ULTIMATE GUIDE TO SMALL

1 Getting Started WHY DOES YOUR BUSINESS NEED SOCIAL MEDIA?

As a small business or entrepreneur, it can be easy to dismiss as a non-essential channel. But, GROWL’s here to tell you this is NOT the right answer.

Here’s why:

1 Consumers spend more 2 Social media creates 3 There are 3.2 billion daily time on their mobile community where active social media users devices, over 90% of all consumers interact with who spend an average of 2 social media is accessed via brands like humans. Did hours on social media. mobile devices and 80% of you know that 71% of the total time spent on all consumers who have a platforms is mobile-driven. positive online experience with a brand are more likely to recommend it?

Daily social media usage by generation:

GEN Z 59%+

MILLENIALS 90.4%

GEN X 77.5%

BABY BOOMERS 48.2%

Now that you know your business NEEDS to be on social media, use our quick guide to get started on each platform. Already have your pages set-up? Download our social media audit to verify they’re aligned.

2 social media audit: http://www.growlagency.com/blog/socialaudit/ Step 1

SET-UP

We’ll focus on the BIG TWO platforms for small , & Instagram.

Before we get started, keep in mind that your business pages should be their own entities, and be separate from any of your personal accounts.

DETERMINE IF A PLATFORM IS RIGHT FOR YOU

What is your main customer focus?

B2B BOTH B2C

Do you communicate with end Do you have many photo Will you be sharing and consumers at all? opportunities for your product links to content? or service?

YES NO YES NO YES NO

Would you like to Do you want to communicate with end share behind Do you have consumers & the community? the scenes behind-the- style content? NO YES scenes content? YES NO Will you be YES writing blogs & Facebook sharing links? Instagram YES NO Facebook LinkedIn Pinterest Instagram Facebook NO LinkedIn Instagram Facebook Instagram Twitter Facebook LinkedIn Pinterest Instagram LinkedIn LinkedIn

3 Step 1 SET-UP: FACEBOOK

FACEBOOK IS THE MARKET LEADER: GAIN OWNERSHIP

1 From your personal 2 From your 3 “Get Started” with a 4 Complete the profile, create your newsfeed, click business or brand set-up steps page on desktop “create” and page by adding your choose “page” business information

Once your details are entered, use this checklist to complete set-up

;; Add your logo as your profile picture & cover photo (double check fit on desktop & mobile.)

;; Complete your About & Story (add an image to the story)

;; Verify hours, products, location, website, contact, etc.

;; Add only necessary people as admins (Settings > page roles)

;; Complete Step 2 & begin executing your strategy

;; Start Inviting people to like your page

68% 51% USERS IN THE OF THEM USE U.S. ARE ADULTS IT EVERY DAY

4 Step 1 SET-UP: INSTAGRAM

INSTAGRAM IS A RISING STAR With over 1 billion monthly active users, and an average daily usage of 53 minutes!

1 Go to Instagram.com on 2 Enter account information 3 Create a username that IS desktop or mobile to create including business email your business name. an account. and name.

Once your details are entered, use this checklist to complete set-up Head to the Instagram app and make your account a business account. ;; Tap the three lines in the right corner 53 MINUTES ;; Tap the gear icon for “settings”

;; Choose “account” and “switch to professional account”

;; Tap “business” then follow the prompted step to link to your business Facebook page ;; Add details for your business category and contact info 83 PERCENT Back to on your profile

;; Enter your business name CONSUMERS RESEARCH PRODUCTS/SERVICES ;; Add your website

;; Write a short bio about what you do, include your brand hashtag (ie. #growlagency) and other key hashtags

;; Enter contact email and number (business, not personal) 71 PERCENT ;; Add a profile picture that is representative of your logo,

make sure it crops correctly OF BUSINESSES ARE ON INSTAGRAM ;; Make sure your social accounts are linked on your website 5 Step 2 STRATEGY

Before you just start posting, use our social media audit to organize your account information. Then, follow these steps to create your strategy. Use this for all of your social media communications, you want everything to SOUND like it came from the same place!

1 2

Define a purpose for each page. What will be posted here? Outline your brand personality and voice. (i.e. Facebook is information and Instagram is culture).

Write three words that describe your business as if it was a person (i.e. confident).

1

2

3

Write down three ways your business would speak as if Never write in the first person. Think it was a person (i.e. casual and playful). of your business as its own entity and own personality. 1

2 Good: GROWL loves getting involved 3 Bad: I love getting involved!

6 Step 3 CONTENT

NOW START PLANNING CONTENT 1 Know your target audience 2 Establish a look for your 3 Know your brand, build it, and provide optimal posts – always use authentic and keep it consistent. customer service. imagery, take photos of your Language, look, and post frequency location, products, etc. Quickly respond to comments and questions

4 Use a calendar and indicate 5 Be engaging & foster 6 Use brand hashtags and what you’ll post when. Post advocacy. Connect with popular industry hashtags in at least 3x per week. followers & influencers with every post. two-way communication and Contests, giveaways, and deals work Use 3-5 on Facebook and 9-11 on – but don’t use them constantly. sharable content. Instagram.

Word of MOUSE!

7 Incorporate Instagram 8 Use engaging, positive CTAs 9 Maximize efforts by pairing Stories for behind the scenes in your posts and drive traffic social media campaigns with content. to your website. email marketing.

Daily active Instagram Stories users increased from 150 million in 2017 to over 500 million at the start of 2019.

TO PAY OR NOT TO PAY Paid ads and promotions on 1 Build an organic foundation. 2 Grow organically first. Facebook and Instagram can get convoluted. From the surface, it Organically establish credibility Invite your friends, interact with seems easy to boost posts for a and authority before paying for followers and other businesses, greater reach, but the theory that social ads. Running ads right off foster community and cross- if it’s worth posting, it’s worth the bat can have adverse effects. . When you have high paying is FALSE! engagement and community involvement, your page will grow.

After you’ve developed your pages, only pay for goal-driven social ads.

1 Know your goal, target 2 Don’t boost posts. 3 Always define your 4 Use videos for better audience, and brand You’ll see higher return audience, don’t just go engagement. essence. Never run an on the prompted with “nearby” users! ad on a whim or off- boost and slowly brand. decrease your ROI on all other posts (organic and paid). 7 Need help optimizing your pages, bolstering your strategy, running ads, or understanding social media ROI?

Contact GROWL’s digital marketing experts today: [email protected] 970.852.4700

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