Implementing the following strategies should lead to an optimal social media presence, sustained growth, and a more engaged audience.
Whether you’re selling products or services or are in any way active on social media, you’re probably doing it for one reason: to increase your reach, engagement, and, ultimately, get more conversions. But with so many other businesses competing for your target audience’s attention, finding the right voice that will resonate among the others instead of being drowned out feels daunting, to say the least. In this article, we’ll cover ways you can counteract that to increase your brand visibility.
Many brands find out the hard way that building an online presence organically is more challenging than expected. From the outside looking in, it might feel like it’s just about posting more or less regularly, and that alone will lead to natural growth sooner rather than later.
Unfortunately, things aren’t as easy as that, and brand that dive head-first into various social media platforms without a plan or idea for course-correction often experience frustration when the results they want never arrive. The fact of the matter is that the algorithms favor content that drives engagement, and engagement is… a fickle mistress.
Another problem often relates to a lack of content adaptation to each platform’s unique features. It should be a staple in any company’s branding strategy, as these nuances are what can make or break your presence on a given site.
Assuming you’ve already set up your social media profiles, the next step will be to optimize them for growth. Here are some key strategies to implement and elevate your social media game.
Consistency is key for building a recognizable brand across all the platforms you’re active on. Ensure your branding and visuals are aligned where they need to be, i.e. profile picture, cover images and bios.
Additionally, make sure your profiles are complete and remain up-to-date at all times. Ignoring these seemingly small things can be the downfall for many, as customers don’t like to engage with brands who don’t take care of their presentation.
It makes sense to want to repurpose content—the time and effort saved are the primary draws. However, customizing your posts according to each platform’s specifics is what gets you an in with the algorithms. Instagram is extremely visual, while Facebook or LinkedIn allows for much more room in terms of written content, links, or hashtags.
Timing is everything. When you post matters just as much as what you post. By posting when your audience is most active, you increase the likelihood of them seeing and interacting with your content. Find out the best times to post on Facebook for your target audience, then do the same for LinkedIn, Instagram, Pinterest, TikTok—you get the idea. To do that, use the in-platform tools for activity monitoring and data analytics to find out when exactly your audience is the most active and go from there.
Just like SEO for websites, social media platforms rely on keywords and hashtags for discoverability. Conduct research to identify what the most relevant keywords are for your pages and use them strategically throughout your bios, posts, and hashtags.
A silent brand is a dead brand, and posting regularly is only one part of the game. The other—responding to comments and messages to promptly maintain engagement—is equally important. You can also utilize social media management tools to consolidate all interactions in one place, making it easier to respond across platforms.
Growth is rarely linear, and the key to sustained success is adapting based on what works. Use analytics tools provided by social media platforms to monitor engagement, impressions, and conversions. If a specific type of post consistently performs well, adjust your strategy to replicate that success. Conversely, be willing to pivot if certain approaches underperform.
Remember that consistency in branding, smart scheduling, and active engagement will help elevate your brand’s identity, but none of these will happen on their own. You always have to put in the work if you want to remain visible in such a competitive space as social media marketing.
