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Ten years ago, social media was not seen as a medium by which to conduct business. Utilized mostly by students and friends for communicating with one another, the monetary value of leveraging content on social media was yet to be fully harnessed.

Today, these platforms are used, in many cases, as the primary means by which to communicate the benefits of one’s product or service. However, it takes more than a simple “Check out our Facebook page!” to drive success in content and social marketing. Photos, videos, blogs, and your business’s website all play a role reminding your customers why they should do business with you.

Consider the following four factors when building out or refining your business’s content and social media marketing strategy:

Know Your Audience

Do you want to target a general audience or a specific group of people with your content? Determine first who you primarily want to reach. This includes, but is not limited to, the industry type, interests, and even ages of your audience members. Channels like Facebook and Twitter allow you boost your posts as advertisements that extend your visibility beyond an organic (non-advertised) post. They enable you to select who you want to reach with your advertised message. This is important in generating interest and end user sales leads for what you offer.

Communicate Your Product

Identify what content will be the most relevant to your customers. Consider what will get their attention and prompt them to learn more. Do photos and video communicate your message the most appropriately for what you offer? Does a social post link to a helpful article on your blog engage your audience more? In many cases, both of these methods are effective informing the public and potential customers about why they should choose you as their solutions provider.

User Engagement

Standing out from your competition is crucial in this area. Think about how to differentiate yourself from similar businesses and the content they post. Not only do you want to engage your customers with at least a couple of posts each day, but consider which social channels to leverage in doing so. Facebook, Twitter, Instagram, and blogs are just some ways by which you can post photos, videos, and application stories about your products.

Tie It All Together

• Is there uniformity and consistency in your business’s online presence? If not, you may lose potential customers to confusion and uncertainty about your business. Consistency in your brand personality provides a more memorable, positive experience for users.
• Incorporate links to your website or blog in the content you post to social media. This will call your customers to action in finding what they’re looking for more quickly.
• Last, but furthest from least, make sure your business is easy to contact. While you may have success in driving customers to your product webpage or blog, they can get lost in the ether if you do not make your contact information readily obvious.

Our industry continues to evolve, along with technological advancement. It is essential to stay in the know of best practices in conducting content and social media marketing for your organization. Given the growth in technology in the last decade, the next ten years will undoubtedly provide new opportunities for ways to leverage technology to grow your business.