Are you looking to improve your company’s social media reach? Organic reach is on the decline for a number of reasons, but it mostly has to do with social media platforms wanting to keep users engaged. If the algorithms show any and all content without regards to what users want, they won’t be very engaged, will they?
To ensure that the best content is shown to users, the social media algorithms strategically post content to small pools of people. If the content does well, it is shown to a larger pool of people. The tricky part is that you don’t know what content social media users and platforms find engaging. Do they want long, informative posts? Do they prefer images and links?
To ensure that you are doing your part in expanding your company’s social media reach, we’ve included some of our favorite social media tips below. Most of these tips help with organic reach, though you still need to balance this with paid reach for the best results.
Be active on the right channels
There are a lot of social networks out there, but you don’t need to be on all of them. Focus on the channels where your audience is most likely to be like Instagram or LinkedIn. To determine where your customers spend their time, ask them! You can send out a survey or an email asking them which social media platform they use most.
Doing a bit of research should also prove helpful, such as by researching your competitors. If your competitors aren’t on a particular channel, you probably don’t need to be there either. The most popular social networks to check out are (we recommend choosing 2-3):
Target the right users
This is one of the most important things you can do – target the right audience. Most social media platforms have robust targeting tools that allow you to show your content to a highly select audience. On Facebook, some of the targeting options include gender, relationship, status, age and location. On Twitter, you can use these same targeting options and apply hashtags to categorize your posts.
Interact with your followers
Social media is a two-way street. To expand your reach, you need to be actively engaged on social media (another reason why we only recommend 2-3 channels). If you take time to like and share other people’s posts, respond to feedback and engage with followers, you will build a great reputation. Plus, being active shows that you are listening, which makes people more likely to connect with you on social media.
Optimize your social media profiles
Your social media content needs to be optimized just as your web content does. This helps both the users and the algorithms understand what your page is about. Choose an easy to remember username, a recognizable brand photo and a trackable link back to your website. Also include keyword-rich descriptions so that your page shows up in related searches.
Improve quality, not quantity
Posting more on social media is not the answer to getting your company more visibility. In fact, it can hurt your relationships with followers. Instead, aim for high quality content that offers value to your followers. High quality social media posts are well-written, contain an original or edited stock photo and geared toward a specific audience.
Post evergreen content
The purpose for posting evergreen content is so that it doesn’t go expired in a short amount of time. Think about common problems that you can solve in your industry so that readers will find your content useful. Educational information and funny stories also work well and won’t grow stale or boring. You can, of course, update the content with new facts, statistics, images and social posts.
Show your human side
Social media is a great tool because it lets you to show your brand in a unique light. Your social profiles are alive and constantly updated with information about your brand. Don’t come off as a bore – show off your brand’s personality! Make jokes, talk to people in a personable manner and relate to people over shared interests. Last time we checked, no one likes Mondays. #MondayMotivation.
It can be disappointing when the followers are slow to come, but put your relationships first. Relationships take time to build, but once you have a few loyal followers, it will be easier to get more. People enjoy being included in things, and if they see that other people are loving your stuff, they will be more interested, too.
Maximizing your company’s social media reach may feel like a challenge most days, but remember your purpose for having a presence: to connect with customers, increase brand awareness and boost leads. Instead of focusing on the number of followers you have, focus on creating high quality content that is optimized and engaging. Eventually, things will click!