As a shiny new year dawns, everything feels new and bright. What were marketing challenges for the small business last year are now marketing opportunities. Social media will continue to play a vital role in attracting customers to a business and with a more geographical slant, so a small business in San Diego needs to be confident they are harnessing every opportunity that comes their way with regards to San Diego social media marketing.

#1 Don’t underplay organic reach

When phrases like ‘organic reach’ are used, it is referring to the natural growth and engagement of a brand with its customers via its chosen social media platforms. There is marketing to sell and then there is more subtle marketing that suggests and builds connections over time.

In short, forget being a slave to social media algorithms and make 2019 the year you reach out to people.

#2 Go local

Social media is a BIG place, as is the web but increasingly, we are seeing businesses using their geographical location to physically connect them to customers. As a small business, if your customers are San Diego bound, then steer your posts, captions and stories to include your location.

#3 Go Live!

You may have seen that live streaming is attracting attention and there are many ways that a business can harness this opportunity. From live streaming the lunchtime rush to a live stream of today’s great offers and so on, you attract a lot of attention to your business via social media.

Most social media platforms support and encourage video – you just need to look at IGTV success for encouragement – and they don’t have to be scripted or directed either. Neither do they need to be of epic proportions.

Consider what you could video and live stream in San Diego in 2019. Would this add to the customer experience?

#4 Talk WITH people, not AT them

There is a difference between letting people know who you are, what you do and how to use your products or get the best from your services without lecturing them or talking at them.

It is a subtle tweak not just to the copy but to the overall brand voice too. For example, ‘buy your doughnuts from us because they are the best’ comes across better than ‘buy your doughnuts from us because yours will never be as good’. Feel the burn…

#5 Numbers won’t be everything

Halfway through the list and we come to the sticky questions of metrics, key performance indicators and return on investment for social media marketing in San Diego. On one hand, it is useful and important to see who you are reaching and when, as well as how much and fast your pages are growing.

But on the other, these figures mean very little because numbers are not the only means of measuring popularity. There is also the age-old argument of quality over quantity. It is best to have 100 genuine followers than a 1,000 bots.

If there is one trend for San Diego social media marketing you adopt this year, it is to connect with real people and forget the numbers game, just a little bit at least.

#6 Put the social back into social media

Social media, arguably, was started to connect people, build relationships and friendships and so on. negativity creeps in, however, and we have trolls plaguing people and businesses with negative comments and unpleasantness.

There is a swing to claiming back the social aspect of social media, with positivity something that many brands are utilizing to their benefit. As a small business, you can do the same.

Be approachable and engaging with your content. Take a look at how your competitors interact but also take a look at how big brands get it right – and wrong!

#7 Add value to the content

Social media marketing is not just about selling.

There are posts that you will obviously target your customers, enticing them to spend their money with you. From money off for a limited period of time to other deals, there are some posts that will obviously be marketing.

But these don’t need to be the only posts you send out or even the majority of the content you create and send. Following on from putting the social back into your posts, add value to your post too.

For example, don’t just sell trips, post about how to stay safe when traveling or tips on how to pack a suitcase for crease-free clothes. Consider what it is your customers an followers want to hear about.

#8 Be agile

We assume that as a small business, there is little opportunity or openings to compete with the ‘big brands’ but actually, social media marketing can level the playing field if you know how to create a winning social media marketing strategy.

You need a strategy, a plan, and great content along with consistency of posting and plenty of engagement.

#9 Great results can be achieved on a budget

You don’t have to throw thousands of dollars you don’t have at social media marketing. Working smarter not harder or with a high price tag is the key to unlocking the potential of social media marketing for your business.

You just might need help to do it…

#10 Content needs to be of the highest quality

Social media is bustling and busy. All that noise means getting heard can be more difficult than we would like it to be. With this in mind, you need to be confident that you are posting the right kind of content that supports and develops your business, but that customers all find attractive.

Whilst we said at the start that organic reach needs to have a heavier emphasis on it, if the content you are posting is not hitting the triggers of your customers as well as social media algorithms, your posts will be lost in the noise.

It feels and looks complicated. It can feel overwhelming too, coming up with a solid social media marketing strategy for 2019. We understand this, which is why we offer a free consultation on the where, why and how of social media, as well as how best to apply these to your San Diego business. Contact Above The Fold Agency today by clicking here for a free consultation.