6 things you’re doing wrong with your SMME’s social media 

Having a presence online is a no brainer. But you might feel uncertain about how to make and manage one. Do you go for all of the platforms or focus on only one or two? How frequently do you post? WHAT do you post? 

Find out if you’re breaking some basic rules: 

1. You’re on Insta and TikTok… but you sell branded uniforms to mining companies

The platform needs to fit the purpose. If you’re a B2B operation, then LinkedIn is best; it’s more formal than Facebook, far more professional than Instagram and worlds apart from TikTok (now we’re picturing a scantily clad woman twerking in front of a rock drill).   

If, however, you do something visual, like selling homemade macramé planters, then Instagram is best. Facebook is also a good option because you can connect with  macramé-minded communities.

‘Industries such as fashion, food, travel, beauty, home decor, gardening and events enjoy enormous success by adding Instagram engagement to their marketing plans.’

Is this you? Read more here.

(It’s best to chat with an expert about which platform fits your SMME’s purpose best.) 

2. Inconsistency – in voice, frequency and scheduling

Having that Facebook account and posting whenever the spirit moves you is not going to show any dividends – using a social media strategy will. Plan when to post, how often to post and the brand voice you will post in. Don’t forget to adjust your tone depending on the platform.

E.g.:

Instagram: Planter Workshop? Madame Macramé’s got you covered this Mother’s Day. Link in bio.

#mothersday #planter #plants #homedecor #handmade #garden #macrame #plantsmakepeoplehappy #plantlover #interiordesign #houseplants #decor #design #art #home #vintage

BUT

Facebook: If you’re looking for a way to spend quality time with mom this Mother’s Day, book for our annual Planter Workshop. We provide all the materials needed as well as a delish brunch.

Our expert crafter Debbie takes you through all the steps and you’ll leave with a beautiful memory ready to be hung up in your home. We also offer a variety of plant options. 

Book today: Link.  

#mothersday #planter #homedecor #handmade #macrame 

3. Ignoring comments and messages

Nothing annoys me more than messaging a business… and hearing crickets. I feel confused (Do they still exist? Should I rather email?) or worst yet, dreadfully unimportant. Don’t go through the effort of engaging with your customers through your content… and then dissing them.

83% of customers agree that they feel more loyal to brands that respond and resolve their complaints.

90% of customers rate an “immediate” response as essential or very important when they have a customer service question. 60% of customers define “immediate” as 10 minutes or less. (Thanks, Help Scout).

4. Only selling. All. The. Time.

It’s called social media, not ‘sell me stuff’. 

Interacting with communities or individuals on your social media allows you to genuinely engage with your customers. If they feel that you’re generous and trustworthy, they’ll be keen to use you when it’s time to make the money decisions.  

Aim for 80% free value, 20% selling (the magic ratio top copywriter Tiffany Markman recommends).

5. Not capitalising on free value

What do we mean by 80% ‘free value’? Most of the time, you should be giving away intellectual property (tips, tricks and tantalising tidbits) to your users. Madame Macramé might give advice on why cotton twine is better than hemp. Or it might share a blog website about macramé’s sustainability. Share your knowledge; people love learning stuff.

This ‘free value’ should always make your user feel or want to do something. Sometimes all that is is liking your post. That like is the best way to cement your brand in their brain as a relationship that’s positive and worthwhile.   

6. No website

Your Insta post is reaching people and doing really well… but prospective clients don’t have a central spot to seal the deal. Having a website, even a basic one with a Home, About and Contact page, is imperative. The post is the bait, but the website is the hook that reels that customer in.  

71 percent of businesses now have a website in 2023 … companies have realized the importance of having an online presence in order to reach a wider audience and remain competitive in today’s digital landscape. The Covid-19 pandemic has accelerated the trend of businesses establishing a web presence, and it is likely that this trend will continue into the future. Code-free website builders have also made it easier than ever for businesses to establish an online presence.

Forbes

Does your SMME need help with its socials? Contact us now. 

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