Defining your goals can help, said Diane Ellis Scalisi, senior growth marketing associate at GrowthAI. While social media traffic doesn’t always result in an immediate sale, it can support your sales efforts.
Potential objectives might include building and communicating your business’ brand, providing customers with excellent customer service and driving as much traffic to your website as possible. “Even though [social media] may be low converting, each successive visit a customer makes both increases the likelihood that they’ll convert into a paying customer and increases the average ticket,” Scalisi said.
Once you have clear goals in mind, you can choose the best platforms to help meet them. Have a retail or ecommerce business? Pinterest and Instagram showcase your great product photography. If you’re a business that deals more with ideas and information, word-based platforms such as LinkedIn and Twitter might be a better fit.
To learn more about marketing your small business on social media, attend the free Manta Trends webinar “Social Media Marketing: Turning ‘Likes’ into Dollars.”