The Social Observer

The Social Media Marketing Blog by SNHU Students

How Social Media Content Attracts Customers

Interesting social media content will attract customers to your small business. In order for your small businesses to reach potential consumers, you must be active on social media.  This is a place that you can interact with and attract new customers, and it can be a struggle to figure out where to start. 

Many small business and startups lack a marketing or PR department. Without these departments, social media management will most likely fall to someone within the company who is not familiar with using social media for business. Don’t worry.   I’ll provide you with an overview of possible ways to use social media to attract customers to your small business.

Let’s get to it!

You won’t attract new customers if you don’t know where they are.  So first things first-

1. Figure out where your customers are online

Find out what social media sites your customers are on.  Are your customers on Facebook? Twitter? Industry blogs?  Use the tools you have available to find your audience.  Take a look at your Google Analytics dashboard and see where the majority of your web traffic comes from.  While in Google Analytics you can also group your audience by gender, age, location and more.  Knowing who your audience is can only help your campaign.  

Once you know what platforms your customers use, consider which ones you should join to achieve your business goals.  Despite the plethora of social l media sites, you do not need to have an account on each of them.

Perry Boutique, a small clothing boutique in LaGrange, Georgia has taken this advice.  The boutique only has accounts and is active on Facebook and Twitter.

Many clothing stores feel pressured to be on Pinterest and Instagram as well because ‘everyone else is doing it.’ However, J. Perry knows that this is not where their customers are, and has stuck with social media sites that work best for them.

J Perry

Once you’ve joined the best social media sites for your small business you can begin step two.

2. Creating content

Inbound marketing is an excellent way to attract new customers.  By creating content that your customers want gives you the ability to establish yourself as an industry expert, and then step in to offer your services.

With a small budget of $50, BlendTech was desperate to revamp their brand and create’ top of mind awareness’ for their product. The home blender brand decided to create a video. The company decided to showcase the blender blending a 2×2 block of wood.  The impressive blender obliterated the block of wood, and “Will it blend?” became a viral sensation.  The company was able to demonstrate the strength and ability of their product in a unique way.

The viral video create massive brand awareness, reaching 7 million viewers, who then visited the website, of which 15 percent made a purchase.

Creating content also allows you to build brand awareness and is great for search engines.

3. Have a sweepstakes

Looking to gain brand awareness and potential client emails? Have a sweepstakes.  Choose a contest that is in line with your businesses goals, and will be enticing to your audience. 

Bridge First Insurance, a small insurance agency in the DMV (Denver, Maryland, and Virginia) area created a sweepstakes centered on an iPad mini.  The contest was targeted at current clients, and requested them to refer new clients for Auto, Home, Business, and Life insurance.

These referrals then led to new business for Bridge First, and created brand awareness around the campaign.

If your company is thinking about  creating an email marketing campaign, a sweepstakes is a great way to get email addresses for your list.

Blog - BFI

Conclusion

Small businesses have limited resources and must be efficient in their marketing efforts.  Social media allows them to create brand awareness on a limited budget and with few resources. With these tips you can hone in on your target market and connect with potential customers.

 

By: Sarah Burek

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Category: Small Biz, Social Media Marketing 101, Social Media Marketing 201, Social Media Marketing Integration

6 Responses

  1. Zlatko M. says:

    Hi Sarah,

    I enjoyed reading your article and found a lot of useful tips that I plan on applying immediately to my own social media marketing strategy. The topic of attracting customers through social media is a very important if not one of the most important steps in making social media useful for a business. I also happened to come across a great resource from the National Association of Sales Professionals, the article can be found at: https://www.nasp.com/article/E442B692-0D04/how-to-attract-clients-and-opportunities-using-social-media.html

    Thank you for a wonderful blog post!

  2. Shailendra N says:

    Great article Sarah. I appreciate the way you explained, with examples, the different components that make up a successful social media strategy for small businesses.

  3. Amy P says:

    Just because there are dozens of social media platforms available, doesn’t mean your small business should sign up for each of them! Like you said, focus on the ones that matter (hopefully 1 or 2 sites) and once those are successful you can move on to other platforms.

  4. Arthur F says:

    Great examples! Using social media platforms that your customers are not using is wasting time. I think it is better to be active on a few platforms that you know your customers use instead of being active across every platform regardless of who is using it.

  5. Kaytlynn B says:

    Great points! #1 is spot on… it’s important to focus efforts on platforms that your customers/ prospective customers are active on!

  6. Nic says:

    Having interesting content is the most important aspect to good media. Without a true connection to the content, no one will read or watch it. You did an awesome job describing how to find and make connections on social media.

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