitter network.
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Video is the best way to get your messages across. Using YouTube can deliver your message to new and existing customers better than any static message. Why? It captures and holds the viewer’s attention longer. Sales display. Showing how you do your job generates greater understanding and credibility.
Google Business Profile: Having your business profile is the first step in a buyer’s journey because it instantly gives them the information they need. Who, what, where and notices that draw visitors to your website where your call to action may be engaged.
Email marketing is not dead. With all the attention on social media, remember to have a continuous and steady flow of contacts using email marketing. You’re not a parasite when you provide valuable information that leads to buyer action. When you apply automated marketing tools to your systems, it makes communication easier.
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Podcasting engages and retains. More than a third of American adults listened to a podcast last month, and they tend to be younger, wealthier and better educated than the average population. (Learning Revolution) This tool is not for everyone, but you can train to become a podcaster.
Don’t forget the analytics. You want to focus on results. We started with having a plan. You finish with analyzes and refocusing if necessary. Why did you create content? What was his goal? Did it reach the intended audience? How successful were each of the tactics you chose in reaching your target audience and getting them to take your call to action? Metrics are the other side of the goals equation. Without understanding if and how the tactics work, they are just a financial drain on your business. Measure everything.
Contributed by: Marc L. Goldberg, certified mentor, www.capecod.score.org, 508-755-4884. [email protected] Source: “7 Great Ways to Create a Healthy Work Environment”, Catilin Nobes, 5/18/21, Achievers.