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Best Practices for Promoting Your Social Content
  • 18 September 2018
  • Rebecca Delaney

Best Practices for Promoting Your Social Content

According to a recent post by Brandwatch, 81 percent of small and medium sized businesses use social media. It is no surprise that social media is so prevalent, but with so many businesses trying to get their message out in social media, it highlights the importance of making your social content stand out. Start by following these three tips to creating must-follow channels for your community and potential customers.


Don’t always advertise through your social media content

If every post is a blatant advertisement for your business, you will have a hard time keeping people engaged with your company. You want to create a following around your company's brand and story. Do this by posting about you, your employees (with their permission of course), and your industry. Say you own a wine shop and a staff member just returned from a once-in-a-lifetime trip to vineyards in South Africa. Ask her to post a photo on your store's Instagram or Facebook feed from the trip with a line about her favorite wines she tasted. Not only will this social content be interesting to your customers, but it shows them, in an unobtrusive way, that your staff is passionate and educated about the wine they sell. The enthusiasm you and your staff have for your business and your field will come through in these posts, and when you do occasionally post a sale or a straight-out advertisement, customers are less likely to be annoyed.

Show off a little

Highlight your expertise in your social posts by sharing a photo of a problem you helped solve. Show a before and after photo of a garage you whipped into shape and organized or a kitchen you just remodeled. If you are attending a conference or convention, post a photo or some new ideas you gleaned from the speakers to show that you are continually learning and keeping up-to-date in your industry.

Keep your eye on the news and if there is an issue popping up that you can speak to, write a blog post and link to it on your social channels. For example, if you’re a financial planner or an attorney specializing in estate planning, newly passed tax legislation could affect your clients. Or, if you found a thought-provoking article on a subject in your field, share it. Avoid or refrain from sharing opinions on topics that might be polarizing to your target audience or that don’t relate to your business. Topics like politics can get tricky real quick.

Give your customers a reason to follow you

Offer useful content related to your business to your social media followers, such as downloadable checklists, healthy recipes, coupons, or exclusive articles or whitepapers not found on your site. You want to give your social media followers the motivation to keep following you with the hopes that they’ll be compelled to share your page with their friends and family who might also be interested in your business.


Have fun

Social media is an invaluable advertising and marketing tool for small businesses, but it is also just a fun way to connect. Do not lose sight of the creative and light-hearted aspect of these tools. Say it's prom season and your salon is busy helping high school seniors look their best for the big night. Post a series of throw-back photos of you and your staff from their big-hair, puffy dress prom days. To further engage with customers, start a contest and ask followers to share their embarrassing prom photos as well.

Or take a photo of a beautiful view outside your shop's window and share it on Instagram. Posts like these personalize your business, spark curiosity, and help customers feel connected to you and what you offer.

Instagram posts and stories, Facebook posts and tweets – all are a great way to strengthen the relationships you have with customers and prospects. Forge new relationships by humanizing your business, telling your business's story and allowing your personality and passion for your business to shine through.

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