Imagine you’re at a lively marketplace in Botswana. Vibrant stalls, colourful crafts, the enticing aroma of local cuisine wafting through the air, and among them, small business owners hustling to make a mark and catch your attention. Now, picture this scene on a digital scale: the bustling marketplace is now a vast social media explore page where these entrepreneurs are trying to attract their unique audience. It’s not just about selling products; it’s about creating a digital presence that resonates. But, as I discovered through interviews with several small business owners in Botswana, this journey is fraught with challenges and opportunities alike.
The Struggle is Real: Brand Identity vs. Social Media Presence
Out of the businesses interviewed, 60% knew their brand personality inside out. They had a clear sense of identity and could craft complementary collateral. Yet, a common hurdle emerged: positioning themselves effectively on social media. It’s like having a beautifully crafted product but struggling to find the right placement in a stockist to showcase it.
Then there’s WhatsApp – an underdog turned hero for Batswana. A staggering 80% of the businesses identified the need for more focus on using WhatsApp as a B2C marketing tool. It’s not surprising, given that WhatsApp is intensely popular in Botswana. It offers personal engagement and immediate sales, which is gold for small businesses. However, many are still grappling with how to maximise its potential.
The Time Trap: Paralysis Over Proactivity
One recurring theme was the time crunch. Four out of five business owners acknowledged the potential of social media but felt paralysed by the lack of time to engage with it effectively. This often led to a “showing up” surrender rather than truly maximising the platforms for business growth.
Trend Turbulence: The Challenge of Staying Visible on Social Media
Another local entrepreneur highlighted the challenge of keeping up with trends. It’s like being handed the latest fashion but not knowing how to style it. The uncertainty around how much lead time is needed for trends often results in late production and publication, putting them behind the curve.
Platform selection is another tricky area. Despite significant followings on Instagram and Facebook, many businesses find more conversions on WhatsApp but don’t know how to leverage each platform’s strengths for maximum reach & sales conversion’s.
Another layer to this struggle is the organic, unstructured approach to social media. Many founders hope for audience-driven momentum through reposts and word-of-mouth campaigns. This can work, but it’s not a sustainable strategy. There’s a clear need for a more structured approach, backed by research and tailored to specific business goals.
The Path Forward: Tips for Thriving on Social Media
So, how can small businesses in Botswana overcome these challenges and thrive on social media? Here’s a roadmap from our small business to yours:
- Meet Customers Where They Are: Take note of which platforms your customers engage with you the most e.g WhatsApp. Given its popularity and effectiveness in personal engagement, invest time in learning how to use WhatsApp for business. Create broadcast lists, use status updates strategically, and engage directly with customers.
- Prioritise Time Management: Allocate specific time slots for social media tasks. Consistency is key, even if it’s just one well-thought-out post a day, you can even schedule this for free on Facebook to automate the process!
- Leverage User-Generated Content: Encourage customers to share their experiences. This not only builds community but also generates authentic content.
- Stay Informed on Trends: Use tools like Google Trends, social media calendars, and industry news to stay ahead. Plan your content around major trends and local events.
- Measure and Adapt: Use analytics to understand what works and what doesn’t. Don’t shy away from the numbers; they are your friends in crafting better strategies.
- Outsource Wisely: When outsourcing, find partners who resonate with your brand’s vision. Look for passion over profit-driven motives.
In the ever-evolving digital marketplace, small businesses have unique stories and products that deserve to shine. With strategic effort and a bit of creative flair, social media can transform from a daunting task to a powerful tool for growth. Remember, you’re not alone in this journey – we at Hatherleigh Co. are here with you, and we want to see you succeed.