Social Media is by definition a Relationship Marketing Tool. So, I want to first start by explaining the history of relationship marketing…
I walk into a small business….
80’s & early 90’s – Manually write your address on this sheet of paper. Get something in the mail.
late 90’s & early 00’s – Provide us with your email address. Get something in your email box.
late 00’s to present – Follow us on Facebook or Twitter etc. and you’ll see something posted in your feed
Nothing wrong with any of these, but why did my email’s garner more opens and eventual business while my social media posts barely do anything? The reason is, nobody is seeing your posts.
Facebook is most widely used social media tool for small businesses, so I’m going to focus on it. About 10 years ago Facebook forced all businesses and organizations to turn those “personal” pages into to business pages. This of course was a pain for everyone. Then, a few years later they changed their algorithm so that when businesses post on Facebook, it is only going to be seen by a small number of people who are following you. The reason? They want to charge you to post things on Facebook. Pretty smart.
So, as you post, and post, and post, and post and notice nobody is interacting with you, it’s not because they don’t like you or your content – they are literally not seeing your posts. How do you fix that? You boost posts, you create ads, you boost events, you boost your page, you run contests, you create better content. But, you also have to deal with graphic rules, text and verbiage rules, posting limitations, promotional guidelines and posting etiquette. So, it’s not that you can’t compete, on the contrary, but you’ll need a budget and someone to navigate this digital space for you.
Don’t be too intimidated though, it might take a while to figure it out, but once you do you’l have an inedible marketing tool at your disposal. Also, over here at Relevant Elephant we’ve helped many small businesses navigate this, and run incredibly effective marketing campaigns for just about anything. It works. Trust me.