When you’re running a small business, it can be easy to fall into the trap of laser-focusing on sales. In most cases, margins are thin, and livelihoods are on the line. It makes sense to concentrate on what’s bringing in the cash. Unfortunately, this approach can sometimes result in the business neglecting to develop and build its brand.If “branding” is a term you’ve heard before, or you're intimidated by all-things marketing, there’s nothing to fear. Your “brand” is another term to describe the name, design, logo, symbol and unique attributes that separate you from competitors. To put it differently, it’s the heart, soul, and essence of your business. Once you can convey what your brand is, you’ll have to strategize on how to convey it to your audience.In part two of our educational series on how small businesses can best leverage social media, we’ll talk about using social networking platforms to establish your brand identify and build some buzz around your business.
The world of marketing is much more fragmented than it was a decade ago In addition to the rise of digital advertising—which often favors companies with the deepest pockets—there's another important medium that's completely free: social media. Because it doesn't cost anything to post on Facebook, Twitter, Instagram, and other online gathering places, social media can be a critical equalizer for small businesses.
In this blog series, we're going to look at how small businesses can use social media to engage with people; develop their brand identity; establish personality and expertise, and advertise the kinds of sales and promotions that trigger conversions. In this post, we take a look at the best strategies for building engagement on social media.