In this episode of the Unbottleneck Podcast, Steve Wiideman is joined by social media strategist Andréa Jones for a discussion about how small businesses can use social media to their advantage.

About Our Guest: Andréa Jones

Andréa Jones has built an online company committed to empowering businesses to utilize the power of social media in a positive and impactful way, without being overwhelmed and drained by it. Named one of Social Report’s top marketers to follow in 2019 and Top Digital Marketing Agency in 2021,  she serves over 200 students as founder of The Savvy Social School and hosts the Savvy Social Podcast

Sponsored by Ryte

  • Social Media Marketing – The Art of Showing Up
  • Building Your Social Media Strategy
  • Are You Using Social Media Correctly? 
  • Tik Tok and Instagram Reels
  • How to Increase Instagram Followers
  • Separating Personal and Business Lives
  • Healthy Space Away from Social Media
  • Join the Free Instagram Bootcamp

Social Media Marketing: The Art of Showing Up 

Social media marketing is very similar to traditional marketing – it’s simply showing up where your ideal customer is and hanging out with them. 

Once upon a time, marketing was a one-way street. Businesses would simply buy advertising space on radio and television to get their message across which was often transactional. However, marketing has evolved into a two-way street where businesses can interact directly with their customers through social media and vice versa. This type of accessibility gives businesses the ability to easily market their products and services to their target customers at a fraction of the cost. 

The beauty of social media is that it allows businesses to be a part of conversations that are happening in real time. Social media marketing is not just about selling your products or services, but it’s about building brand awareness and letting your audience know that you exist. 

Pro-tip: Focus on building your audience and then pivot toward using social media ads to sell to them. 

Building Your Social Media Strategy 

In order to win at social media marketing, you have to focus on who you are and what you want to be known for. Once you establish this, you will be able to create your content. 

With so many platforms, features and capabilities available at your fingertips, it can be difficult to decide how you want to show up online. Therefore, you must build your strategy around your preference: text or video. 

If you are a person that does not feel comfortable on video, you may want to focus on posting more text-based content. On the other hand, if you are someone who doesn’t like writing, then video-content may be more suitable for you. Whatever you decide, you should show up in a way that is most comfortable and authentic for you! 

Once you decide on how you want to show up, you must create meaningful content. Your content should be a reflection of what is happening inside of your business (ex. Product questions, reviews, launches). Simply put, if it’s a part of your business, then talk about it!

Pro-Tip: If you don’t know what platform to start with, start with Instagram! There is amazing growth potential with all the various features that Instagram has to offer. 

Are You Using Social Media Correctly? 

Social media can quickly become overwhelming. With so much content at our fingertips, it can be easy to get lost in a sea of information. 

Burnout is inevitable if you find yourself playing the game of comparison with other accounts. If you fall into a cycle of copying another account’s persona, you can be missing out on valuable growth opportunities. 

Here are a few tips that will help you make the most of your social media marketing efforts: 

  • Lean into what makes your business different from the competition. 
  • Don’t hire an agency that doesn’t understand your brand. Instead, have someone in-house take over social media tasks.
  • Reduce time by creating content that reflects what already exists on your website (ex. blog posts, checklists, guides). 
  • Listen to what people are already saying about your brand and/or industry and create content that adds to the conversation. 
  • Don’t post for the sake of posting. Have a purpose behind everything that you post. 

With anything, practice makes perfect. It can be hard to develop your own unique social media persona, but it will become easier as long as you show up with authenticity and consistency. 

The Power of Tik Tok 

Tik Tok is a popular social media app where users can create and share short-form videos. This platform creates a great opportunity for businesses to have a strong online presence by creating engaging content. 

The biggest misconception about Tik Tok is that it is a space that only caters to Gen X users. The reality is that Tik Tok is for everyone! You can follow celebrities, influencers and businesses that you want to engage with. 

If you are more comfortable with creating more video content, then you should consider integrating Tik Tok into your social media strategy. 

Instagram Reels: Tik Tok By Another Name 

Instagram’s latest feature – Reels – echoes Tik Tok’s short-form video feature. 

What makes Instagram reels so popular is its capability to put you in front of a new audience. In the early days of Instagram, your content only reached users who followed you. With reels, you have the ability to scroll through endless video content from people you don’t follow. 

This feature poses a great opportunity for small businesses to grow their online presence and introduce themselves to people who have never heard of them before. 

Pro-Tip: If you are new to Instagram, give yourself at least 90 days to focus on mastering the primary functions of the app before diving into Instagram reels and other features. 

How to Increase Instagram Followers

The million dollar question is always, “How can I get more followers?” Gaining new followers is not easy as a small business. However, it is very possible if you show up consistently in a meaningful way. 

The best strategy to earn followers on Instagram is to: 

  1. Have Great Content – Don’t oversaturate your feed by posting ads. Your feed is prime real estate to post meaningful content that will resonate with your audience and make them want to follow you to see more. 
  1. Network – Social media is a two-way street. You shouldn’t expect to get engagement if you don’t give it. Participate in the online community by following, liking, and commenting on other accounts. This will help you gain more visibility and help establish a rapport with businesses, influencers and potential customers/clients. 

Pro-Tip: Do not buy followers! Not only is it dreadfully obvious, Instagram can penalize you, thus ruining your account’s credibility. 

Separating Personal from Business Life

As a business owner, it can be challenging to establish boundaries when it comes to posting about your personal life. No worries! 

You have the authority to draw the line between personal and business on social media. While you can pick and choose what aspects of your life to put on display, you can still make it a priority to be personable with your audience. 

The best way to establish a personal connection is through storytelling – talking like a human. You can use social media to give your audience an inside look at your business by showing off your office space, warehouse, products or even a pet! 

Making Room for Creative Distance

Outside of social media marketing, business owners have other day-to-day responsibilities – accounting, inventory, employees, you name it! Therefore, it is necessary to create a healthy balance between day-to-day tasks and social media.  

Some helpful tips:

  • Turn off social media notifications
  • Dedicate a set time for social media engagement

Social media marketing is a huge component of any business growth strategy so it is important to nail it both on and offline. 

Join the Free Instagram Bootcamp 

Here’s A Free 5-Day Challenge for Business Owners who want to jump start (or restart) their Instagram marketing habits. Sign Up Here for the Savvy Social Free Instagram Bootcamp.

Keep up with the best social media and digital marketing strategies. Follow Steve on LinkedIn!