Recent research shows that while almost two-thirds of small businesses have social media accounts, just over half of them have a social media marketing strategy. While that may not be as dangerous as buying and driving a car without getting a driver’s license first, there is plenty of room for more prudence on behalf of firms of any size attempting to make best use of their online potential. Even when you don’t know all of the terrain that lies ahead, roadmaps are useful.
Social media marketing coming of age
Over 55% of these businesses with a social media presence have an in-house team managing these webpages, while 37% of them use social media software to help maintain their social media accounts. The most popular ways in which these firms are tracking the success of their social media presence is engagement (24%), leads/conversation (24%), clicks to other websites (18%) and audience growth (16%). There remains significant reluctance to jump into new waters without a sense of what lies beneath.
Don’t forget SEO, even if it’s mysterious
Even more perplexing than attempting to optimize usage of social media is managing your website’s SEO, since, well, we’re not quite sure exactly what it is or how it works, actually. Over 60% of small companies place greater importance on social media marketing than SEO planning. Just over a third of small businesses have an SEO strategy, although about a quarter of them plan to have one by the end of 2019. This lack of planning is perhaps understandable when considering the shifting, unreliable nature of what SEO is, and how search engines like Google define it. But it pays to pay attention and be ready for what comes next, when some kind of calm and standardization comes about after the stormy conditions defining the online world of today.
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