Anyone can create social media accounts. Businesses share information on Facebook, Twitter, Instagram, Pinterest, LinkedIn, etc. But posting photos and comments is just the beginning. There are specific marketing strategies and tactics that will help increase customer engagement and attract new buyers too. 

Here are a few tips for making social media work for your business. 

Choose a platform your audience likes. Different age groups, genders and interest groups prefer certain social media platforms. For example, Instagram is most favoured by people in the 20’s to 40’s age group who like viewing photos and short video clips. Pinterest is popular with women of all ages who like creative topics. LinkedIn is most popular with those in the corporate world. Get to know your audience and have a presence on the channels they are on so that you can build a following and relationship with your ideal customers. 

Share content regularly. Do some research on the recommended number of posts weekly. Google the topic, “How often should I post on Facebook/Twitter/Instagram?”. Each platform is different so you will have to adjust your schedule accordingly. Also, look at what your competitors or similar businesses are doing.  Use that as inspiration for ideas on your own content.  Posting is one part of the process.  

Create interesting and valuable content. Think of what would be interesting to your audience and give them what they like. Break away from the routine of always asking them to buy your product or service, and offer content that is relevant, solves a problem, or provides valuable information.    

Add hashtags to your posts. Hashtags, allow people who haven’t heard of you to find you, based on the hashtag. For example, if you are sharing a vegetarian recipe, add #vegetarianrecipe to your caption. For those who are searching for that topic, your post will be displayed to them and they may choose to follow you for more of the same. 

Engage with your audience. Social media is most effective as a two-way conversation. You’ll build a more loyal following when you ask interesting questions of your audience. Be sure to reply to their comments to show that you care – especially if they have a problem with your product or service. You may even want to feature photos and stories of happy customers. All these actions help to build the “know, like and trust” factor among your existing and potential customers. 

Share a video. Videos are the most highly engaging form of social media content. People love it when you talk to them! It adds a human element to your brand and is more fun than just reading. You can talk about your product or service, and even share some “behind the scenes” footage of your work space.   

Share timely content. Your audience will appreciate a timely holiday greeting. For example, say Happy New Year, Happy Mother’s Day, or even add some quirky ones like “Happy Siblings Day. Tag your sibling.” Social media content doesn’t always have to be about making a sale. Sometimes it’s just for fun, and it makes people associate that happy feeling with your company. 

If you are ready to take the next step, book a meeting with an experienced business advisor at Small Business Centres Ontario – we have 54 offices across Ontario.  Working with a business advisor means you are not alone and that you can get help to build your plan.  Find a location near you 

Want to learn more about social media strategy? Check out our free online course, “Social Media”.