Small Business Spotlight: Social Media Marketing Pays for Small Businesses


With thousands of businesses vying for attention on social media, businesses need to offer something unique to grow their followers and customer base.

Social media geek Broden believes authenticity has helped the success of Cooking with Que, which grossed $775,000 in revenue in 2021 and is expected to top $1 million this year.

“I didn’t want to be like everyone else. I wasn’t trying to recreate the wheel, though. People choose what they like and what they think a company gives them in terms of a good product and service. customer,” she said. “I wasn’t going to give anyone something that I haven’t tried myself. There are people who project an image to sell a product but would never actually use that product in their daily life. I wanted just showing people what I knew and it’s worked so far.”

Companies use different social media platforms for different purposes and to reach different followers. Marketers will find that about 75% of US Instagram users are between the ages of 18 and 44, compared to 62% of Facebook users in the same demographic. Sixty-nine percent of Twitter users are between the ages of 18 and 49, while teenagers make up the largest group on TikTok’s short-form video platform.

“I use Facebook for the Live feature,” Broden said. “People on Facebook love interacting with you. They want to feel like they’re your family. For me, they want a recipe easily, and right in front of them. On Instagram, they want to see pictures more, and for those pictures to tell a story.”

Broden also drives social media followers to her website where they can shop weekly meal plans, find recipes and make reservations for The Kitchen.

Gazelle uses Instagram’s “stories” feature to feature products with shopping links. A “shop” tab on its Facebook page features a handful of hot items that can be viewed and purchased on the Gazelle website with the click of a button.

“We have developed comprehensive strategies for each platform we use,” Gazelle’s Cross said. “We lead with our best brand, then determine how it appears in emails, social media, our website and other platforms.”

Not all posts should focus on selling a product because consumers want to engage and even get to know a business owner.

Broden plans each shift. Each week, she posts a recipe, a “Que” tip that focuses on food preparation and storage, and a “Day in the Life” post that gives followers insight into how her business works and a bit of her life. personal.

“You don’t want to post every day because people can get bored of you, but you need to post frequently so your customers and potential customers know you’re there,” Broden said. “If you don’t post, the algorithm used by sites can see it and send you lots of feeds, so users on the platform might forget about you.”

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