Promoting your business on social media is a delicate balance between sharing valuable content and outright promotion of your services or products. With some pre-planning and a strategy, it can be done, especially if you find unique ways to do so.
A study by the Internet Advertising Bureau found that 90% of consumers will recommend a brand to friends and family after interacting with the brand on social media.
Yet, another study shows that many consumers think brands spend too much time on self-promotion on social media, and that they are more interested in profits than a commitment to their customers. This is where that delicate balance comes in.
Social media takes time, planning and expertise. If you simply post your ads on social media, you won’t attract followers. To leverage social media to promote your company’s offerings, you must truly understand the platform and the audience.
In this article, we are going to discuss how to promote your company’s offering on social media in a way that engages and interests your audience.
Follow the 80/20 Rule
This rule suggests you post 20% of the time about your company’s offering, and 80% of the time you provide valuable content, tips or community-interest items.
Eighty percent of your content should be engaging and personable, while 20% of it can be self-promotion. Some experts say that may even be a little high, and you should aim more in the 90/10 range.
This doesn’t mean you have to stay away from promoting your business 80% of the time, but you need to make sure to do so right alongside your stellar content.
The less self-promotion you do, the more power it has when you actually do it. You can create a loyal social media community by providing them with relevant content.
Use Your Analytics
Not sure what might interest or engage your followers? Look at your data including analytics or insights. Most social media platforms have robust analytics that allow you to see things such as demographics, age, sex, home ownership and much more.
This will help you target your content to the right people.
Plan in Advance
Create a social content calendar. Planning your posting strategy is the best way to conduct your social media activities. You can take advantage of holidays, local events and other niche days related to your company.
Don’t set it and forget it, though. Social media is interactive, and you need to monitor it so you’re quick to respond.
Find Your Social Voice
To avoid being “spammy” or overly self-promoting, find your voice. Decide if it’s playful, humorous, educational, no-nonsense or a mixture of all of the above. You need to be real and conversational. After all, social media is social. Create and continue conversations.
Share Valuable Content
Above all, share valuable content. For example, if your company sells outdoor gear, focus on outdoor adventure videos, great camping places, how-to videos, etc. This is useful for your fans.
You can also subtly incorporate a link to your company’s offerings and invite them to visit your website for more information. You’ve then walked the delicate line between content and promotion.
Additionally, encourage story-telling. Using the outdoor example, ask your followers to share their favorite hiking spots, photos of their last backpacking trip, or some problem they had to deal with in the wilderness. The possibilities for social sharing and story-telling are endless, and you don’t have to be the only one doing the story-telling.
Your first priority while using social media is to build a relationship with your customers and followers. It isn’t selling your product or service. You can weave the two together if you do it subtly and in unique ways.
You are your best asset on social media. Your followers are looking to create a relationship with your company. Personalize yourself on your social media platforms, and you’ll watch your customers’ trust and loyalty for your company grow.
If you’re ready to promote your company’s offering on social media, but you’d like some help, we are here for you. We post content that’s valuable to your followers by researching them and their interests and asking meaningful questions. We take social media posting very seriously as a way to create loyal followers who will think of your business the next time they’re ready to make a purchase.
Learn more about our services and how we can create engaging content that your customers will enjoy and appreciate.
Image: Esther Vargas