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  • 12 November 2015
  • Elvis Michael

How To Leverage Social Media Content for Your Business

Social media platforms offer tremendous value to businesses of all sizes. By employing a set of properly executed content marketing strategies, Facebook, YouTube, Twitter, LinkedIn, and more can help you promote your products and services and drastically increase your sales. The following ideas will help you effectively reach a wider audience, analyze what makes them respond, and otherwise fine-tune your social media efforts for increased exposure and success.

  1. Be everywhere
    To maximize your business's potential, it’s wise to establish a presence on several social media platforms at once. And while these platforms sometimes appeal to and are composed of the same demographic groups, each has a unique interface and presents content in a different way. Pinterest users, for example, enjoy visual content more than traditional text-based updates. So in addition to Facebook and Twitter, maintain open channels on this and other platforms that have unique content formats. This strategy will help ensure that you are speaking to the broadest range of clients, prospects and potential customers.    

  2. Emphasize visual contentbl_20151112_leverage-social-media.jpg
    Studies show that overall social media engagement  increases exponentially when you share images and other forms of multimedia. For instance, posting an image-based update on LinkedIn generates up to 98 percent more comments, while photos on Facebook generate over 50 percent more likes.

    If your business does not primarily rely on visual content, you’ll need to find creative
    ways to generate compelling images and videos. A good example would be a business-related fact or quote presented on a visually interesting background. You can also use free tools like Windows Movie Maker to convert text-heavy information and Power Point presentations to slideshows and video formats.

  3. Embrace paid advertising
    While reaching your audience organically is preferred, setting aside an advertising budget for social media could be well worth it. Most social networks, including Facebook, YouTube, and Twitter, allow paid advertising and offer promotional options for small businesses. Paid advertising gives you a larger set of options to find and market towards your target demographic. These options targeted ads to audiences filtered by age, gender, interests, education, career, geographical location, and more.

    If you can’t afford a large advertising budget, start with a small amount on a daily, weekly, or monthly basis and modify based on your customer engagement levels.

  4. Don’t focus on sales alone
    Growing sales and increasing revenue is the ultimate goal of most businesses. Oftentimes, this is better accomplished by offering general, valuable assistance as opposed to hard selling.

    For example, post well written content with useful tips and techniques for using existing products, along with other advice and information that new and potential customers can use without having to spend. After a generous number of general updates, feel free to promote a limited discount on a particular product or service. (The precise execution of this strategy will vary, but striking a good balance between general communication and promotion is crucial when leveraging social media.)

  5. Test, analyze, and tweak
    Your audience comes in all shapes and sizes, but there are often certain tendencies they have in common. Examine your social interaction with them closely. What times of day are they most responsive? Was your last update as well-received as the previous ones? What kinds of posts generate the most “likes”, shares and “thumbs up”? These are just a few of the questions you should be asking and using to adjust your promotional strategies.

Everything matters when speaking to customers and prospects, including your communication on social media. Establishing a presence on the appropriate platforms is an important step in increasing your engagement and promoting your products and services on social media is a tried-and-true way to establish good relationships with established customers and gain new ones in the process.

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