Your Comprehensive Guide to Social Media for Small Businesses
3 9 11 13 16 17 19 Understanding Social Media Overview of Different Social Media Channels Getting Started on Social Media as a Small Business Utilizing AI and Social Media Best Practices for Social Media as a Small Business Owner Tracking and Strategy Social Media Design contents In today’s digital age, social media has become an indispensable tool for small businesses to connect with their audience, build brand awareness, and drive sales. This comprehensive guide covers everything you need to know about social media, from basic terms to advanced strategies, tailored specifically for small business owners.
Social media allows your business to gain: Understanding Social Media Social Media, Why is it Important? Increased Brand Awareness Increased Traffic and Leads Increased Sales Before diving into social media strategies, it’s essential to understand common terms and concepts used across different platforms: Social Media Terms #FYP is a hashtag used by social media users to prioritize their content on other users’ feeds. This algorithmically sends users content from people they follow or related to hashtags they might be interested in. #FYP (For You Page) The set of rules that determine which content appears in users’ feeds. Algorithm Analytics refers to data that allows you to monitor the performance of your social media content. This data includes page views, time spent on a page, clickthrough rate, and engagement rate. Analytics On social media, a bio is a short piece of text that explains who the user is or what type of content you can expect to see. Bio Clickthrough rate, often called CTR, is a commonly used social media metric. It represents the number of times a visitor clicks on a piece of content divided by the total number of impressions that content receives. Clickthrough Rate Direct messages, also known as DMs, are private conversations on social media. Both parties involved must follow each other to send messages. IM, stands for Instant Message. Both are interchangeable depending on which social media platform you are using. Direct Message (or DM)
Social Media Terms GIF stands for Graphics Interchange Format. In social media, GIFs are small-scale animations and film clips. Giphy is a great website to find your favorite gifs from hit tv shows, movies, and more. GIF Handle refers to someone’s @username on X (formerly known as Twitter) or Instagram. SAGE’s handle on Instagram is @SAGE_QTI. Handle A hashtag is a tag used on various social networks to annotate a message. It consists of a word or phrase preceded by a “#” symbol, such as #SAGEhacks. Social networks utilize hashtags to categorize information and make it easily searchable for users. Hashtags Impressions are a way for marketers and advertisers to track each instance an ad is “fetched” and counted. Impressions A social media user with a significant following and the ability to influence. Influencer Social media insights refer to the valuable information derived from social media channels, providing businesses with a deeper understanding of their audience. This includes information such as demographic data, customer feedback, and competitive intelligence. Insights Jargon refers to specialized words or expressions used by specific professions or groups that may be challenging for others to understand. Jargon Klout is a measure of social influence. It allows users to connect to their social accounts and gives them a Klout score. The score ranges from 1 to 100, with higher scores indicating a more significant influence in the social world. Klout A like is an action that Facebook or Instagram users can take to show approval. Instead of writing a comment or sharing a post, users can click a like button. Like A mention is when a user includes someone else’s @username in their post or story to attribute content or initiate a discussion. Mention A news feed is a stream of updates. For example, on Facebook, the news feed serves as the homepage for users, displaying the latest updates from their friends. On X, the news feed is also called the timeline. News Feed This includes various forms of advertising, such as email marketing, search engine marketing (SEM), social media marketing, display advertising (including web banner advertising), and mobile advertising. Online Advertising PPC stands for pay-per-click. It is an online advertising model where advertisers display ads on websites or search engines and pay when a visitor clicks through. Bid-based PPC involves an auction system where advertisers compete by setting their maximum bid for each click. PPC Quantcast provides website traffic and demographic information for websites. Online advertisers often use this tool to target specific demographics. Quantcast
Social Media Terms Reach The total number of people who see your content. Reply On social, a reply is an action that allows a user to respond to a user's post by composing a separate message that begins with the other user’s @username. This is different from a mention because posts starting with @username only appear in the timelines of users who follow both parties. Search Engine Optimization (SEO) Search engine optimization is the process of improving the volume and quality of unpaid traffic to a website from search engines. Shareables Shareables are social media images tailored to each platform’s specific size. Just save and share on the platform of your choice! Tag Tagging is a social media feature commonly used on platforms like Facebook and Instagram. It allows users to create a link back to the profile of the person shown in a picture or mentioned in an update. User-Generated Content (UGC) User-generated content refers to content created by consumers, such as blogs, videos, photos, quotes, etc. Marketers often leverage their audience in online settings to collect this type of content for campaigns or initiatives. Viral Viral describes the content, such as a YouTube video, blog article, or photo, that achieves significant awareness. This is where the phrase “going viral,” came from. Typically, viral content has many impressions, shares, views, likes, or comments. A webinar is an online seminar or presentation hosted by an individual or company. At SAGE, we host industry-related webinars that will help you learn more about SAGE products and services and power up your promotional products business. Webinar YouTube is a video-sharing website where users can upload, view, and share video clips. Check out SAGE’s YouTube page here to discover helpful videos, #SAGEhacks, and more! YouTube Zealots are what every brand aspires to have. They are passionate individuals in your community who are enthusiastic about your brand. They are the source of positive word-of-mouth. Zealots
Let’s start off with the best platforms for promotional products. Each social media platform has its own unique features and audience demographics. Here’s a brief overview of the most popular ones: Overview of Different Social Media Channels A versatile platform with a broad user base, suitable for various types of businesses. Facebook Primarily visual-based, ideal for businesses with visually appealing products or services. Instagram Known for its concise format, suitable for real-time updates, announcements, and customer service. X (formerly known as Twitter) Geared towards professionals and B2B networking, suitable for businesses targeting professionals. LinkedIn A short-form video platform popular among younger audiences, ideal for creative and engaging content. TikTok A video-sharing platform perfect for tutorials, product demonstrations, and storytelling. YouTube Focuses on visual discovery and inspiration, suitable for businesses with visually appealing products or services. Pinterest A messaging platform that usually only available for a short time before they become inaccessible to their recipients. SnapChat A messaging platform that sends text, voice messages and video messages, and other content. WhatsApp Social Media Stats The average person uses 6.7 different social networks per month. TikTok is the fastest-growing platform with a staggering 100% user growth rate between 2020 and 2022. And between Q3 2022 and Q3 2023, TikTok’s monthly active users grew 13%. In 2024, there are estimated to be 5.17 bil total social media users worldwide. Businesses put around 8.7% of their total revenue towards their ads budget. The number of social media users worldwide grew by 320 mil people from January 2023 to January 2024. Total ad spend growth is anticipated at 6.1 % in 2024. Facebook is the most-used platform by marketers worldwide at 89% Instagram sits in second place at 80%. Instagram’s engagement rates are 4x higher than Facebook (0.60% to 0.15%), but engagement has become more competitive each year. There are more than 1 bil members across 200 countries on LinkedIn. Source: Sprout Social
Follow these steps to establish your small business presence on social media: Getting Started on Social Media as a Small Business 1. Set Clear Goals Determine what you want to achieve through social media, whether it’s brand awareness, lead generation, or customer engagement. 2. Choose the Right Platforms Select platforms that align with your target audience and business objectives. 3. Optimize Your Profiles Create compelling profiles with consistent branding, including logos, cover images, and bio descriptions. 4. Create Quality Content Develop content that resonates with your audience, including images, videos, blog posts, and infographics. 5. Engage with Your Audience Respond to comments, messages, and mentions promptly to foster relationships and build trust. 6. Use Hashtags Wisely Research relevant hashtags to increase the visibility of your posts and reach a broader audience. 7. Monitor Analytics Track key metrics to evaluate your performance and make informed decisions about your social media strategy.
Artificial intelligence can enhance your social media efforts in several ways including: • automating post writing • creating and editing images and videos • optimizing posting schedules • managing conversations with customers and followers • analyzing data about user preferences or behavior When it comes to AI in social media, there are no limits to the possibilities. With access to the appropriate tools and resources, you can tap into a vast reservoir of data and understanding about your audience, enabling the creation of tailored experiences that translate into tangible sales. Utilizing AI and Social Media AI algorithms can analyze user data to deliver personalized content tailored to individual preferences. Content Personalization AI-powered chatbots can handle customer inquiries, provide assistance, and streamline the customer service process. Chatbots AI algorithms can forecast trends, identify patterns, and predict user behavior to optimize your social media strategy. Predictive Analytics AI tools can segment your target audience, optimize ad placement, and maximize the effectiveness of your advertising campaigns. Ad Targeting Along with such growth in social media users, the need for AI solutions to understand customer preferences is also rising, with the AI market in social media expected to reach $3,714.89 million by 2026, recording a CAGR of 28.77%. Source: Forbes
Follow these best practices to make the most of your social media presence: Best Practices for Social Media as a Small Business Owner Build genuine relationships with your audience by sharing authentic stories, behind-the-scenes glimpses, and usergenerated content. Be Authentic Maintain a consistent posting schedule to keep your audience engaged and reinforce your brand identity. Stay Consistent Keep an eye on your competitors’ social media activities to identify trends, gather insights, and stay ahead of the competition. Monitor Your Competitors Don’t be afraid to experiment with different content formats, posting times, and strategies to see what works best for your audience. Experiment and Adapt Keep abreast of the latest social media trends, features, and algorithm changes to adapt your strategy accordingly. Stay Up-to-Date Foster a sense of community by encouraging user participation, hosting contests, and soliciting user-generated content. Encourage User Participation
For a strong social media presence, you have to have a good strategy. A social media strategy is a document outlining your social media goals, the tactics you will use to achieve them, and the metrics you will track to measure your success. So what metrics should you track? Focusing on things like engagement, click through, and conversion rates will help you develop a better understanding of where your company is growing rather than vanity metrics such as the number of likes and followers, which can change daily. Social Media Strategy Tracking and Strategy The best way to keep track of multiple social media accounts is with a social media calendar. A social media calendar can be an overview of your upcoming social media posts. It can be organized in the form of a spreadsheet, Google calendar, or interactive dashboard (if you’re using a social media management app). On your social media calendar, make sure to include: • All social media channels • Content types • Topic You can even cross-post on each channel with a social media management app, so you don’t have to physically post the same thing multiple times. How Do I Keep Track of Everything? • Social Copy • Date/Time • Approval
Social Media Design If you haven’t heard about Canva yet, Canva is a web and mobile app-based design program. It has a library full of images, graphics, and fonts ready for you to go. Plus, there are a whole bunch of premade templates in all sizes, from Instagram posts and stories to flyers and presentations, so if you’re stuck on how to format an image or don’t really know where or how to start, there are templates to get your creative juices flowing. Like Photoshop, it doubles as an image editing software. There are several different filters you can use (like Instagram!), or you can tweak the colors, saturation, and contrast on your product photo yourself. If you’d like one of your photos to have a transparent background, you can easily delete the background with just a click of a button. If you’d like to get into Instagram Reels and Tiktok, you can even make your own videos on Canva too. The best part about Canva is that you can upload your branding, including fonts, colors, and logos to create a brand kit to make posts based on your branding easy and beautiful. Canva Another similar graphics-making app is Picsart, with a large collection of templates and easy-to-use editing tools. Much like Canva, users can design custom images with the free version, or upgrade to a paid plan with more features. Picsart If you’ve ever wondered where to get images to use if you don’t have a photographer, wonder no more! There are a multitude of sites where you can get royalty-free or copyright-free images to use for your social media such as Pexels and Unsplash. Royalty-Free and Copyright-Free Stock Images With the tools above, you should be able to easily create your own social posts and increase your engagement, but if you still don’t have the time – I have another solution for you. And this one is as simple as it gets. We’ve created a library of social media sharables – specific to the promotional products industry, and we add to it each month! All you have to do is download the image of your choice, then upload it to your social platform with a good caption and you’re done! Plus, if you subscribe to our Monthly Trends newsletter (you can also check it out in the Newsstand area of SAGE), we’ll even give you captions! Premade Industry-Specific Images
If we are pushing blogs to your website, you can share those as well! We curated images that are great for social media. We’re Here to Help! If we push regular videos to your website, share them. Think what would work for your social media channels and share them across the board. Videos SAGE Online has premade catalogs you can add your logo to. Pre-filled with products (that you can edit). Or, start from scratch, pick your cover and add your specific products. Plus, it’s free and unlimited. Virtual Catalogs Similar to Virtual Catalogs, in SAGE Online, you can view premade email campaigns templates or build your own. Email Campaigns Idea Links Industry-Favorite Blogs You can share products you love directly from SAGE Total Access. On the product details page, simply click the share button next to a product to share to your social media! Also, did you know we have a whole library of social media shareables free for you to post and share? Check them out here. Did You Know?
By understanding social media terms, choosing the right platforms, creating quality content, leveraging AI tools, and following best practices, small business owners can effectively harness the power of social media to grow their brand and engage with their target audience. Remember, building a successful social media presence takes time, effort, and patience. Stay consistent, keep learning, and adapt your strategy based on feedback and analytics to achieve your business goals.
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