When it comes to the issues faced by small businesses using social media, they seem to fall into three camps:

• they don’t use social media to market their business at all. Missing massive potential to generate more sales and stronger brand awareness
• they don’t understand how to use it effectively to leverage business opportunities. Quickly, they end up feeling despondent and frustrated because it’s not the golden ticket to success the ‘experts’ profess it to be
• they get sucked in to networking sites like Facebook and Twitter when they should be using it as a business tool, and see little, if any, return on time investment (but have GREAT fun anyway!)

So how can the small business owner overcome this?

Firstly, if your customers are online you need to be there too. It’s no good sticking your head in the sand, social media is here to stay. The internet is the go-to place to research products and services, and 90% of internet users trust the recommendations of people they know online over traditional advertising. People are talking about your brand, services and products (or your client’s products and services) whether you’re there or not!

Solution: Jump online, do some research using the countless free and paid resources available (including my website :))

Knowing how the tools and social networks operate is key. For example, The Big 3: Facebook, Twitter and LinkedIn, are all online networks but each is different and attract varying levels of activity and types of behaviour. If you’re going to succeed on these platforms you’ll want to understand the nuances and unwritten rules.

Solution: Watch and listen. Don’t try to learn it all at once. Big mistake! Familiarise yourself with the platforms one at a time.

You need to be committed, always keeping the end goal in mind. You’re using social media to increase profits, right? Right! Have a strategy in place and organize your ideas. If you’re going to use DIY marketing techniques, keep to a timetable to ensure your messages are consistent, you’re never stuck for something to say and you’ve always got a plan for those times when you’re super busy. It will limit the ‘time suck’ ie wasting heaps of time ‘working’ on Facebook when you should be knuckling down (it’s ok, we’ve all done it!).

Solution: Map out your marketing objectives and understand the needs of your target audience. Have a plan, use an editorial calendar and stick to it!

The Golden Nugget – The Rhythm Is Gonna Get You!

Getting into a rhythm and regularly producing content will increase momentum (planning your content will help). Consistency is key – it increases the benefits of SEO and, being seen regularly will establish your profile in your industry, leading to more fans and customers. Trust me, the more you do the easier it gets! The tools themselves may be low cost or free, but this is marathon type marketing – it takes time, commitment and consistency to build trust with your audience – essential ingredients in the relationship process, leading to loyal fans that keep coming back, advocates that promote your service and ultimately higher conversions.