Gaining traction on social media for a new business in Nairobi can be a challenging yet essential task for building brand awareness and reaching your target audience. Let’s face it: social media is now saturated. It’s not what it used to be in the past. In those days you could have established your presence on social within a short time and with less effort.
But that doesn’t mean you shouldn’t face the challenge; after
all, social media is a mandatory way to promote a new
business. The days of billboards are passing away.
Also, remember that you will need a social media manager to
help you with your social media efforts if you need support to gain social
media traction.
Here are some strategies to help your new business get
started on social media:
- Set
Clear Goals
Define specific, measurable, and achievable goals for your
social media efforts. Are you looking to increase brand awareness, drive
website traffic, generate leads, or boost sales? Having clear objectives will
guide your strategy.
- Know
Your Audience
Understand your target audience’s demographics, interests,
and online behavior. This will help you create content that resonates with
them. You are coming to social media to interact with your potential customers
and to meet new ones. Therefore, you must understand your audience.
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| Know your audience |
- Choose
the Right Platforms
Not all social media platforms are suitable for every
business. Focus your efforts on the platforms where your audience is most
active. For example, Instagram and Pinterest are visual platforms, while
LinkedIn is more business-oriented.
Ask yourself, is Facebook the right platform or X
(formerly Twitter) or Instagram?
- Optimize
Profiles
Ensure your social media profiles are complete,
professional, and reflect your brand identity. Use high-quality profiles and
cover images, and craft compelling bios that clearly explain what your business
offers. This is where a social
media manager with graphics design skills comes in.
- Create
Valuable Content:
Share content that provides value to your audience. This can
include informative blog posts, engaging videos, entertaining stories, and
beautiful images. Make sure it’s relevant to your brand and audience. A perfect
social media manager can handle this well.
- Consistency
is Key
Regular posting is essential to maintain audience
engagement. Create a content calendar to schedule posts in advance. Aim for a
consistent posting schedule. Again, you will need a social media manager if you
are too busy to keep up with consistent posting.
- Use
Hashtags
Incorporate relevant hashtags in your posts. This can help
your content reach a broader audience, especially on platforms like Instagram
and Twitter.
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| Hashtag |
- Engage
with Your Audience
Respond to comments and messages promptly. Engagement builds
relationships and fosters a sense of community around your brand.
- Collaborate
and Partner:
Team up with influencers or complementary businesses in your
industry for shoutouts or collaborations. This can help you tap into their
established audience.
- Run
Ads
Social media advertising can be an effective way to target
specific demographics and reach a wider audience. Platforms like Facebook,
Instagram, and LinkedIn offer advertising options.
Analysis
Analyze
and Adjust
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| Analysis |
Use social media analytics tools to track your performance.
Adjust your strategy based on what’s working and what’s not. Pay attention to
metrics like engagement rates, click-through rates, and conversion rates.
- Contests
and Giveaways
Running contests or giveaways can encourage user engagement
and help you quickly grow your following.
- User-Generated
Content
User-generated
content is what your customers say about your products and services, as opposed
to what you say. Encourage your customers to create content related to your
brand and share it on their profiles, standard social media, or on Google My Business, TravelAdvisor,
or Yelp. This can create a buzz around
your products or services.
- Be
Authentic
Show the human side of your brand. Share behind-the-scenes
content, customer testimonials, and the story of how your business started.
Authenticity can build trust with your audience.
- Leverage
Trends
Keep an eye on trending topics and hashtags in your
industry. Join conversations and participate in relevant trends when
appropriate.
- Be
Patient
Building a significant social media following takes time.
Don’t get discouraged if you don’t see immediate results. Stay consistent and
persistent.
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| Be patient! |
Parting Shot
Remember that social media success doesn’t happen overnight.
It’s a long-term effort that requires ongoing commitment and adaptation. So
please don’t pressure your social media manager to deliver quick
results. I have been a victim of such pressure.
Tailor your strategy to your specific audience and business
goals, and don’t be afraid to experiment and try new approaches to see what
works best for your new business.