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Effective Social media Strategy for Small Businesses in Calgary

Social Media Strategy

Effective Social media Strategy for Small Businesses in Calgary

For small businesses in Calgary focused on community and individual customers, this makes social media a powerful platform for connecting directly with an audience to build brand awareness and brand loyalty. Even better, social media is also an effective platform for lead generation. Create unique and relevant content and resources that will provide added value to your prospects and customers, all the while nurturing their brand affinity. When your audience clicks on your content or offer, they are actively looking for it or opting in to receive updates by following your business. Because these people have already opted in and likely to convert than a random person seeing an ad or offer unrelated to what they need. 


Why small Businesses must-have a Social media Strategy? 

These days Social media is an important part of an inbound marketing strategy. Creating valuable content and ranking well for it on the SERP is one thing, but sharing that content out to the right people and getting those people that are interested in your brand, product, or service back to your site is another. 


Small businesses Social media strategy for the big five social media platform: 

On platforms like Facebook, LinkedIn, and YouTube, make sure to set yourself and any of your colleagues or business partners that would need access as admins. You can set different permissions for each person based on the work they will be doing in the account. 


1) Facebook marketing for small business: 

Facebook is one of the most popular social media platforms. It has a massive user base with 1 billion daily and over 2 billion monthly active users. If your target audience is on any social media platform, it’s likely Facebook. On top of that Facebook also makes it easy to build target audiences for paid ad placements based on people who engage with your organic posts. 

What to post? 

Facebook is a fairly conversational platform. However, your audiences decide to like your Facebook page, they are expecting to receive updates: they want to know about future sales and promotions, hear about new products, or get information about upcoming launches or events of your products and services. You must be connecting with those who follow you and providing the right type of content for them. Try sharing a few different types of content and seeing what resonates well with your audience by driving the most impressions, engagements, and shares. Once you’ve determined the types of content and updates your audience responds to, keep sharing in that way. 

How often to share? 

Sharing things on Facebook doesn’t have a limit for businesses, but dominating your followers’ feeds is a social media marketing mistake you’ll want to avoid. In a study by Socialbakers, engagement rates per post dropped significantly for businesses posting more than twice per day and for businesses posting only once per week. 

So, if you post too much, you run the risk of people disliking your account. If you post too little, you risk your engagement metrics. Take into account how much content you have to promote, and then post accordingly. About one update each day is an optimal rate for most businesses. 

Tips to boost engagement? 

People scrolling through Facebook will see your business posts alongside photos of their new-born niece and cake decorating videos (just me?), so don’t take your social posts too seriously. Stay casual, but be sure to continue to provide value.


2) LinkedIn marketing for small business: 

LinkedIn is one the oldest of the social media platforms and has over 250 million monthly active users, and it’s the most used social media channel for business-to-business (B2B) marketers to share content at 94%. 

What to post? 

LinkedIn is a place for people to connect with other business professionals and network online. If a LinkedIn user is following your company on LinkedIn, they likely care about the information and insights you can bring them and business-related updates. 

LinkedIn is also effective as a video sharing platform. If you can create a product or insight focused video, you can see a climb in your engagement rates. 

How often to share? 

Try to post on LinkedIn each week. Companies that post weekly on LinkedIn see a 2x lift in engagement on their posts. 

This is also a great platform for your employees to become your brand advocates. Make sure to utilize them and their network in the growth of your content—this is an effective way to get your content on the platform more often without oversharing. 

Tips to boost engagement? 

LinkedIn is a professional environment for people to connect, and your content should reflect that. Stay helpful in the content you share. Posts should be a resource for consumers to find ways to better themselves in your area of expertise or hear about product updates. You want to share the best aspects of your business, wins people can learn from, and insights they can’t get anywhere else.


3) Twitter Marketing for Small Business 

Certainly, the most conversational out of all of the social media platforms, Twitter is a massive network of individuals and brands interacting with each other in a very fast-paced environment. There are over 500 million tweets sent daily, and over 320 million monthly active users on the platform. It is one of the most relied upon social channels for news and has a wide international user base. 

What to post? 

Twitter officially expanded the number of characters allowed in a tweet from 140 to 280, giving people more freedom in what they post per tweet but still limiting the length per post. Most business profiles tweet a wide array of content, including product promotions, online contests, sales, funny thoughts related to their industry, data insights, and new releases. 

How often to share? 

With 6,000 tweets sent every second, it’s easy to get lost in the clutter. Posting multiple times per day will allow you the most opportunity for your tweets to be seen by your followers and give them more chances to engage with you. 

Tips to boost engagement? 

Again, make sure to continue to provide value to your followers and their audience, but you can also be a little more playful on Twitter than you would be on more business-focused platforms like LinkedIn. Keep it light, keep it bright.  


4) Instagram marketing for small business 

The most visual of all of the social platforms, Instagram was founded most recently yet has the third most people on the platform (1 billion!) and active users (500 million!). It offers a couple of different posting formats, short-lived stories, and permanent posts. With these options, you have the flexibility to curate your presence on Instagram to focus on your business goals and your audience’s wants. 

As Instagram is affiliated with Facebook, paid advertisements from your business Instagram account are created directly within Facebook and don’t need to be set up in an additional platform. 

What to post? 

The type of content you share on Instagram depends on which medium you choose, posts, or Stories. 

Posts on Instagram should be photos, images, or short videos of content that largely embody your brand. This includes your brand values and personality, your company story, the expertise you can offer them, and some promotional items. A lot of this can be accomplished in your Instagram captions, but if you want the main focus to be the tip or insight itself, you can create infographics.  

Stories are a more casual and conversational way of posting content for your audience to see. Stories are live for 24 hours and can be done in a wide array of styles. If you are looking to drive engagement on your Stories or would like feedback for a product or campaign, you can use a poll or ask an open-ended question for your followers to answer. You can also overlay music to instill a certain emotion, write a bunch of text for an announcement, take casual photos and videos, pop in a countdown, or tag a person or location. Stories are also a great way to show some behind-the-scenes content for your audience to get more acquainted with your business. These are also great for eCommerce brands because you can tag products directly from their product feed on Facebook so viewers can shop your Instagram Stories. 

How often to share? 

Posting on Instagram is all about quality and consistency. If you start by posting a couple of times a week and then suddenly drop off, you could lose followers or engagement. Some brands post multiple times per day; it likely depends on how visual your industry is. Find what works for your business and stick to it. Posting Instagram Stories can be more frequent—even daily—as long as you have content and moments you’d like to share with your followers. 

Tips to boost engagement? 

Keep in mind that Instagram is all about the visuals. People are looking to follow businesses on Instagram to get a more visual expression of your brand. Share some high-quality photos of your product, some images that align with the value you bring to your customer, or some behind-the-scenes moments, like the example below. 

Make sure to take advantage of both types of posts, and use them in tandem to bring value to your followers and drive social media engagement for your brand. Don’t skip the caption, and consider adding a location and popular hashtags to make your posts more discoverable.


5) YouTube Marketing for Small Business 

With 2 billion monthly active users, YouTube is a giant social platform with over a billion hours of video content being watched daily. It is the second largest search platform and the second most trafficked website behind Google.  

Creating video content for YouTube can greatly increase the credibility of your brand and drive a lot of engagement. Optimizing your videos to rank in search is a huge player in making sure your video shows up for users looking for your content. Additionally, as the platform is owned by Google, you can build out your paid campaigns directly in the Google Ads interface with targeting options powered by the largest search network. 

What to post? 

“How to” is one of the top four content categories on YouTube. Your audience is out there looking for content to show or explain something to them. Additionally, YouTube users are 3x more likely to watch a YouTube video to learn how to use a product compared to reading instructions. Reusing existing content from your website in video form is a great way to produce content that will perform well. And as for length, two minutes is the sweet spot. 

How often to share? 

As much content as your team can sustainably produce is great for YouTube! Just make sure you don’t skimp on quality. As you get going, take a look at your referral traffic from YouTube, and see if it’s a channel that you should be investing more heavily in. If so, dedicate more resources to your video content, it’s working! 

Tips to boost engagement? 

Make sure you are optimizing your videos for SEO, using catchy titles, taking advantage of keywords, and tagging your videos correctly. Using cards or annotations with links and CTAs will help bring your YouTube traffic back to your site. Take a look at the landscape, your competitors, comments, and your audience to figure out which posts will resonate well with your followers. 


Importance of Social media tools and tracking: 

Tracking your progress will be one of the most important aspects of executing your social media strategy. Based on your account performance, you’ll be able to make informed decisions about the direction of your campaigns. Exactly how you measure this progress will depend on your goals and, in some cases, your industry, but you’ll want to determine which social media metrics you keep track of before you get started posting. 

About Nuun360 Social media management solution: 

NUUN360 is an all in one local marketing suite that offers:

  • post everywhere from one place 

Social Marketing provides one place to publish and schedule posts for all your social accounts. 

  • engage your followers 

Social Marketing makes it simple to connect with followers. Respond to customers, share ready-to-post content, and build stronger social relationships. 

  • generate social leads 

Discover new leads on Twitter and engage them with the click of a button! 

  • mobile-friendly 

Social Marketing works on any device, any time—this means you can post and respond at the moment, and never miss a beat. 

If you’re looking for digital marketing advice or free consultation then send an email or give us a call! Our experts will help you.

Email: connect@nuundigital.com
Phone: +(403) 907-0997
Toll Free: 1(877) 549-7700