In order to attract followers and customers, your business needs to gain a reasonable reach. When we talk about reach, we are referring to the potential audience visibility of your posts through your social media marketing efforts. How many people are seeing your content? There are some steps that you can take to maximize your reach, which will ultimately boost your online presence, help your audience find the content they want, and attract potential leads.
1. Share content across platforms, especially high-performing posts.
Your audience is likely spread out across a variety of sources, including your official website, your email audience, and your various social media profiles. If your content is relevant to that audience, share it! Sharing across platforms will not only help increase your reach, but will also keep users engaged with your content from a variety of sources.
Another good tip to keep in mind is to reshare your top performing posts. If your article scores a bunch of hits, tweak it a little and share it again a few months later! The same goes for any video content that has the potential to go viral. Content doesn’t necessarily have to have an expiration date. If your content scores a lot of hits and is still relevant, there is no harm in giving users what they want a second or even a third time.
A good tool that you can use on some platforms like Facebook, Twitter, and YouTube is the pin function. If you have a piece of content that users come to your page searching for frequently, you can pin it to the top of your profile wall so that it’s the first post users see when they visit your page. You can also use this to promote your content in the same fashion. Play around and see what works for your followers!
2. Learn how to maximize your marketing.
Every social media network has something that stands out about their functionality. Make sure you play up the strengths of the social media networks that you choose to invest in. Posting the exact same message across multiple platforms might not be the best practice depending on how each site optimizes their posts.
For example: though you CAN use hashtags on Facebook, it does little to impact your reach on that specific platform. Using hashtags on Twitter or Instagram would be much more effective. Similarly, Instagram makes it all but impossible to share links on their platform. Learning what each platform’s strengths and weaknesses are will help you to take full advantage of their tools and get the most out of your social media marketing strategy.
3. Target the right audience for optimized reach to your ideal users.
A lot of social media platforms are changing their algorithms to mirror Google’s. There is now an element of SEO that is being incorporated into social media - only the most relevant content will appear in user’s newsfeeds.
That’s why it’s important to make sure that you are targeting the right audience. You don’t want to waste your time and resources sharing content with the people outside your target personas. A lot of this will be solved once you’ve identified which platforms to reach your users on, but each one has different tools and nuances that make your job easier and more effective.
For example: Facebook is a pretty popular social media platform for businesses, and it has a targeted organic reach option. You can choose to have your post only show up to targeted demographics, based on things like gender, age, location, language, education level, and so on. Check out this article for a more detailed walkthrough of how to use this feature from Facebook.
And as we discussed in this blog, Twitter is famous for their hashtags. Hashtags also help include your post in loop with other relevant posts under a certain topic.
Spend some time learning about the nuances of each social media platform and how you can optimize your content across the web.
4. Identify when the best time is to post your content.
Most marketers will recommend posting content when your target audience is most likely to be online searching for ideas. The times for most traffic varies with each social media platform, so conduct some research about what works for each site.
There are also some people that would suggest posting during slow hours is the best way to promote your business content. This article suggests that posting during peak hours means that you’re more likely to be drowned out by other marketers! Depending on the optimization of your content and your reach, posting during peak hours might not be ideal after all.
Do some A/B testing to see which times work best for your business. You can always reach out to your followers and ask them, too! Start a conversation with them and ask questions about where they prefer to be reached and when they are more likely to be reached there. This has an added benefit of engaging your users in a conversation, rather than just guessing blindly.
5. Less is more!
The last thing you want to do is spam your users by posting 20 times a day. That’s a great way to get people hitting the “unfollow” button, or worse: “unsubscribe.” Your content should be thoughtful and helpful.
Post frequently enough to stay relevant to your followers, but not so much that you become an annoyance. This will depend on what you want out of your social media presence - some companies post a two or three times a day, while others might not post but a few times a week.
The same goes for picture content. One amazing picture is going to catch more attention than an album of mediocre photos will. And to that end, users tend to prefer professional, high-quality images over stock pictures or shots from a camera phone.
Generally, the rule applies: quality over quantity. Incorporate this into your business plan, and you’ll be on the fast track to success with your social media marketing strategy. If you’re interested in learning more about what your social media campaign can do for your business, be sure to check out our other blogs or give us a like on our social media pages!
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