Almost every business now uses social media in some capacity. But just because “everybody is doing it” certainly doesn’t mean that everybody is doing it well.
It’s important to understand the value of a strong social strategy. A well-developed, well-planned, and well-executed social strategy can tie together all of your other marketing and advertising efforts.
Using social media in your advertising can both give new life and bring new traffic to your website. You don’t need to include a link to your website in every single social post, but be sure that link is included in the “bio” section of every social media platform your businesses utilize. (And every once in a while, a shameless plug asking followers to check out your website is okay.)
Make sure you are balancing your regular content, while also using boosted or sponsored social advertising to catch people who have drifted away from your page or wouldn’t see it otherwise. Doing so can gain an audience you haven’t previously reached or haven’t given enough frequency to with other media.
It’s important to reach your audience with the things they want to see that are also relevant to your business. It doesn’t hurt to throw in catchy or attention-getting content here and there, but your focus should be on your business and what it can provide to your customers. Serve as a thought leader in your industry by providing your followers and visitors with quality content that positions you as an expert.
For example, if you are a landscaping company, create a post about the flora that grow best in your region. If you are a beauty salon, post weekly tips about hair care. Providing this information is more likely to grow your follower base than simply posting biographical or overly technical information about your company.
And while that follower growth is important, the quality of your followers is still more important than the quantity. It’s better to have an audience that’s interested in your brand, than to have a large audience that is inactive or unengaged with your posts.
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