Whether you’re a small business starting out or an established company, marketing boils down to the same question - how can I get the most results at the least cost?
The answer lies in one of our digital marketing staples - Social Media. Facebook (Meta) in particular, being the most popular social media platform with over 2.8 billion active users, has become the go-to platform for businesses to reach their target audience.
The problem with Facebook however, is that its algorithm can be tricky to navigate, and we are often reminded that we must spend money on ads or boosting posts to get results. I’m not saying this isn’t entirely true, you probably saw this article from a boosted post. BUT, there are indirect methods that marketers often overlook that can help them reach their target audience creatively and effectively. The best part? They don’t cost a cent!
Here are the top 6 social media marketing tactics you can use right away without taking out your wallet. Get creative and have fun!
1. Contests
Contests are a great way to engage with your audience and create buzz around your brand. By incorporating your product or service into the contest, either through its use or as the contest prize, it allows you to centre people’s attention on it. Facebook has specific rules and regulations for running contests, but with a little bit of creativity, you can create a contest that your audience will love. For example, you could ask your audience to share a photo of them using your product, and the winner will receive a free product or service. This will not only help you gain more followers but will also create a community and generate awareness around your brand.
2. Facebook & Instagram Live
Live events are an effective way to connect with your audience on a personal level. They allow you to interact with your audience in real-time, answer questions, and create an engaging experience. You have lots of creative freedom in this space. For example, you could run a live contest, show a live feed showcasing your new products, do a reading of the funniest reviews you have received, run a feedback session with a reward for the best suggestion etc. The aim here is to ensure you entertain your audience and make them feel heard. This will strengthen your relationship with your customers. Another powerful feature of Facebook and Instagram live is that they notify all your followers when you go live (provided they haven’t turned off notifications in their settings), so your reach would be a lot higher than a regular social media post. If you're new to how Facebook Live works, check out this comprehensive guide by HubSpot on how to use this feature.
BE WARNED: With great power comes great responsibility - if you overuse this feature or your live event does not provide sufficient value to your audience, you will find people muting your brand page or even unfollowing you altogether.
3. Joining groups or communities
Facebook groups and communities are a great way to stay close to your ideal prospects. You can join groups related to your industry and engage with members by sharing your expertise and answering their questions. This will not only help you build your reputation as an expert but will also help you gain more followers and potential customers. Just be wary not to dominate every conversation or share too frequently about your product or service. This could get you kicked out of the group, and cause harm to your brand. Only contribute useful information and be respectful of the group’s rules and its members.
4. Collaborate with other small to medium-sized brands with a good following
Remember, you don’t have to do everything yourself. Collaborating with other small to medium-sized brands can help you reach a new audience and gain more followers. You can partner with other brands by creating joint posts or promotions. For example, if you are a fashion brand, you can partner with a jewellery brand and create a joint promotion where customers can get a discount on both brands. This will not only help you gain more followers but will also create a win-win situation for both brands. Quite often, businesses are willing to help if they can see the value of the partnership. It is always best to approach it with a clear plan and understanding of how the collaboration helps both parties.
5. Engaging influencers
You’re probably thinking it costs a lot to engage influencers right? Well, not always. Here’s the good news, influencers are people, not businesses. So, if you reach out to the right people with the right approach, you could get their help to promote your products to their followers. The best way to do this is to engage micro-influencers first when you are starting out. These influencers usually have between 10,000 to 100,000 followers. The smaller their base, the easier it might be to get their attention and help. You can engage with influencers by commenting on their posts, starting a conversation, and offering them free products or services in exchange for a product review. This will not only help you gain more followers but will also create a sense of trust and credibility around your brand. Once your brand gains traction amongst the micro-influencer community, you might find it easier to engage more prominent influencers.
6. Mimic or create viral content/trends
Creating or mimicking viral content or trends can help you reach a large audience and gain more followers. You can create your own viral content by producing a funny video or a meme related to your brand. Creating your own viral content is a bit of a gamble, as it is hard to tell if it will take off. Alternatively, you can mimic viral trends by creating a post related to a popular trend. The idea here is simply to ride the wave of your audience’s proven interests and stay relevant to them. For example, if the "Dolly Parton Challenge" is trending, you can create a post related to the challenge and promote your brand at the same time. In keeping with this theme, adaptive marketing tactics such as creating content related to trending topics or news are another way to stay relevant with your audience.
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