You’ve spent hours creating content but you’re not sure how to make sure the right people see it. Does this sound familiar? Lots of businesses struggle with this. You see keywords and good quality content aren’t enough, you need invest time and effort into using social media to promote your content on a regular basis.
That’s how you’ll get your content in front of your target market, that’s how you’ll build your audience and that’s how you’ll make your content work for you converting followers to paying customers.
So how can you use social media to promote your content? Here are 12 things I think you should do with every piece of content.
# 1: Complete your social media profile
This is so easy to do, but you may be surprised how many brands ignore their social media profile. My advice to you? Once you’ve identified your primary social media channel, make use of your profile in a clever way. The good thing about social media profiles is that they’re flexible. You can change them at any time to meet the needs of the product or service you’re promoting and you can instantly change the link to direct followers and viewers to the piece of content you want them to see.
# 2 Use a mixture of posts
Ask questions, create polls, share statistics, post quotes. These are just a few different types of content you can post to generate engagement via your platforms. Vary them as much as possible at different times of the day so your followers don’t get bored.
# 3: Promote your key social media channels EVERYWHERE
Here’s the thing. In order to promote your content using social media, people need to know what channels you’re actually on so they can follow you. To make it easy for people, you need to make sure the links are EVERYWHERE. On your email footer, business cards, website, cross promotion on other channels, listed on your memberships. Share the links as often and in as many different places as you can. The links need to be easy to access and consistent across your entire brand, so don’t promote Facebook on some materials then Twitter on others. Pick a primary platform and stick to it, then you’ll start building your following.
# 4: Embrace visuals
Using high quality imagery is a very easy win to get your posts and your brand noticed. You need to use images that will make social media users (i.e. your target audiences) stop scrolling and pay attention to you. You can use image libraries, your own photos, or you can even create your own branded imagery using free design tools like canva.com. However you choose to use imagery, it needs to be high quality and reflect you as a brand – your values, your messaging and how you want to be perceived. If you need help finding images to use on your social media, read my blog 4 free stock image libraries that will make your brand look amazing.
# 5: Leverage online communities
Are you a member of any Facebook groups? Maybe you’re part of an Instagram pod or take part in Twitter chats? If you are then you need to leverage them as much as possible. Get involved at the right time, listen to what other users are saying, reply and interact then post your content using the hashtags. The only slightly more cautious advice I’d give you here is to avoid the hard sell. You don’t want to be perceived as the person in the group who constantly self promotes. Remember the 80 / 20 rule (offer value 80% of the time and openly sell the remaining 20%).
# 6: ‘Pay to play’ advertising
If you’re promoting a specific product or service, why not pay to advertise your associated content in a targeted way so you’ll be seen by the right people, at the right time. Facebook and Instagram offer targeted advertising to help you do this in a way that’s not invasive and is highly effective.
# 7: Tailor your posts to your platform
This is very important – both of terms of sticking to differing rules of each social media channel and making sure you engage with your audiences in the right way on each platform. Twitter, for example, brought in a new policy earlier this year to penalise any users who consistently repeat tweets from one or multiple profiles and Instagram often show less favour to people who use social media scheduling tools to post on their channel. To maximise the reach and credibility of your posts, you need to have a good understanding of the rules of the platforms you have chosen to use.
# 8: Maximise your use of hashtags
Everyone loves a hashtag, but how often are they actually used? I personally look at hashtags every day to see what people are saying about various topics, from TV and celebrity gossip to current affairs and online trends. The key to using hashtags to promote your content is to make sure you use them wisely. You can create your own or find the most used hashtags relating to your field and include them in your post. Also you need to be conscious of ettiequte across different platforms for using hashtags. For example, Instagram allows you to use up to 30 and that’s acceptable, but you would never do that on Twitter (you should use a maximum of 3 per tweet) as it will look like spam. Whatever social media channel you use to promote your content, make sure you know the rules and penalties around the use of hashtags so you don’t fall foul of them.
# 9: Take part in awareness days
If there’s one thing I’d like you to takeaway from this blog, it’s this – you need to make note of every single awareness day throughout the year that is relevant to your brand. Why? Because it will help you reach new audiences, use social media to promote your knowledge, products and services, but most importantly, it will help you become known for getting involved in conversations online. These days there are awareness days for absolutely everything – food, housing, technology, health, wellbeing, … even cats and dogs. Find the dates of awareness days that are most relevant to your brand and target market and seize the opportunity to either start or get involved in conversations relating to the subject matter.
# 10: Host competitions and giveaways
These are not only easy to create and manage, but they’re also highly likely to result in spikes in terms of engagement. The key is to link the completion and giveaway to a product, service that you use to create content a regular basis. These are obviously very easy to do when related to products, but for services I would suggest offering you – maybe 15 to 30 minutes of your time one-on-one via video, exclusive access to one of your webinars or special access to a freebie you’ve created that is yet to be released.
# 11: Collaborate
Who are key influencers in your industry? Is there any way you can collaborate with them to create a freebie, make guest appearances on each other’s platforms (podcast, video or blog) or even host a social media takeover for a day on one of your channels? All of these things will add to your business credibility, help you build your following and allow you to promote your content.
# 12: Utilise video
Here are the stats. Over 8 billion videos are watched on Facebook each day and very soon 80% of all content that is shared online will be video. If that doesn’t demonstrate to you the importance of video on social media then I’m not sure anything will. Video is HUGE on social media right now, especially live video. If you want to learn more about how live video can work on your social media read my blog, 4 benefits of live video for business.
So that’s it. 12 effective ways to use social media to promote your content. Comment if you’ve followed my advice and let me know how they’ve worked for you.
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Do you need help using social media to promote your content? Get in touch with me for help. Call 07941694702 or email firstname.lastname@example.org