Date: February 10, 2016
As 2017 unfolds, small businesses should take a look at what didn’t work in 2016 and find ways to improve in the upcoming year. While you work to control spending and shed some of the holiday pounds, don’t forget about making social media resolutions for your business.
Social media in 2017 will really be a defining factor in successful marketing strategies and strong businesses. In 2016, social media boomed for businesses. It was part of marketing strategies in previous years, but new advertising updates for social platforms and business-friendly changes made it easier than ever for organizations to make connections and offer valuable customer service.
This year, social media will be even more important, particularly as far as your strategy is concerned. You won’t have the competitive edge of being the first to use social marketing to its full advantage, so you’ll have to find ways to stand out as a business and create a more powerful strategy.
In 2017, if you are a business or organization of any kind that wants to be heard in the world, refocusing on the content you put out on Facebook, Twitter, Instagram, Snapchat, YouTube, LinkedIn, Medium and whatever else has the market’s attention at the time is a huge factor.
Overall, Vaynerchuk believes that social media for startups and small businesses is the best channel for your marketing budget because of the connections to be made and networking to be done.
If you’re a small business, there’s probably a lot more that you can do for your marketing campaign on social media. As you make some goals for a more effective business year, don’t forget to include these useful resolutions.
Use communication apps
Social media is all about communicating with your target audience, and there are certain applications that can make the process easier. Whether you’re looking to communicate internally or across channels, here are some of the most highly recommended communication apps available:
Through these apps, you can make face-to-face connections, send SMS messages, voice broadcast and chat instantly to make your social interactions that much more powerful.
Post more consistently
Investing in your content should be a top priority in the new year, particularly when it comes to posting across multiple channels. Delivering inconsistent content is all too common with small businesses, making your strategy appear unreliable and unprofessional to consumers. Vaynerchuk says:
Quality content is so important to marketing to anyone under the age of 40 right now. Anyone in that demographic discovers a business for the first time by either Google searching or finding their content on social media. If you are not crushing it and focusing on the content that you put out on the most important social platforms, you’re going to become mute and obsolete in the modern day of doing business.
Demonstrate that you’re committed to posting useful and regular content to your clients. Use a content calendar to help you stay on track with your content and make sure it’s split evenly across all channels.
Hone your target audience
Another important part of posting content on social media is tailoring the information to match your target audience. If you’re selling products meant for stay-at-home moms, for example, marketing your content to 22-year-old bachelors won’t do your strategy much good.
Make 2017 the year you finally develop customer personas that guide your marketing efforts. This information will show you demographics, trending topics, and favorite social channels—making your marketing easier in 2017.
Get into paid media
Even if you’re only spending $200 per week, your paid media dollars can make your content skyrocket. This is particularly true for YouTube and Facebook video content, which receives billions of views every day.
Just remember that it’s content that carries your strategy forward. Your social media budget should allocate about 75 percent to content creation and about 25 percent to content amplification through paid advertising venues.
“No amount of paid media is going to turn bad creative into good content,” says Vaynerchuk, and this is a principle that should be a primary focus in 2017. You’ll see far more value in your social efforts if you focus on building your content.