5 Effective Ways to Boost Your Company’s Social Media Presence
Growing your company’s social media channels from scratch isn’t easy. It takes effort and hard work. If you’re willing to invest the time, these tips can help you grow your following, increase website traffic, build lasting relationships with your target audience and ultimately establish your presence in the market.
The potential return on your social media marketing can help enhance the position of your brand and even increase revenue. It’s worth it for sure, but make sure you have the time and staff to make it happen before you kick things off. Social media isn’t something your company should invest in part-time. If you decide to get involved with social media, you should be fully invested.
Now, let me just step down off of my soapbox for a second. Since you’ve decided to move forward and take the leap into social media, here are some tips to help you go all in and boost your social media presence.
Know your audience
Perhaps the most effective way you can boost your social media presence is to truly understand your audience and post with their interests in mind. If you’re posting content that’s of value to your followers, your chances of building a loyal following that looks forward to reading (and sharing) your posts increases significantly.
Take time to create buyer personas for each of the different personalities in your audience. These personas can then be used to ensure you’re creating content that connects. Here are a few things you should add to each persona.
- Fictional name
- Job title, role and responsibilities
- Demographics (age, education-level, income, etc.)
- Professional challenges and goals
- Personal challenges and goals
- Preferred content types and distribution channels
- Family and social life
- Technology use
The more detailed you get, the more each persona mimics your actual audience. This allows you to more effectively craft content with the right message, the right tone and voice and the right style. Content that connects is content that gets shared.
Inconsistent and infrequent posting can have a really negative impact on your brand. Staying consistent helps your target audience connect more easily with your brand, and it makes your brand more recognizable when people land on one of your pages, even when it’s across different channels.
Start by doing some research up front and putting together a plan that includes the following:
- Message that connects with your target audience
- Channels your audience uses (you don’t have to target all of them)
- Where your focus will be (which channels)
- The optimal amount of posts per day (this varies by channel)
- Times and days where posts perform best (again, it varies by channel)
- Content mix (your content, sales content, outside content…how much of each?)
- Tools and resources (people and tech) available to execute your plan
Your plan should include some additional info, but for the sake of staying on the topic of consistency, the 7 bullets above are critical to make consistency, in particular, happen. Beyond the list above, here’s a great article on the Hootsuite blog that highlights 8 steps to build a social media strategy.
Speaking of Hootsuite, there are a lot of great technology platforms available to simplify the processes of scheduling posts and engaging with your followers. Utilizing technology not only helps you stay consistent, it can also help your social media team with activities like scheduling posts ahead of time, searching for brand mentions, keeping tabs on related conversations and getting involved with your community.
Here are a few great tools I recommend testing out:
- Hootsuite: This is a great tool with both free and paid versions. You can schedule your posts, collaborate with team members, monitor mentions, review analytics and much more.
- Scoop.it: Finding relevant content to post on your social channels can be difficult. A tool like Scoop.it can help make it easy to locate high-quality content that’s in line with what your audience wants to see.
- Quuu: Quuu is another content curation tool, but one additional thing I really like about this is the ability to promote your own content. It comes with a fee, but you can choose a select post (or posts) and promote it (or them). In turn, other Quuu users will be prompted to share the content on their own channels.
- AgoraPulse: Understanding what content is performing best is critical to your social media success. This platform helps simplify that task and allows you to pinpoint which content is working and which isn’t.
Be social and engage
Being successful with social media isn’t about posting and hoping for the best. To be successful and achieve the results you want, your brand needs to be actively engaged. This means listening to what your audience is saying and even getting involved in the conversation.
- Take some time each day to monitor what’s being said about your brand.
- Dig into what posts are being shared, liked and commented on.
- Get involved by replying to posts that mention you or comments on your company’s posts.
Engaging with your audience shows you’re actively listening, and it helps your content reach further.
Find the curation vs. creation sweet spot
Coming up with the amount of content necessary to keep your social media followers engaged can be challenging. That’s just one of the reasons why I (and many of the leading minds on the subject matter) recommend posting around 75% curated content vs. 25% created content.
Think about it this way. Let’s say your company posts 5 times per day on Twitter, 2 times per day on Facebook and 3 times per week on LinkedIn. Coming up with enough content to fill those spaces shouldn’t be too hard if you have a huge team and a sizeable budget, but for most businesses that’s not the case.
Curating your content can help you push out enough content to keep your followers coming back for more, and it can also help in the following ways.
- Shows you’re in touch with latest best practices in your industry
- Helps you connect with and engage thought leaders (aka influencers)
- Makes you appear more informative and less self-promotional
- Adds value for your followers and gives them a reason to return
- Mixes nicely with your created content that drives clicks back to your site
Before you jump headfirst into any of the above activities, make sure you have your team in order. Everyone should understand their role and have what they need setup for success. Then, get your strategy ironed out and make sure everyone is on board.
Once you have that in place and your team is ready to go, you’re all set to start boosting your social media presence and creating positive ROI from your social media marketing efforts!
Anthony serves in the Director of Marketing and Business Development at Granite Creative Group. He is a storyteller, a strategist and eternally a student of marketing. Most recently, he served in leadership roles for a global content marketing agency, a highly regarding institute of higher education, a software company and in the legal world.