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3 Tips To Jumpstart Your Social Media Marketing

When I talk to small business owners here in the Virgin Islands and in the States about their struggles with social media marketing, their most frequent complaint is, "I just don't have time". Posting regularly, generating relevant, compelling content, keeping up with the ever-changing landscape of social media platforms... it can all seem so overwhelming. However, the truth is that maintaining a social media presence is crucial to brand identity & visibility, customer satisfaction, and new business generation. 71% of consumers who have had a good social media experience with a brand are likely to recommend them to others. Using social media to manage customer relationships is becoming normalized, and the absence of a social media presence is becoming conspicuous. Even in small communities like our islands, it is important to keep your business in the forefront of people's minds, and social media is a cost effective way to do that. Still, sometimes it's hard to know where to begin. Here's an easy three step program to jumpstart your small business' social media.

1. Develop a Strategy

This may sound like a daunting starting point, but once you break it down into a few simple questions, it's easy to get started! First, ask yourself what your goals are. Do you want to generate new leads? Reach out to new customers? Hone your brand's image? Focusing on one or two specific goals will help keep your social media on message. Once you've decided what you're going to focus on, think about what your brand's aesthetic is, or what you would like it to be. I tell my clients that your social media presence is like your brand's personality - it gives customers a peek into your lifestyle, what you stand for, what you love, who you are. It helps to frequently take a step back and look at your feed with a critical eye... is it sending the message you intend it to? That question is more easily answered when you start the process with a clear idea of the message you'd like to convey.

2. Start With a Single Platform

The revolving door or social media platforms can be a deterrent when it comes to getting into social media marketing. Facebook is the industry leader, but Instagram, Snapchat, YouTube, Pinterest, Twitter, and others all command various segments of the market. The trick is to start small! Choose one platform, execute and experiment with your strategy, and once you've built a following, decide if you'd like to expand. Facebook can seem like the default starting point, but here in the V.I. visual platforms like Instagram and YouTube can be a better bet to start off, and often prove more manageable. Research your options and your market, and decide which one makes the most sense for you.

3. Foster the Habit

When business is good, it can be easy to let your marketing efforts fall by the wayside, but consistency is key to building your following. Making your marketing efforts part of your daily routine will help you stick with it. Early on, try to streamline your process - frictionless routines are easier to maintain! I find editorial calendars to be extremely helpful, planning out a week or a month at a time (depending on what works for you, I prefer a weekly plan)... the benefit of an editorial calendar is that you can plan your posts, whether they're part of a broader campaign or simply complementary topics. Designate time each day, or several times a week, to plan and schedule your posts, whether within the platform or using a scheduling platform like Hootsuite.

And that's it, you're got a social media marketing strategy! At the end of the day, it can be time consuming to create and curate content, but if you start with a plan and execute it consistently, you can build a basic social media presence that will benefit your business with just 15 to 20 minutes per day.

If you have specific questions about your business' social media efforts, please feel free to reach out to



St John 00830, USVI