• Brittney Poels


Updated: May 5

Running social media channels can be a handful, especially if you’re a small company. There’s lots of possible content to post and loads of conversations you can have, but how do you develop a focused approach that gets results on lean resources? Learn how to grow your brand or business and increase your sales by adopting a few of these techniques.

1. What social media platform will you use?

There are myriads of social media platforms available, but only a few, or maybe even only one, will be suitable for your business. Your first consideration should be where your target audience is. Focus on the platform where they spend the most time. There’s a lot of info out there about which platforms work for which audiences. For example, image-driven Millennials tend to lean towards Instagram. If you’re a B2B business on the other hand, you should definitely have a presence on LinkedIn.

For more consumer-centric audiences, there’s no doubt that Facebook and Instagram are the most common platforms. But don’t stop your consideration there. Twitter is great if you want to be involved in newsy, real-time conversations. Don’t forget about Pinterest, Tumblr, TikTok, Twitch, and more...

2. Video content

Introducing videos to your platform can give an enormous boost. People pay much more attention to motion than to static images. Also, a video can include much more information about your product.

Make sure to add text to the video because about 85% of social media users watch without sound (Digiday, 2016). Make sure you’re up to speed about different video formats on your preferred platform. On Instagram, for example, there are a few categories for videos-- reels, posts, stories and IGTV (Instagram TV). Each platform has different possibilities that can work for your brand.

3. Involve your entire team

If your company has more than one employee, get them involved! Consumers love to know who works behind the scenes, and it’s a great way to get employees excited about your brand. Your team members can also be a great source of content ideas. Customer service representatives, for example, often know a lot more about what people need to see to complete transactions on your website or app.

4. Use hashtags

No matter what social media platform you end up using, you need to use hashtags. It is crucial. Hashtags open conversation beyond your immediate reach, connecting your topic to everyone that is using that word in their searches. Or, you can get involved when a topic is trending because of the hashtags (this is called newsjacking and can be a very effective way to boost your post views).

5. Focus on quality over quality

Having a lot of content is great, but not if it’s inconsistent. Your social media posts need to be cohesive across the platform you’re using and with your other web assets (such as website, apps, emails).

6. Prepare and schedule

Fail to prepare and prepare to fail. Think in advance about the topics, pictures and videos that you want to post. This tactic will eliminate low quality posts and also help you manage your time in producing them. Creative that has a calendar behind it is also more likely to be consistent.

7. Check out the competition

It is an old trick to see what the competition is up to. Do not copy what they are doing, but, if you’re just starting out, you may find ideas about awareness days and key events that are important to your sector.

8. Be consistent

This tip is so important—let’s say it again. iStay consistent. Social media is not a one-post miracle, but something that builds over time. Posting at regular times and with cohesive creative will help you interact with current customers and attract new ones. Your brand will seem more trustworthy if a customer sees consistent and recent posts.

Now it’s time to bring all these tips together and start creating your own social media content. Happy creating!

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