The bitter winds whipped down the city streets, biting at the face of the solitary figure huddled on the corner. His tattered cardboard signboard flapped in the winds, the scrawled words hardly readable – “God-given gift of voice… I’m an ex-radio announcer who has fallen on hard times.”
The homeless man braved the elements daily, hoping someone would pause long enough to hear his booming vocals as he sought spare change from passing drivers on Interstate 71.
But on this brutally cold day in 2011, his life was about to change forever.
Doral Chenoweth III, a videographer for the Columbus Dispatch newspaper, cruised down the highway, lost in his world. While the music played softly, something caught his eye—a ragged signboard flapping furiously in the wind.
Doral’s foot instinctively pressed the brakes. As he approached the man, a rich, velvety voice boomed from behind the cardboard sign: “Do you have some change to spare?” Those soul-stirring vocals stopped the videographer in his tracks. At that moment, he realized this was no ordinary panhandler – a man with an extraordinary talent who had fallen on tough times.
Without hesitation, the reporter interviewed and filmed Ted Williams. The reporter asked Ted to use his deep, baritone voice and say a few lines. The reporter then posted the video online.
What happened next was unprecedented! The video went viral on YouTube, getting almost 12 million views by morning.
Suddenly, a man once invisible to the world had become an internet sensation. A lone video clip on social media did it for him. And his life transformed forever!
Yes, social media can transform lives and businesses in an instant. Social media is a force capable of propelling individuals and enterprises from obscurity into the limelight in the blink of an eye. Social media management platforms can be a game-changer for small businesses struggling to find their voice and connect with their target audience.
The importance of social media marketing strategies for small businesses
Stand out from the crowd: Just like the homeless man with the remarkable voice, businesses face saturation and competition on social media. A well-thought-out strategy helps you cut through the noise and stand out.
Drive traffic and ROI: Your social media efforts should align with your business goals. Whether brand awareness, lead generation, or sales, a strategy helps you track performance and achieve results.
Increase brand awareness: Social media platforms have billions of active users, providing small businesses with a massive potential audience. By leveraging social media marketing, small businesses can enhance their brand visibility and reach a larger audience.
Targeted advertising: Social media platforms help businesses to target specific demographics, interests, and behaviors when running advertisements. This targeted approach allows small businesses to reach the right audience, maximizing their marketing efforts.
Budget-friendly marketing: Traditional marketing methods, such as print ads or TV commercials, can be expensive for small businesses. On the other hand, social media marketing offers cost-effective options, allowing small businesses to achieve their marketing goals within their budget.
Engage your audience: Social media allows small businesses to connect with their audience, provide support, and engage in meaningful conversations. A well-crafted social media marketing strategy for small businesses ensures consistent engagement, feedback, and communication, which is essential for growth and customer retention.
Driving website traffic: Social media marketing can drive traffic to a small business’s website, increasing the chances of conversions and sales. Small businesses can direct interested customers to know more about their products or services by including website links in their social media posts.
Here’s how small businesses can get started with social media marketing strategies:
Social media marketing is crucial for small businesses looking to build their brand, connect with their audience, and drive business growth. To leverage social media efficiently, it’s essential to understand and implement the Ws of marketing and an H.
- Who:
- Who is your target audience? Who are you trying to reach with your marketing efforts? Identify your target audience’s demographics, interests, and behaviors. Understand their needs, preferences, and pain points.
- What:
- What content will you share (e.g., images, videos, text posts, stories)? What message do you want to convey through your social media presence?
- What message do you want to convey through your social media presence?
- What products or services are you promoting?
- Where:
- Where do your customers spend most of their time?
- Which social media platforms will you use (e.g., Instagram, Facebook, Twitter, LinkedIn, TikTok)?
- When:
- When is the best time to post on each platform for maximum engagement?
- When are your promotional campaigns or product launches scheduled?
- How frequently will you post on each platform?
- Why:
- Why are you using social media marketing? (e.g., brand awareness, lead generation, customer service)
- Why would your audience want to follow and engage with your content?
- How:
- How will you create and curate content for your social media channels?
- How will you measure the success of your social media efforts?
- How will you engage with your audience and respond to comments or messages?
- How does your social media strategy align with your overall marketing goals?
How to Pick the Right Social Media Channel?
Choosing the right social media platform is crucial for small businesses. Each platform offers unique features and attracts different demographics, impacting your reach, engagement, and overall marketing effectiveness.
- Facebook: With over 3.065 billion active users monthly, Facebook is the largest social media platform. It offers various advertising options, including targeted ads, sponsored posts, and Facebook Shops, making it suitable for businesses of all sizes.
- Instagram: A visually-oriented platform popular among younger demographics. Perfect for businesses that can highlight their products or services through high-quality images and videos.
- Twitter: A fast-paced platform that allows businesses to share concise updates and news and engage in real-time conversations. It is effective for businesses wanting quick customer support or participating in trending topics.
- LinkedIn is a valuable B2B professional networking platform where businesses can connect with industry professionals, share industry insights, and promote their services.
- YouTube: YouTube is a video-sharing platform that allows businesses to create and share video content. It is effective for businesses providing tutorials, product demonstrations, or informative content.
- Pinterest: A visual discovery platform allowing businesses to share images and videos of their products or services. It is popular among users looking for inspiration and DIY ideas, making it suitable for fashion, home decor, or food businesses.
- TikTok is a rapidly growing platform that focuses on short-form video content. Its user base is younger and trendy among Gen Z. Businesses creating engaging and entertaining content can benefit from TikTok’s broad reach.
- Snapchat is a trendy app that allows its users to share disappearing content. Users send temporary images and clips, referred to as snaps, that automatically disappear after they are opened. Snapchat is popular among younger demographics and can be effective for businesses targeting that audience.
Why social media matters for small businesses: stats you should know!
- In 2024, it is estimated that there will be 5.17 billion social media users worldwide.
- From January 2023 to January 2024, the worldwide social media user base increased by 320 million
- The number of social media users is projected to rise to around 5.85 billion by 2027
- On average, a person spends about 145 minutes on social media every day
- On average, an individual uses 6.7 different social networks per month.
- 99% of people use a tablet or smartphone to access social media
- There are over 67 million company profiles on LinkedIn.
- 4 out of 5 people on LinkedIn drive business decisions.
- 77% of businesses utilize social media to connect with customers
- Approximately 76% of social media users have made purchases based on what they’ve seen on social media.
- 99% of users access social media via a tablet or smartphone.
- With 3.065 billion active users each month, Facebook is the world’s most widely used social media platform
- Facebook ranks as the third most visited website, following Google and YouTube.
- 81% of individuals use Instagram to research products and services.
- Nearly 80% of Twitter users feel more optimistic about a business when they get a response to their tweet.
- TikTok is the fastest-growing platform, with a 100% user growth rate between 2020 and 2022.
- 70% of users who enjoy online interactions will likely recommend that business to their networks..
- Nine out of ten businesses are using video for marketing in 2024.
- Short-form video delivers the highest ROI compared to other marketing trends and will secure more investment in 2024 than any other format.
- 81% of consumers want more short-form videos from brands in 2024.
And what’s that one thing that’s most important of all...
Showing up consistently no matter what. It’s not about perfection but persistence.
Ted Williams’ story is a powerful testament to the transformative potential of social media. From the cold streets to national fame, Ted’s life changed with a single viral video showcasing the profound impact of social media in amplifying one’s voice. For small businesses, this is a lesson in the power of social media marketing.
By leveraging the right strategies, small businesses can survive and thrive in the digital age. Social media is more than just a marketing platform; it’s a space to connect, engage, and grow. It’s where brands find their voices, build communities, and drive meaningful interactions.
As a small business owner, you juggle many roles—a visionary, a number-cruncher, and a sales superstar. It’s easy to let marketing slip. But with the right approach and tools, your small business can splash on social media without breaking a sweat or the bank.
In a world where billions of people are just a click away, the next big opportunity for your small business might be one post away.
Ready to transform your small business with a robust social media strategy?
Start today, and who knows – your story could be the next one that inspires millions.
