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Marketing Tips For Small Business 2022
“Videos don’t need to go viral for you to do well,” says Ramona Gohil, founder of jewelery brand Rani & Company.
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To do well on social media, many use virality as a bar for success. But really, pieces of content that go viral for a brand don’t necessarily equal big sales.
As a small business, prioritizing authenticity over virality by posting content that you genuinely find interesting has a better chance of engaging existing and potential customers.
We went directly to entrepreneurs and social media experts and asked how small brands can create legends in a social media landscape that’s always flooded with content.
1. Choose platforms that suit your audience As each business’s target audience is going to be unique, each social media platform has a different personality. You don’t need to be constantly appearing everywhere—in fact, doing so will dilute your brand too much.
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While TikTok, Instagram, Facebook, Twitter, Snapchat, LinkedIn, and Pinterest are all social media channels you can be active on as a business, Rachel Carton says Instagram and TikTok are the preferred platforms she recommends. Businesses should invest now. .
“If you have a young audience, TikTok is a great place. Instagram is still a really important place that almost acts as a website for your brand. Most people will go to an Instagram account before going to a website. Think What your goals are, who your audience is, and where you want to be,” says Rachel, noting that older demographics are best reached on Facebook, and Pinterest is still highly relevant.
In addition to choosing the actual platforms where you will be active as a brand, what kind of content will you create? for example:
If you’re having trouble getting inspired, Rachel suggests logging off to look at accounts from other industries or do creative research. “I get a lot of inspiration from looking at old ads or old campaigns or going on hikes and getting out into the world and getting away from social media,” she says.
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Omsom, a store that sells flavor packets of seasoning sauces that help home cooks create restaurant-quality Asian dishes in less than 20 minutes, has been a huge success on TikTok and Instagram.
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The brand posts videos that demonstrate how to cook its meals with starters, and uses its branding design as a through-line. Followers can enjoy making mouth-watering dishes like lemon grass chicken banh mi or spicy mushroom fried rice. Or they can laugh at relevant lines like “When you’re mad but they ask you if you want to eat” or “POV: The friend who can’t cook is talking about what’s missing from a dish.” is the.
You don’t have to set in stone the types of content you’ll put out on each channel, but identifying different buckets can be helpful as you establish a cadence for yourself.
One way to do this is to assign roles to the different social media platforms you use. Maybe on TikTok you share recipe releases, Instagram is for photos of prepared food, and Twitter Marketing is for real-time business updates. That’s what clothing store TrashQueen does: its creative content lives on channels like Instagram and TikTok, but its business-oriented news lives on Twitter.
After years of scrolling through expertly curated posts on Instagram, TikTok tapped into a thirst for authenticity—from followers and creators alike.
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You will share, consider whether you are posting content that you want or share yourself. For Rachel, posts where the answer to that question is “yes” always make everything better.
“Sharing, more than ever on social media, is very important,” she says. “Whether it’s a bent in humor or a useful reel that’s a recipe or just something with added value that makes someone say, ‘I’m going to add this to my story, I’m going to send this to my friend. .’ These kinds of From an algorithmic perspective, pointers are very important right now.
“We’re in a very personality-driven social media era right now, where people like creators, they like TikTok, and they like seeing people’s faces,” Rachel says.
“On Instagram I always feel like I have to look good and have makeup on, but I can literally look like that on TikTok, no makeup, just my hair down.” , and people don’t just judge you because it’s like that. An authentic platform,” says Ramona.
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Andre’s social media following quickly grew on TikTok because he shared a collection of educational content for other brand startups, kept up with current trends, and wasn’t afraid to share his struggles along the way.
“I told my story about who I am, where I come from, and then put the brand into the story. Those three things combined made it into this huge TikTok page you see now,” he says.
Megan Mensnik, founder of the custom jewelry brand Folklore, constantly shows off her authentic self on Instagram Stories. “I’m sharing behind the scenes. I’m sharing what it’s like to be an entrepreneur. I am sharing what is coming. I’ve always been very transparent with my community and it’s always been a safe place, so people can feel they’re not alone,” Megan says.
The best part about this trend is that you don’t need a social media team or fancy equipment to get into it. You just have to show up and be yourself. “Immerse yourself in your brand and your storytelling and your personality. Get yourself on the platform just by participating,” says Rachel.
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In case you haven’t noticed, I don’t have a Twitter strategy nor do I try to grow my account. I just tweet what I want, and I don’t try to break engagement. I believe that authenticity makes a big difference. – Keel Shah | Ecommerce SEO ? (@SEOKeval) April 6, 2022
When it comes to authenticity, it’s hard to overstate the real-time risk that comes with going live on social media. For example, right now on TikTok, people want to see you pack their order live because it makes them feel more connected to both you and your brand.
TikTok and Instagram are powerful tools to address doubts or concerns from customers. You can sit down with your followers and answer questions they have about your products.
“One of the biggest things I love to do is to be on Tik Tok Live. Everyone who follows you can come in and ask you questions. They can learn more about you,” says Andre.
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Andre also recommends hosting a QVC-style live show on TikTok. He puts his existing loungewear collection behind him and sells sweatshirts and sweatpants to a busy audience. “It’s a great way to have a whole group of people come in, tell people about things, what they do, why they’re going to love it, and what they can do with it,” he says. . “And then when you’re promoting the product live, people place orders in the background, and then you can pack those orders live as well.”
@loungefitbrand How to sell your brand #smallbusiness #BetterTogetherChallenge #clothingbrand #entrepreneur #manifestation #fashion ♬ Still Into You Drill – ShoBeatz 5. Poll your audience to see what they want to see more of
Ask your audience questions about what kind of content they want to see, new products they want, or what questions they have for you. Instagram and TikTok have polling features, and on Twitter and Facebook you can ask for comments in threads.
Ramona asked her audience what she should do with some jewelry pieces with imperfections, and followers commented back asking to sell a sample. “You can learn some good things from your followers,” Ramona said.
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“Now, there’s an option where people can add a note to their order, and people are actually starting to write notes about why they bought their jewelry,” says Ramona.
“It was an emotional thing for them, so they would write notes, like ‘I just went through a breakup,’ or ‘I’m doing IVF treatment,’ or ‘This is for my mom.’ And they were. Really, really good, powerful stories so I started sharing them on TikTok, and it really grew my platform.
While she won’t share names, wanting to keep customer information private, Ramona will pack orders with a voiceover explaining why the customer bought the item. “It’s really helped me tell my brand story, and since then we’ve had so many people share their stories that
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