by Beth Shaw

As a business owner, it can be difficult to discern the best ways to spend your budget when it comes to social media marketing. Generating leads tends to be the biggest challenge you face when you are looking for customers or clients. We’ve known that the number one way to generate those leads is through referrals, of course. But, surprisingly, a close second is through social media. But how do you strategize which social media marketing is best for you?

First things first, make sure you have up-to-date social media pages that are being monitored and updated frequently. If you can afford to have this done in house, then that’s an easy way to get started. However, if you want real analytics and someone who knows more about social media than you do, your best bet is to work with a company that specializes in this growing field.

Any social media company you choose should know that social media is an effective medium for growing the franchise and helping with retention. Good social media facilitates conversations – both good and bad. You can engage your customers for your franchise, gain more, and find leads to boot.

Secondly, after you’ve found the company you trust, they will ensure that your content is directly related to local events and interests that are in the location you’ve chosen. Be sure that your content is customized to your business. Research has found the consumers feel more positive about a brand after reading custom content. And keep in mind that specific targeting is a way that social media can help you capitalize on reaching customers and possible leads in a completely different way. It’s crucial that the targeting is measured weekly or monthly to ensure that the audience you are reaching is the best one for your business.

Finally, understand your analytics or use your trusted agency to guide you through them. There are so many tools available today for social media analytics which can further help sharpen your social media focus and reach.