How to Use Social Media to Grow Your Business

Industry Resources
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In a world where digital connection and community are the heartbeat of modern business, mastering the art of social media has become non-negotiable for entrepreneurs and business owners. The dynamic digital world of platforms such as Facebook, Instagram, X/Twitter, and more offers an unprecedented opportunity to not only connect with prospects and current customers but also to build a robust online presence.

Did you know that 86% of people use social media at least once daily? And almost 92% of businesses utilize social media in their marketing campaigns. Not taking advantage of social media is a big mistake for companies. Not only is social media marketing free compared to digital advertisements, but it also can be more appealing to your target audience. Having social media in your toolbox of resources and making it a key player in your marketing strategy will go a long way toward your business’ growth and success.

Whether you’re a startup looking to make a splash, or an established company seeking to enhance your digital footprint, harnessing the full potential of social media to foster growth, engage your audience, and solidify your brand’s position in the online sphere is imperative to success. Here’s how you can use social media to transform your business and make your online presence known.

Create a Strategy

It’s been said that if you fail to plan, then you plan to fail. Having a plan before you start your social media adventure will allow you to create goal-oriented content and strive toward something concrete, rather than randomly posting content that may or may not be promoting the right things in the right way.

First, decide your goals for your social media presence. Are you looking to grow your followers or increase engagement? Are you generating leads or expanding your audience? Define your specific goals for your social media presence, and then make decisions that help move those goals forward.

Next, in your planning phase, you should come up with a social media strategy. This will include choosing your audience, what kind of content they like to see, and what resources you will need to create and post content.

Another big piece of strategizing for social media is choosing what platforms you’ll want your business represented on. Different platforms can hold different audiences, as well as different varieties of content. For example, LinkedIn has a more professional audience and content structure, while TikTok and Instagram have more personal user accounts centered around video content. There are a plethora of social media accounts with different use cases and audiences; find out what social media platform will be best for your business needs. Whatever social media platform you decide to utilize, executing a consistent and brand-specific marketing strategy is imperative to your business presence online and the overall growth you’ll receive from your social media plan.

Be Consistent with Posting

Achieving consistency is a large piece of the social media marketing puzzle. Posting content that is planned and adheres to your marketing strategy and goals is going to have a bigger return than posting every other month or when it’s convenient.

Create a content calendar for the month ahead to intentionally lay out your material. It will be helpful to see when and where you want to post and how each post supports the larger goal at hand. Having a steady plan establishes a consistent brand for your audience. In addition, all social platforms favor active accounts that post on a regular basis. Conceptualizing content ahead of time and utilizing a calendar or schedule each month will ensure you’re staying on top of your social efforts and creating a brand identity and voice for your audience and followers.  

Posting Engaging and Useful Material

While posting consistently is vital to your online presence and business efforts, posting relevant, engaging, and useful content is just as important. Just because you may post weekly or even daily doesn’t guarantee that your target audience, or the social platforms themselves, will appreciate your content. Your content, or the media in which you post to social media, should always be curated toward your audience and have a purpose. Ensure your posts are relevant to your goal, and post engaging content that calls for your followers to like, share, comment, or engage with your posts.

Engaging posts can include captions that encourage your audience to answer a question in the comments related to your business, or giveaways and contests. Social media content should always be palatable for your audience. Thus, paired with a nice visual, graphic, or an engaging and appealing caption with a call-to-action at the end will leave your audience not only interacting with your posts but wanting to see more.

Stay Up-To-Date On Trends

In the rapidly evolving world of social media, staying ahead of the curve is paramount for businesses aiming to harness the full potential of these platforms. Utilizing social media to grow your business involves more than just sporadic posting; it requires an awareness of current social trends and a deep understanding of platform algorithms. Social media trends are constantly shifting, influenced by changes in audience behavior, culture, and the introduction of new features. By staying up to date on these trends, businesses can tailor their content to effectively resonate with their target audience.

Additionally, the algorithms governing platform visibility and content distribution are in a continual state of refinement. Platforms like Facebook, Instagram, and X/Twitter regularly update their algorithms, impacting the visibility of posts and the effectiveness of marketing strategies. Staying informed about these algorithm changes is crucial for optimizing your content strategy and ensuring your business remains visible to your audience. In this dynamic digital world, adaptability and a proactive approach to staying informed about trends and algorithms will undoubtedly contribute to the success of your social media endeavors.

Collaborate with Other Businesses and Influencers on Social

Integrating influencers and fostering collaborations with other businesses is a strategic move that can significantly elevate your social media strategy, inject fresh perspectives, and expand your reach in the digital world. Influencers, with their dedicated followers and niche expertise, bring a level of authenticity and personalization as well as trust to your brand that traditional paid targeted advertising often struggles to achieve. Their endorsement can be a powerful catalyst for increasing brand awareness, driving engagement, and even boosting sales. Simultaneously, forming partnerships with other businesses creates a mutually beneficial ecosystem. By aligning with those that share a similar target audience or complementary service to your own brand, you tap into a pool of potential customers who are already inclined to be interested in your business.

Co-branded content, joint campaigns, or collaborative events can captivate a broader audience and establish your brand as part of a community rather than just a standalone business. The environment created through influencer collaborations and business partnerships go beyond immediate metrics, but rather foster long-term relationships and establish your brand as a dynamic player. Embracing these collaborative strategies is not just about expanding your reach; it’s about creating a meaningful connection with your audience and weaving your business into the fabric of the online community.

Measure your Social Media Progress

Effectively measuring and analyzing social media metrics is the compass that helps businesses navigate the dynamic online presence, providing valuable insights into the success of their digital strategies. One of the primary metrics to watch is engagement—likes, shares, comments, and click-through rates. A high engagement rate indicates that your content is resonating with your audience. Tracking follower growth offers a gauge of your social media reach and brand awareness. However, the quality of your followers is just as crucial; a growing, engaged community is more valuable than a certain number.

Diving into audience demographics and interests sheds light on who your content is reaching, helping tailor future strategies to align with your target market. Be sure to measure how your content is performing often so you can make informed decisions on your impending content creation as well as overall marketing strategies.

Invest in Social Media Platform Ads

Social media advertising is a pivotal element in any comprehensive digital marketing strategy, offering businesses a targeted and measurable way to reach their audience. Social media ads uniquely amplify brand visibility, drive traffic, and generate leads in a highly competitive online landscape. Platforms like Facebook, Instagram, and LinkedIn offer ad-targeting tools that enable businesses to aim their advertisements to specific demographics, interests, and behaviors. This level of targeting ensures that your message reaches the right audience, maximizing the impact of your advertising budget. You can specifically target new and past customers on social media through targeted campaigns.

Organic social media traffic can take weeks to build and gain momentum. Investing in social media ads will allow you to quickly build your traffic, reach, and engagement on each social platform.

Use Social Media to Grow Your Business

Overall, investing in your social media presence and doubling down on a social media strategy for your business is sure to bring you success and a great return on investment by reaching new audiences as well as establishing your brand in the digital world.

LCS uses social media to share company updates, and what it’s like to work at our company, fun events, and more. If you want to see how we utilize social media for our business, follow us on Instagram, Facebook, or LinkedIn.