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Why You Need to be Social Media Savvy For Your Business

And five golden strategies to improve your business’ marketing strategies.
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Suck at money? Congrats. You’re part of the 99 percent of people in their 20s floundering when it comes to finance. Adulting is hard, and money is harder—especially when it’s your own and not your parents. My Two Cents is here to break down everything you need to know about finance, business, and entrepreneurship. We’ll tackle all the basics, from how to get a business permit to how to invest in stocks, to educate the fledgling adults on how to not go broke.

Welcome to the idiot’s guide to money. Lesson No. 21: The business of marketing.

If you want to keep your business afloat, you have to become a digital native. The consumer is no longer just looking at billboards or listening to the radio—nowadays, the consumer is too preoccupied by social media 24/7 to look beyond his phone. Our attention is permanently glued to a screen, and the fact that you’re reading this article on a website instead of a magazine is proof that media, advertising, and marketing shifted from print to digital years ago. And it’s time to catch up.

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If you want to buy something, you go to Shopee or Lazada. If you want to order something, you go to GrabFood or FoodPanda. If you’re planning a trip, you visit a hotel’s Instagram page. If you’re curious about an event, you check out the event’s Facebook page. If you want to keep your business afloat, you invest in the business of marketing.

Some local companies have achieved immense popularity simply because of brilliant marketing. Case in point: Angkas. This small startup managed to grow beyond most people’s expectations because of its brilliant and witty online presence that caters perfectly to the personality of its clients.

If sales is the game of numbers, the business of marketing is a game of noise. Marketing is all about making as much noise as you can without actually shouting. It’s a call to attract potential customers with quality content instead of driving them away with irritating posts or ads. If we’re going to use analogies, then consider marketing as the paddle that will build your boat’s momentum to get to your sales goals. It’s obvious why companies pay digital marketers what they do—their knowledge is invaluable.

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And if you want to cash in on digital marketing but aren’t yet profitable to hire a firm, we’ve gathered some strategies for you to try out. With the assumption that you have the basics down (profiling targets, unique selling proposition, etc.), here are some golden marketing strategies for enterprises of all sizes.

1| Remember That SEO is King

To be precise, Google is king. And writing your brand’s blogs with search engine optimization (SEO) in mind is your road to getting on Google’s radar. For non-digital natives, SEO content is basically blogs that have been optimized to appear higher on the list of Google searches. The more optimized it is, the closer it is to the first page people see when they Google something like “barber shop Cebu” or “parking app Makati.”

Websites are no longer optional. They are crucial to your brand’s growth if you’re looking to expand. If you have a website, a potential customer can find you easily online if you have SEO-optimized content that will then put you on their radar.

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2| Take Social Media Seriously and Post Consistently

Every brand should have a Facebook, Instagram, and Twitter page. This is a non-negotiable. Once you’ve understood your market, you should curate your social media accounts to cater to that market. Restaurants and food establishments are more popularly viewed on Instagram where food photography is a constant and on sites like Zomato to increase your reach with reviewers. Retail companies do well on Instagram as well as apps like Shopee and Lazada.

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Everyone should regularly post on Facebook, the de facto town hall of every netizen, but not every brand can succeed on Twitter. Twitter is the world of witty one-liners, memes, and personalities. The marketing potential is immense yet untapped (with the exception of Angkas), but if Twitter speak is on-brand for your enterprise, then you’ve already got one foot in the door.

3| Don’t Just Jump on Trends. Curate Carefully

You don’t have to post every day, but consistent content is ideal content. Create a calendar and plot your posts so you can see which periods of time are going too long without content. Plan around and leading up to holidays, but when something viral comes up, consider how you can monetize off of that trend.

But don’t just jump on every trend. The 2020 consumer is smart and will call you out for inauthenticity when due. Consider if the trend is on-brand, and if you do decide to join the bandwagon, do it tastefully and appropriately.

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4| Join Communities and Stay Local

Businesses are built on connections, so the more you make, the more you’ll grow (ideally). Join forums and community boards that fit your brand. Share posts in Facebook groups, interact with other businesses, and be open to cross-promotion.

Local businesses are easier to setup than companies with a wider market because it’s easier to connect to an audience you already know. Plus, there are already a number of existing communities that will help you promote your brand. For example, GoCavite and GoBatangas are known to share and promote hotels and restaurants in their respective provinces, while MakeItInMakati is a popular page for the latest update on events in the city.

5| Be Conscious Of Your Reputation

And request for reviews. People don’t care what you have to say about your brand. They care what others are saying. On that note, make an effort to approach people for reviews, particularly vloggers, and let them vouch for the quality of your product or service.

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Reputation is everything, and small enterprises aren’t equipped to survive big crises, so make sure you track your company’s reputation online. Google the company name, search for it on Twitter, Instagram, Facebook, etc. and see what people are saying. If it’s good, great. But if it’s bad, it’s a sign you need to work on your product or service.

These are just some digital marketing essentials for small enterprises, but there are a number of more marketing ideas for your enterprise if you really want to get serious about the business of marketing.

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About The Author
Anri Ichimura
Staff Writer, Esquire Philippines
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