Social media can be a veritable gold mine for businesses small and large. Unlike traditional marketing outlets which only allow for one way communication – a brand communicating to their audience – social media allows businesses and brands the opportunity to engage with their audience in a two-way dialogue.
Just because social media is there, however, doesn’t mean that businesses and brands are really utilizing social media to its full potential.
Here are three ways to make the most of your social media platforms.
Maintaining a social media presence takes time and every platform reaches a very specific demographic. In addition, each platform is designed to showcase a different format, so not all social media campaigns work equally well across all platforms. If you have a wide target demographic, you will need to tailor different campaigns for different platforms. If you have a more narrow demographic, you will most likely get the most bang for your buck in time and marketing dollars by focusing on one or two specific platforms that cater most closely to your target audience.
Like the old saying goes “out of sight, out of mind.” Perhaps one of the most critical aspects of making the most of social media is to maintain an active presence. You will get far more mileage from social media if you post every day rather than only when you have a sale or special event. Posting your own original content is always optimal, but even simply passing on content from other sources keeps you in front of your audience. If you don’t have time to post every day, there are automated services you can use to line up a string of posts all at once that will go live at a designated time.
The great thing about social media is that it allows you to have a two-way conversation with your audience. This doesn’t do you a lot of good, however, if you aren’t taking advantage of it. At least once a week you should set aside time to answer questions or respond to posts on your social media platforms.
Use social media to drive traffic to your Website
As critical as social media is, its primary function will always be to drive traffic to your website. The reason for this is that traffic to your website affects search engine rankings and the higher you rank in search engines, the more likely people are going to be to land on your business when they go searching for the product or service you offer. While posting content culled from other sources on social media is great, ultimately, you will be better served by posting the content on your own website and then posting a link to it on social media. Again, creating your own unique content is optimal, but the next best thing is to use “borrowed” content to drive traffic to your website.
Put some money into boosting
One of the best features that social media offers is the ability to get your marketing in front of viewers that don’t currently know about your product or service. While getting your loyal clients, customer and consumers to like and share your content is critical, it’s also not enough. For just a few dollars, most social media platforms will be able to place your campaigns in front of a specifically targeted audience of your choosing. You can narrow down your preferences to a specific geographical location, age, gender, race or even towards people that have specific tastes and interests.