Social media tips for business

4 Ways Social Media Can Help New Entrepreneurs Market a Startup

By DeVry University

The statistics for social media marketing are compelling. Seventy percent of U.S. adults have a social media profile, and 52 percent have more than one. More and more they use those accounts to form relationships with businesses. It’s not surprising, then, that 96 percent of small businesses consider social media important.

It may be recognized as one of the most important types of marketing, but almost half of marketers say it is one of the most difficult. This is because effective social media engagement doesn’t rely on catchy slogans or great expense, it’s about understanding your customers and developing content they’ll want to use and share.

“A lot of people want to just throw an ad on Facebook, and they do it haphazardly. It can get expensive,” says Kaleigh Wiese. “By doing homework on the front end, we’ll end up seeing a much better result.”

Last May, Wiese helped launch Garment Exchange, the first peer-to-peer rental clothing market for women. To keep the marketing budget low, she uses social media heavily and has reached tens of thousands of people at only about $0.00009 per view.

For entrepreneurs looking to promote a new startup, here are four tips from Wiese for effective social media engagement.


To find out what types of posts your audience will want to share, you must first learn more about them. Figure out their age range, who else they follow and what their interests are. By understanding their demographics and behavior, you can craft posts they value.

Garment Exchange, for instance, created customized wedding filters on SnapChat as one marketing tactic to target their late-20s user base.

“Once you learn to catch their eye, you really do see an increase in click through rate,” says Weise.


Every social media platform has a unique user base and helps businesses engage with users in unique ways. For example, SnapChat isn’t the biggest network but it deals with content that’s relevant to Garment Exchange’s user base, so it’s been even more effective for her than Facebook. At the same time, she has virtually no Twitter presence because her audience doesn’t tend to use Twitter.

Each social media channel has a different user base, with the exception of Facebook, which is fairly ubiquitous. Groups such as the Pew Research Center have released reports detailing these demographics.


Social media requires experimentation, and analytics help you learn what was successful, and what needs tweaking. Understanding analytics can help you focus your creativity into valued content. Also, it reduces unproductive work such as the pressure to be active on all platforms.

Conveniently, analytics are built into most platforms so you can see how your posts are doing with immediately accessible graphs and data.


Social media is an extension of your branding, so it’s important to keep your voice consistent and clear across platforms. It’s easy to post and can be tempting to post anything your audience might find interesting, but you shouldn’t do that. Only share content that is consistent with your brand’s voice.

“It used to be that a brand had to be seen seven times to be recognizable, but now in 2016 it’s more like 95 times,” says Wiese. “It takes a lot more time for brands to be understood as ‘the new thing.’ Consistency boosts that.”

Understanding marketing is one of the most important aspects to helping your startup succeed, and social media plays an increasingly crucial role. Learning how to effectively reach customers on social media can be the key to success for many new businesses.

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