socialmediaIf you are a small business owner, reaching the maximum audience is critical to success.  Without the budget for splashy TV ads and mass mailings, social media is the great equalizer.  Developing a laser targeted social media strategy is the key to leveraging this powerful tool.

First decide what audience you want to reach, then research the metrics for the various platforms.  Google has a wealth of website tools to track traffic and research SEO.  Create a message that can be communicated quickly and easily but encourages interaction and follow up.  Choose a tool that can manage your messages and your interactions without taking all your time.  After all, you have a business to run.

Equally important to your marketing efforts is your digital footprint.  How easy is it for customers to find your business and are the search results accurate?

  • Track your digital reputation by making frequent internet searches for your business name.
  • Note how many links come up and what rank they are.
  • Make sure all links are yours and are positive.

If your customers can’t find you, you lose sales.    Contact the search engine to remove any that are not you.  Yes, spammers will hi-jack your business name to re-direct traffic to their sites.

One great tool is Brand Yourself a web app that allows you to control what links appear in search listings for your business.  By following a number of steps, Brand Yourself walks you through getting useless links away from your search results.  This allows your positive links to rise higher on search rankings.

With both free and paid versions, this is the must-have app for small business and freelancers.

Next, choose one or more management tools to keep up with your social media news, followers and postings.

communit2Commun.it is a good product if you are unfamiliar with Twitter and trying to get the hang of who to follow, who to engage, who to list.  The dashboard gives views of your followers, engaged Tweeps and groups.  Recommendations are made for follows, unfollows, thank yous and engagement.  There are free and paid versions so you can try it out to see if it meets your needs.

Crowdbooster is a good tool for managing both Twitter and Facebook pages and multiple accounts.  It tracks growth, engagement, allows you to schedule tweets and posts and stats can be exported.  There is a free trial period, but no free version.

Let us know in the comments if you have a favorite tool so we can check it out.