A Start-up’s Guide to Social Media Marketing
Start-ups are constantly juggling; they have a lot of balls to keep in the air, and marketing and promoting their business is just one of them. We recently worked with digital recruitment startup Altitude Digital to help get their social accounts up and running and to build some buzz around thier brand. Carrying out market research and liaising with potential partners and investors take up the rest of their time and, other than developing their new product or service, nearly all of the tasks they need to carry out can be enhanced by social media marketing.
Long accepted as a cheaper way of getting a brand in front of new people, social media marketing can also help new brands to build relationships and find out what their customers are looking for. But just throwing together a Facebook Page and a Twitter account won’t do the job; a full social media marketing strategy is advised to get full benefit from the investment of time and energy you put into these media.
Where to start
To start building your social media marketing strategy, you need to understand your target audience. How old are they? Where are they based? What jobs do they do? Are they male or female? Next, find out which social networks get the most engagement from these demographics. Once you know where your audience is, it will be easier to create a strategy that includes and attracts them.
Build your presence on social media by creating accounts and branding them appropriately. Don’t panic that you won’t have any followers or fans at first, as these will grow when you get your message and promotions right.
Next, set some goals so that you know what you are aiming for. This might include wanting 2,000 followers or 500 video views, or you might prefer to include metrics that are a bit harder to reach, such as goals for higher engagement actions such as comments and shares. Within your goal setting, include methods you intend to use to try to reach those goals, which might include Facebook advertising, proactive online campaigning or brand-awareness raising.
Don’t feel you have to be everywhere. If you are a very visual brand with a young, trendy audience, you may find that Instagram is more important than Twitter, for instance. Especially when you are starting out, use the minimal resources you have to create the best possible presence wherever is most suited to your start-up business.
Finally, don’t be afraid to look at what your competitors are doing. In particular, what they are doing that works! Don’t copy them, but learn from their successes and failures and let that inform your own campaign plans.