Many companies think of social media as a magical marketing cure-all—but just having a social media presence isn’t enough to boost your business’s revenue.
While social media is a powerful tool for growing your business, the success or failure of your social campaigns will depend on the way you use social to spread your brand’s message. If you’re looking to see a real return on your social media efforts, you’ll need some careful planning and the right social strategy in place.
That’s why we’ve put together this quick guide to help you bring in more business through social media. These three proven steps can help you build a social media presence that fosters greater awareness and grows your business.
Step 1. Building awareness
When it comes to social media, the old adage is true: Content is king.
But it isn’t just any kind of content that will boost your brand recognition and help you bring in more leads. If you really want your social media feed to build awareness in the marketplace, you need to be posting content that’s useful and relevant to your audience.
Many companies make the mistake of posting mostly about themselves—they post about recent projects, they celebrate their accomplishments and awards, and they advertise internal news like new hires and promotions. None of these are bad things to post about, and shedding some light on your company culture isn’t a terrible use of your time. But if you’re only ever posting about your own company’s achievements, you start to sound like the worst kind of dinner date (it’s all “me, me, me”).
Instead, consider using your social media feed to post content your ideal customers or clients could really benefit from. This could look like:
- Blogs or whitepapers sharing your expertise on an issue in your industry
- FAQs pages answering common questions your ideal clients often have
- Infographics with simple tips for people seeking your services
Because this content is useful to your audience, it fosters more engagement than a “here’s what we did this week” post. It’s also a great way to build trust by demonstrating your expertise to your audience.
Step 2. Distribution
Great content serves as the cornerstone of a great social media strategy—but that content won’t do your company any good if nobody sees it. That’s why you’ll also need to take the next step: finding effective ways to distribute your content.
Most businesses already have a corporate page they post to, but if that’s the only way your content is getting shared, you’re severely limiting the reach of your social posts. People don’t log in to Facebook or LinkedIn just to scroll through your company feed, and the ideal clients you want to bring in probably won’t be following your account yet.
That’s where the power of social media sharing comes into play. If even one employee or business partner shares your post, you’ve now extended its reach to all of their friends and followers as well. And if you can get a dozen—or even a hundred—people to share? The audience your content can reach is now exponentially larger.
Traditionally, the biggest stumbling block to this strategy is that it’s hard to get your whole team to share your content. After all, your employees are already busy doing their jobs, and they may not have the time or patience to manually share posts every day.
An employee advocacy tool like Clearview Social solves this issue by letting you easily queue scheduled posts, then share them with your whole team via email. All your employees have to do is schedule with a single click, and Clearview will automatically post the shared content from their accounts. Your company saves valuable time while also ensuring consistent sharing of your content.
Step 3: Repetition
Many companies make the mistake of posting only once or twice a month—and while that may seem like a lot to you, it won’t be enough volume to create consistent impressions for your audience.
It’s worth keeping in mind that no one spends all their time on social media, and some might not even check their social media feeds every day. If you’re only posting once a month, a hefty portion of your audience is likely to miss it altogether. But if you’re posting several times a week, you maximize the chances of your content being seen by as many people as possible.
Some companies worry that too many posts will “bother” their followers, but our research and experience have shown that you can post up to 20 times a month before you start to tire out your followers and see diminishing returns. (Again, most people won’t even see every post—but keeping up a high frequency is key to making consistent impressions.)
If 20 posts seems like an awful lot of content to produce, the good news is that you don’t have to write it all yourself. We recommend aiming for at least one piece of original content a week. For the rest of your monthly posts, you can curate useful, industry-specific content from other sources like newspapers, journals, or industry partners.
While your own original content will usually be the most valuable for your business, sharing curated content helps you make a consistent impression while still providing your audience with value.
Pulling it all together: Tracking your progress
So you’ve started producing heaps of great content, regularly posting on social media, and sharing your posts far and wide with the help of the right technology.
The final step is to track all the leads your social media presence is bringing in, so you can understand how well your strategy is working and fine-tune your future social media content. This can sometimes be a challenge since it isn’t always obvious exactly where your leads are coming from, but there are two methods you can use to better track your efforts: lead magnets and feedback forms.
A lead magnet is any piece of content that’s gated and accessible in exchange for the reader’s contact information. They get useful information on topics that apply to them, and you get their email address in exchange. Although it’s usually best to keep at least some of your content ungated, any useful, informative content that applies to your audience’s needs can potentially serve as a lead magnet (white papers, guides, and e-books are all good candidates).
The advantage of gating some of the content you share in your social media posts is that you can easily follow up with those leads via targeted email campaigns—and you can track exactly which piece of content brought that lead to your site.
Of course, you can also simply ask your new customers and clients how they found you. Including a “How did you hear about us?” field on your intake forms or checkout pages helps you track where your leads are coming from. In turn, this can help you decide which kinds of social media efforts are most worth your company’s time.
Maximize your social media presence with Clearview Social
Ready to start making waves on social media? We can help!
Clearview Social is an employee advocacy platform created to help companies in all industries expand the reach of their social media presence. Our platform makes it easy to build a queue of content to be shared, then send your employees a link to share your posts—with only one click.
Once posts are approved, Clearview Social will automatically share the approved content at strategic times of the day when social media traffic is highest, then report back to you with in-depth analytics about your posts and their impact.
Sound too good to be true? Schedule a demo and see for yourself how easy it can be to drive revenue with your social media presence.