A business’s social media presence often acts as its digital storefront. Before visiting a restaurant, winery, fitness studio, or store in Santa Maria, customers are likely checking Facebook, Instagram, Yelp, or Google reviews first.
With the right approach and consistency, social media can become a powerful tool for growing visibility, building customer loyalty, and ultimately driving revenue. Here are five top ways that local businesses can do just that.
1. Identify the Social Media Channels You Want to Focus On
One of the biggest mistakes businesses make is trying to master every platform at once.
Instead, focus your energy on the channel that makes the most sense for your audience. For many local businesses in Santa Maria, Instagram is likely the most important platform because it is popular across many age ranges. Facebook may also be extremely valuable if your business already has an active local audience there, while TikTok may be effective for brands trying to reach a younger audience.
The key is consistency: it is far better to post consistently on one platform than sporadically across multiple platforms.
2. Carve Out Dedicated Time Every Week, Month for Social Media
Social media works best when it is planned intentionally rather than squeezed in randomly between other tasks. Set aside one to three hours per week for yourself or a social media-savvy staff member to create and post content. Then, once a month, carve out additional time to map out your posting calendar for the upcoming month.
3. Make It Easy for Customers to Take the Next Step
Many businesses lose potential customers simply because their information online is outdated or difficult to find. Your social media bio should clearly state your location, hours of operation, website, contact info, and a compelling description of what makes your business unique. Every social media post should also include a clear call-to-action.
Whether you want people to book an appointment, make a reservation, visit your storefront, attend an event, or send you a message, tell them exactly how to take that next step.
4. Collaborate With Other Local Businesses
One of the most effective ways to grow your audience on social media is by collaborating with other local businesses. Santa Maria has a strong sense of community, and partnerships often create a win-win situation where both businesses gain visibility.
Instagram Collaboration posts are especially effective because the content appears on both accounts. For example, Vida Yoga in Old Orcutt will often work with other local businesses like Naughty Oak to hold “Beer Yoga” events, and they effectively utilize the Instagram Collaboration feature to reach significantly more audience members.
5. Keep Your Yelp and Google Business Profiles Updated
Your Yelp and Google Business profiles are incredibly important for customer discovery — make sure your business name, address, phone number, website, and hours are updated.
In order to make changes, businesses will need to “claim” their profiles so they have full control over their information. If your business has a rating below four stars, consider proactively encouraging satisfied customers to leave reviews.
Positive reviews can impact whether a potential customer decides to visit your business.
This Santa Maria Valley Chamber Commentary was provided by Olivia Melikhov, Founder and CEO of Olivia Marketing Group. Melikhov has been working in the social media space since its inception in 2008. Learn more at www.OliviaMarketingGroup.com.