Three Effective Social Media Marketing Tactics for Local Companies

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My Local Leads, a marketing firm based in Maine, provides tips on how to maximize the ROI of social media for local businesses.

Social media marketing is an undeniable asset in today’s business world. These technologies can be leveraged to give local business owners a leg up on their competition, increase reach, and enhance revenues. However, without knowing the particulars of the business side of social media, many businesses seem caught in a rut when it comes to using social media to increase sales and customer base. My Local Leads works with local companies around the US, enhancing the reach and profitability of local search marketing by focusing on one simple goal—get the phone to ring. These techniques are some of the same we share with their clients, although they can be beneficial to any company looking toward social media as a sales tool.

Social media marketing is at the top of the sales pyramid. It can only be effective if it comes after a solid basis. This means that the business goals and mission must be clearly defined. The brand must be established and a strategic plan to broadcast these items must be developed and initiated. For companies that rush right in and just start posting on Facebook, LinkedIn, Google Plus or other social media networks, the results will often be lackluster at best. Instead, social media must be approached like any other marketing technique. It must be studied and a strategic plan must be in place before expecting any sort of success.

One of the key elements to a successful social media strategy is to develop a scope. What is the point behind the social media activity? Also, what will be handled through social media channels and what will not? Some companies use social media to establish their brand as well as to handle customer service. There is nothing wrong with this or having a social media team that handles one or the other, or even two distinct social media teams that handle one of the tasks. Know what the goal is, know who is going to be responsible for attaining that goal, and have clear cut lines of what can and cannot be done through social media.

It is also imperative that the social media content have a focus. For larger businesses, this can be difficult. A store that carries groceries, school supplies, clothing, and toys has a lot to focus on. For the local business owner, it is easy to drill down what the business handles. It is further drilled down by keeping the local area in mind. Focusing on core topics and remembering to maintain a local focus can help the reach and the brand. It permits focus, so that those who follow and interact with the social media persona are usually more readily qualified. This permits a heightened level of tactics including spot advertising, but also the ability to respond quickly to potential and existing customers’ interest or even disinterest.

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Chris Moreno

Cameron Corniuk
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