Leveraging Social Media for Business Growth

Written by Nick Stamoulis

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Social media is a part of almost everyone’s daily life. As a business, you know that your target audience is spending time each day on at least one, but probably more, social media platform. You want to be where your target audience is. Here’s what you need to know about leveraging social media for the growth and success of your business:

Relevant Platforms

The most important part of leveraging social media for your business is to know which platforms your target audience is spending time on. Those are the networks that you want to be active on. This ensures that the users who are most likely to be interested in your brands, products, and services will see your posts, click on links, visit your website, and make purchases. Every platform varies slightly, so you don’t want to waste time creating video-only content if your target audience is more interested in reading well-written content. This isn’t to say creating videos should never be done, but you need to understand your target audience as well as the platform and what type of content gets views, likes, and shares.

Optimizing Content

As mentioned, it’s not only the right platforms that you choose, but the right content to post. Content should always be high-quality. You are competing with brands who are vying for the same target audience and you need to stand out. Whether you are creating text-based content, videos, infographics, ebooks, or podcasts, they should be your best work. Including relevant images is a good way to capture the eye of social media users.

Content is the heart of your digital marketing strategy, so knowing what your audience wants is crucial for deciding what to post on social media. It’s not just what you post, but when. Timing can make a huge difference to whether your posts are seen by your target audience or not. If you’re posting fresh content early in the morning, but your target audience is most active in the afternoon, chances are they won’t see it. Remember that social media feeds are constantly being filled with new content to get people’s attention.

Connect with People

Social media is meant to connect people. It’s not enough to post about your industry, brand, and products and services. You want to connect with your audience. It’s important to prioritize responding to their questions, comments, and feedback, whether it be positive or negative. Showing your audience and potential customers that you can handle criticism in a way that offers solutions and shows you care will impress them and make them want to do business with you.

If you post, but never interact with people who follow you and engage with your posts, they will get the impression that you don’t care, which can end up negatively affecting your business and conversions. If your competition is engaged with your mutual audience, they will gravitate toward them and give them their business. A small gesture such as thanking someone for following your brand or sharing a post can improve brand loyalty.

Find a Balance

When it comes to your business, you want to promote it, but you don’t want to overdo it. Consumers don’t want to be bombarded with products and services non-stop. It’s important to create and post content that is helpful to them on a day-to-day basis. This type of content can come in the form of tutorials, infographics, webinars, podcasts, videos, and even ebooks.

You can offer polls to see what your audience wants from you and create content around those ideas. Running contests can also get your audience interested and engaged with your social media and brand. Posting reviews of your products and services is also helpful for consumers, as many people use them when deciding whether to make purchases.

By leveraging social media, you help to set your business up for success.


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