By Corissa St. Laurent
When it comes to social media, one of the top concerns among small business owners is how they’re going to fit it in along with all of the other activities they do to keep their businesses up and running. This is why there are a lot of false starts, sporadic efforts and spotty results when it comes to keeping an active online presence.
If you’ve ventured into social media or are just now getting acquainted with the various tools and best practices, odds are you’re looking for an answer to the nagging question about how much time it’s going to take before you see results.
There is no magic formula, but it’s recommended to spend at least 15 to 20 minutes a day or approximately two hours a week engaging with your audience. If your already taxed schedule feels like it can’t squeeze in another two hours each week, consider that social media is a low-cost vehicle that will allow you to effectively reach your target audience in one of the most powerful ways: engagement.
If you’re looking to uncover those additional two hours each week, here are four short cuts to finding them.
1. Eliminate or reduce the non-performing marketing efforts. Ask customers what brought them to your business and assess which activities are driving the most profitable customers. You’d be surprised how often this simple question is not asked, yet how critical the answer is to determining where to invest your marketing resources.
2. Focus on the two social media sites where the majority of your target audience is most active. Put a tickler in your calendar to check the other places when you have a few spare moments, but don’t try to be everywhere.
3. Take advantage of the many free tools, including NutshellMail from Constant Contact, that will track the online conversations about your business and package them up in one tidy e-mail that gets sent to your inbox as often as you’d like.
4. Hosting an event? You can save a few trees and lots of time with a few simple applications. There are now tools available that allow you to market the event online, register attendees, check them in upon arrival and send them relevant alerts during the event – all without having to use a single piece of paper or wait in line upon arrival.
The good news is that these tools are so easy to master you’ll be up and running in no time, and back to your day job without missing a beat.
Corissa St. Laurent is Regional Development Director, New England, for Constant Contact. She can be reached at firstname.lastname@example.org.
Published in Cape & Plymouth Business June 2012
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