The benefits of social media for business are numerous. Unfortunately, many business owners struggle to use social media as efficiently as possible. Are you using social media to engage your audience, or are you missing out on many of the potential advantages of such engagement? Try these strategies to improve your social media posting habits and make the most of your accounts.
Identify the Right Social Media Channels
Making the most of your social media efforts  starts with identifying the right social media channels for your business. As a small business owner, you likely lack the time to manage social media accounts across countless different channels. Instead, choose the ones that will work most effectively for you. Facebook is still a great choice for almost every business, while Twitter, Instagram, Pinterest, and YouTube can all offer their own unique advantages. Ask yourself:
– Where can your audience be found? That is, what channels are your fans and customers already using on a regular basis? If you work in a B2B environment, perhaps setting up on LinkedIn would be the most appropriate option.
– What channels support the message you want to spread? Twitter, for example, has a strict character limit. YouTube is a perfect platform for sharing longer videos, while snippets of video and still images often do well on Instagram.
– How many social media profiles can you manage effectively? Remember, posting consistency is key in keeping your audience engaged. You don’t want to take on so many new profiles that you can’t keep up with them effectively.
Understand Your Audience
Take a look at the buyer personas you have already created for your business. Who is your audience? What do they want from your business? Equally importantly, how should you talk to them? Your audience may change the tone you use to speak: should your work be formal, or informal? Should you share complicated, industry-specific information, or use a lighter approach, with more general information that is understandable for everyone? The better you understand your audience, the more you can tailor your posts to their specific needs and preferences.
Think Through Your Goals
Before you can engage your audience  on social media, you need to know what you want to accomplish with that engagement. Consider some of these key goals:
– Increasing brand loyalty. As your social media followers interact more consistently with your brand, they become more likely to buy from your brand when they have needs in your industry. You may increase brand loyalty by offering giveaways, playing games, or offering rewards for customers who interact with your business online.
– Boosting visibility. People can’t choose your business if they don’t know anything about it. They may also need to have multiple contacts with your business before they make a buying decision. As you post more information on social media, you help customers learn more about your business–and, as a result, increase the odds that they’ll come and check you out.
– Generating leads and sales. Of course, ultimately, one of your biggest goals for social media is to entice leads and increase sales. You may want to use your social media accounts to highlight specific products, share information about the services you offer, or entice your followers to check out familiar products and services. Free samples of a product or a trial offer of a service can help customers move past that initial hump and encourage them to actually try a product for the first time–and as a result, they may be more likely to use it in the future.
Are you struggling to set up your social media campaign and increase your presence? You’re not alone! With these strategies, however, you can increase brand awareness and improve your brand’s position in the market.