Kar Brulhart was the head of social media and partnerships at a company when Covid-19 came to the US. When the firm went under, Brulhart was looking for a new job that would combine her passions for social media, public relations, and global growth.
According to the US Census Bureau, she was one of 5.3 million Americans who started their own businesses in 2011. After eight years in the industry, Brulhart has worked with the United Nations. One-on-one coaching calls and courses that help small-business owners grow their social-media followings organically are offered by her company.
Brulhart has a lot of clients who want to build their profiles on social media. She made six figures in revenue in 2021.
She works with her clients to perfect their content strategies and take advantage of what the social media platforms have to offer.
Over the past eight years, Brulhart has learned a lot about how small business owners can grow their following.
Video is the top feature for small business owners to focus on when looking to grow. A mix of media types is important.
There is a mix of content that is moving the needle for growth. We are moving back to posting more static content, which includes images and carousels.
While static images tend to find more existing followers, reels tend to reach those who are not already following the account. She said that it's important to tend to both existing and potential followers in order to grow.
Video sharing is still a highly effective way to share a brand's ethos, aesthetic, messaging, and information.
With the saturation of users on social platforms, it's important to share brand messaging and personality with the audience. Small-business owners that don't have a lot of money for marketing can still be successful by using social media. Small and large businesses should follow certain tactics.
Showing your personality, core values, and standing up for social issues are important in building brand messaging.
Tools have been put in place to encourage users to stay on their platform.
New methods of monetizing content are one way that the photo sharing service is encouraging users to prioritize. If followers pay a monthly fee for access to exclusive posts, stories, or group chats, creators can create subscription based content.
Small-business owners can use this to incentivize their followers to join with discounts, insider deals, or early access.
It is possible to determine how to increase your content's reach and therefore your sales with the help of analytic tools. She said that a company's goals determine which analytics are the most important.
It's important to understand what each metric does. If you have a high engagement, that means that your content should be shown to a larger audience.
Engagement is dependent on likes and that is not the only number you should pay attention to.
Nonvanity metrics, such as click-through numbers, can be more helpful in explaining the back end of a business, including where sales and customers are coming from. She said that reach is an indicator of the success of your posts in regards to the algorithm.
"Saves show you what type of content is being looked at as a reference point or being saved for later to inform a future purchase decision," said Brulhart.
Knowing what the platform's algorithm is pushing and what your followers are drawn to can be helped by being intentional with analytic research.
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Although TikTok has a lot of users, it's still a good option for businesses. She said that "shoppable tags" allow brands to link a product post to an online store which leads to direct sales."
TikTok is great. It's where the trends begin. Many business owners I work with don't make any money on TikTok.
Users can grow more quickly with TikTok's algorithm. They push their content to a wider or more varied audience. The decision of which app to use depends on the company's goal. The best way to create a marketing strategy is to combine the two.
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