Modern startups need social media for marketing, but brick-and-mortar businesses may have a harder time finding their footing. Fortunately, promoting almost any business on Facebook, Instagram, Twitter, and other platforms is simple if you focus on local and/or tourist traffic.
How to Promote a Brick-and-Mortar Startup on Social Media
Although brick-and-mortar businesses receive a lot of non-targeted traffic, you need to focus on who you market to. Here’s how you can easily create a marketing strategy for your startup.
1. Master Local Business Marketing
Some businesses can market successfully to a national audience, but others need to stick locally. It would be difficult for a coffee shop in New York to attract customers in Los Angeles, so don’t focus your attention elsewhere. Instead, optimize your Google My Business page.
According to Nectafy, 88% of people who looked up local businesses on a mobile phone either called or visited said companies within 24 hours. If you encourage your customers to leave reviews on Google, your business could rank higher, increasing your online visibility.
2. Utilize Reviews and Testimonials
Google My Business isn’t technically tied to a social media platform, but investing in it can pull more visitors to your pages and increase engagement on said pages. For example, you can use positive reviews to convince influencers on Instagram that your business is worth promoting.
However, the best way to use your reviews is by creating content. Reach out to your loyal customers and ask if they can record a testimonial of your business. Or, you can start a live video (with permission) of local customers enjoying your store or demoing your products.
3. Show Off Your Digital Beer Menu
If you own a restaurant or bar, you can use social media to show off your digital beer menus. Customers love it when they’re able to look up dishes online because they can decide what they want before they get there. They can also browse your daily specials or seasonal menu.
To make your inventory and menu more accurate, use Untappd’s database. That way, you can quickly publish your creations on several social media sites, such as Facebook and Instagram. Avoid TikTok or Pinterest if you rely on local traffic for your business (but use it otherwise!).
4. Focus on One to Three Platforms
Speaking of popular social media platforms, what one should you choose? As a rule, you shouldn’t spread yourself too thin or market on platforms that aren’t visited by your target audience. At the same time, Facebook, LinkedIn, YouTube, and Instagram are good bets.
If you have to choose three, focus on Facebook and LinkedIn, and Youtube or Instagram first. Facebook is the most popular social media site, and LinkedIn can connect you with other businesses. If you want to record videos, use YouTube. If not, stick to Instagram for photos.
5. Develop a Unique Brand Personality
Remember that marketing is about attracting your target audience. If you own a skate shop, it wouldn’t make sense if you created material that’s aimed at a luxury audience. You need to speak, act, and present yourself in a way that appeals to your current and potential customers.
It’s important to note that your audience will associate you with a particular style on social media. Your brand’s colors, slogan, and font choices should be instantly recognizable to quick scrollers and casual social media users. Aesthetics and design consistency are very important.
6. Post User-Generated Content
User-generated content is anything your fans or users post on social media that include your product or service. It’s a bit like influencer marketing, except you aren’t paying these promoters or telling them what to say. Either way, influencer/user-generated content builds social proof.
Your customers are more likely to believe a person over a brand. Anytime someone tags your brand on social media, consider resharing it to your feed. Always tag the original poster. While you don’t need to ask to repost content (with credit), it’s nice to do if you have a large following.
7. Create a Regular Posting Schedule
Content is king on the internet, but you need to be consistent if you want to promote your business to a wider audience in your city. The type of content you make is dependent on who you’re marketing to, but images, blog posts, videos, and links to other posts are often popular.
When coming up with a posting schedule, ask yourself how much time you have to commit to a content type. For example, videos will take longer than blog posts because of the amount of editing involved. Ideally, you’ll post 3-5 times a week but start slow if you have limited time.
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