Whether you have a SaaS business, sell tech online or sell in a showroom, a strong social media presence will only grow your business.
To make social media work for you, you don’t have to be a digital wizard. You just need a structured approach to growing your social media presence on the right platform, quality content, and a few online tools to help you.
While there are a ton of creative social media marketing strategies out there, let’s focus on the fundamentals.
Here are the 4 steps to effectively promoting your business on social media:
- Choose a platform
- Design engaging content
- Automate social media posts
- Test, grow, repeat
Promoting your business on social media is definitely a great opportunity to build your brand. And there are plenty of benefits to having a strong brand, which is something to keep in mind as you start marketing on social media.
But before we jump ahead, let’s choose a platform to focus on.
1. Choose a platform
There are quite a few social media platforms for you to choose from, each with its own advantages. Choosing the right one depends on your business and your target audience.
A social media audiences study by Revive provides a breakdown of the demographics of each social media platform. The study looks at general trends and statistics that help inform your decision on which platform to use.
Consider your own audience, who your products and services appeal to, and then refer to the study to see where you can get started.
Facebook’s Audience Insights feature is also a great tool for identifying and connecting with your target audience.
With a number of options, including interests, you can narrow down who your potential audience may be. Facebook provides information regarding its existing users, but it also provides insights on non-users too.
Lastly, consider what you’re good at and the industry you’re in. One social media platform may be more suitable for you than another. This matters, since a content strategy for Instagram will differ compared to one for Facebook or Pinterest.
Once you’ve chosen a platform, you’ll need to start designing content for it.
2. Design engaging content
‘Design’ can be an intimidating word. But today, anyone can create captivating visual content with the right tools, templates and inspiration. Plenty of businesses use simple designs to establish their brands and engage their audiences.
Keep things simple. Start with an online design tool that lets you easily design a variety of content (social media posts, ad campaign images, cover photos, banners and more).
To make sure your content is actually impactful, here are 4 different approaches to make your content engaging:
- Use contrasting colors
- Include CTAs
- Share user-generated-content
- Repurpose evergreen content into infographics
Use contrasting colors
Contrast lets your key message stand out and makes for eye-catching content. Below is an example of a typical Convince and Convert tweet, a combination of an attractive stock photo and branded caption:
Convince and Convert applies its logo and brand colors to its image captions in order to create something memorable and unique.
Without a clear CTA (call-to-action), your audience won’t know what you want them to do, or how to continue interacting with your brand.
Oculus’ tweet below is a great example of a simple post with a clear CTA.
Looking for some new gems on the Oculus Store? Check out these recent additions from @arvoreimmersive, @pixelripped, @BoomdashDigital, @EvilDeadGame, and more // https://t.co/HmjibsmrTp pic.twitter.com/y5W66evVa0
— Oculus (@oculus) August 6, 2018
The Oculus CTA is pretty simple, but encourages a meaningful next step. With every CTA you present, you encourage you target audience to spend more time on your sites, which increases the chances of converting them into customers.
Share user-generated content
Social proof goes a long way in converting your audience into clients and customers. Best of all, user-generated content (UGC) is authentic and you don’t have to create it.
Tech brands like Zero Zero Robotics make use of UGC to validate their actual customers’ experiences. The hashtag #hovercameraofficial helps them curate the UGC they need.
People trust other people over businesses when it comes to making purchases. Consider your users and the type of UGC you could leverage for your social media content strategy.
Repurpose evergreen content into infographics
Infographics are still some of the most-shared, engaging forms of online content today. A collaborative study by OkDork and Buzzsumo found that infographics average more shares than even videos.
If you have great content that already performs well as a blog post or slide deck, create an infographic outline with it. Then design your infographic by choosing the right infographic template.
These are just 4 effective content ideas. But when it comes down to posting content over the coming months, set up a clear process for how your content gets posted, the type of content you’re posting, the frequency of your posts, and so on.
3. Automate social media posting
The last thing you want to do is manually post all your content. You have plenty of things to do, and finding the perfect image, dreaming up the right caption, brainstorming on the best hashtags each and everyday is not how you want to spend your time.
Tools like Hootsuite, Buffer and CoSchedule are great for automating your social media posts, but also engaging your audience over social media.
By scheduling content ahead of time, you ensure consistent activity on your page and manage to build your brand while still being able to focus on other tasks.
4. Test, Grow, Repeat
As you begin posting, you’ll see what kinds of content gain the most traction. Double down on the content that’s performing best, drop the content that’s failing, and continue to introduce new forms of content. This will help you understand what your target audience wants to see, keeping your content relevant and engaging.
An interesting feature is Facebook’s Dynamic Ads, which helps you determine an effective content formula. The tool lets you test a combination of visuals, messages and calls-to-action simultaneously to see what works best.
With these 4 steps, you’re off to a great start at promoting your business on social media. As you try out different things, feel free to share your experiences about marketing your business on social media.