By now, it's safe to say that the landscape of social media is among the things forever changed by COVID-19.

Unlike many other industries, however, social media marketing is on the rise in power and profitability. Today, we see that more consumers are using social media, businesses are spending more money on ads and the Influencer market has never been more competitive. Above all, becoming a trusted brand is more important than ever.

If your small business is going to not only survive, but thrive, in this new normal, gaining the trust of your customers on social media is essential. It’s easy for your messaging to get lost in the noise, as platforms are experiencing a boom of activity and an influx of marketing efforts.

To set your business up for success, make sure you are taking the following steps:

Optimize your website:

This is the first thing your potential customers are checking when considering spending money on you, and a poorly developed website (or no website at all) is a quick way to dissuade them. Your website is the core of your online presence. It's your storefront and your greatest tool for communicating your brand identity. Without a doubt, have a robust website in 2021.

Invest in great content:

If you don't have the time or bandwidth to come up with great content that will resonate with your customers, hire someone who does. The biggest mistake a business can make with their social media is to use it as a billboard, posting static ad after static ad. The real road to social media success is paved with value-driven content that your audience can connect to -- and that takes thought, research, revision and experimentation. When all is said and done, this approach pays for itself many times over.

Meet your audience where they are:

Do the research, know their pain-points and then find the courage to speak directly to those issues. Humanize your brand by demonstrating that you know what is going on with your audience, and you get it. Part of that is done by developing poignant captions, but another component can come from spotlighting customer stories. However, you choose to approach it, becoming a part of your audience community is an essential part of gaining their trust.

If you're looking to take your brand's social media presence to the next level and create a better, longer-lasting connection with your customers via social media, getting professionals on your team is hugely beneficial. Contact me at jessie@allsocialjessie.com or call 248.219.5106.

When it comes to social media, the biggest frustration small business owners run into can be summed up in three little letters: R-O-I.

Social media’s ROI (Return on Investment, or exactly what you’re getting out of it) can be devilishly hard to calculate accurately, which is the reason a lot of small business owners are skeptical about whether having a presence on social media is worth the time and effort it demands.

However, in today's world, where social distancing is likely to stretch well into 2021, marketing via social media is no longer optional. It’s mandatory.

So how are business owners handling this ROI thing?

Some measure social media success by counting Twitter followers and Facebook friends. Others count reposts and likes. These are essential components to track, no doubt about it, but there are better approaches if you want the full picture.

Here are some strategies for calculating ROI that you can start using right away:

Ask Your Customers How They Found You: This strategy is the most simple, cost-effective way to calculate marketing ROI, but it's something many business owners overlook. Train your staff to ask, "How did you hear about us?" and keep your customers’ responses in a log.
Google Analytics: This is a free website dashboard add-on. With it, you have access to a wealth of insights about your website and its visitors. If you're not using it already, you should start! Google Analytics is, hands down, one of the best ways to learn about your web traffic. Click here to set it up for free.
Loyalty Programs: Developing a loyalty program takes some time and resources. You'll have to figure out what kind of incentives you'll offer and how to manage the expense of those incentives and the administration. But having such a program is an excellent way to create repeat customers and build brand loyalty. Once in place, it can pay for itself many times over.
Mailing Lists: Having a direct line to your customer is invaluable, but to maximize the return, make sure that they have a reason to keep opening your emails. It's not enough to alert them to offerings that they can already find on your site or social media. Offer your email list exclusive discounts and useful information that isn’t found elsewhere.
Facebook Ads: If you have eCommerce set up, you can track conversion rates through your ad dashboard. This is one of the most responsive and accurate ROI tools at your disposal, but it works even better if you have a clear goal for it.

We'll talk more about goal setting another time, but with these tools and so many more available to you, there is no reason you can't get a detailed picture of how your social media marketing is affecting your business's bottom line.

How’s that picture looking now?

If you need help maximizing the efficiency and effectiveness of your social media, contact me at jessie@allsocialjessie.com, or call 248.219.5106.