Every day, the average social media user is inundated with a ton of posts. Most of these might be from friends and people she follows; the others are from brands vying for her attention. Considering each link posted to social media enjoys a half-life of around three hours, brands must search constantly for novel ways to promote their posts to keep them relevant for longer.
Although social media is a great platform to tell your brand story (which is the best way to market your brand, as humans love stories and can relate strongly with them), many brands have really not figured out how. Social media still is a great native distribution channel, and if we can master its complexities, we can generate more attention for our content. We want to maximize the reach of our content through more clickthroughs, likes, and shares. This will help us gain an edge over our competitors.
Here are a few tips to keep you ahead of the social media marketing curve.
1. Using Open Graph Tags on Facebook
Google uses the schema markup to understand how web content is organized—this is how it shows results. Rich snippets of recipes, ratings, and events are examples of how Google understands the schema markup of web content and displays results accordingly.
Similarly, Facebook has its own specialized tool called Open Graph Protocol, which shows content in a highly structured way. If you can master this protocol, you can increase the engagement of your Facebook posts and also enhance the way in which they are distributed.
2. Create Different Posts for Different Channels
Every social media channel has its own unique way of presenting content and, thus, has its own loyal audience who like to consume content in that fashion. Users will appreciate that you have taken the time and effort to adapt your content according to the demands of that particular platform.
On Facebook, for example, you will be better served if you post content that is informative and entertaining—something that is instantly shareable. Create attention-grabbing headlines and content that will form an emotional connection with your audience.
LinkedIn has a professional audience. Your content should be crafted so as to add value to their professional lives.
Twitter is known for its witty, trending updates. Share content that is catchy, interesting, and curiosity-inspiring.
Instagram is a visually-led platform that thrives on stunning photos. Can you create great visuals of any part of your content? If so, do it, and post it on Instagram.
3. Add Call to Action Buttons
Create posts in such a way that your CTA button is prominently displayed, enticing readers to take action. It could be as inane as “Learn More,” taking the reader to your blog post, or a more ambitious “Subscribe Now.”
Readers are more likely to click on these buttons, and their success can be tracked through UTM parameters. If you see good traffic coming through from that post, promote it more to get more traction.
4. Ask Your Sources to Share the Posts
You have likely written a great piece of content that mentions someone or quotes someone. Once you post it, send an email to the source, telling them that you have posted this content that mentions them and asking them to share it with their audience.
A simple tweet will also do.
Does the person you mentioned in your post have a substantial following? Sharing your post with their audience is a great way to promote your work.
5. Get Your People Involved
Social media isn’t necessarily the sole domain and responsibility of the marketing department. Every employee is capable of contributing to your social media accounts. Employees from different departments are experts in their field and can bring a unique perspective and depth of knowledge to your social media content. It also imparts a feeling of importance and team effort when employees are allowed to share content on the company’s social media accounts.
Customers will appreciate when brands post well-researched and interesting content. It can be difficult to produce quality content consistently—involving employees with different expertise will make your job much easier. Such high-quality posts are bound to get good traction and drive user engagement.
This also makes promoting new posts easier. If employees are involved in social communication, they can be encouraged to share the posts with their own personal networks. This can get your posts substantial traction.
6. Use Industry-Specific Hashtags
One of my previous posts on this blog talks about ways you can find relevant hashtags for your business. Using hashtags that are specific for your industry in your posts is a great way to promote them.
The travel, tourism, and hospitality industry, for example, uses a host of different hashtags like #travel and location-specific hashtags, like #”country” (#spain, for instance), #”city”, #”airport”, etc. There are also popular chats hosted by different people that discuss specific topics. On certain days of the week, travelers post themed content. For example, #BeachThursday attracts beach-themed pictures and videos of beaches.
It was my quest on one such Thursday afternoon that I stumbled upon Playa del Carmen. Their hashtag-perfect post was what led me to this relatively under-the-radar beach, where I had the holiday of a lifetime snorkeling with turtles and cenotes, exploring ancient Mayan ruins, and watching the Caribbean sunset.
7. Ask Questions in Your LinkedIn Post Titles
To get traction out of a LinkedIn post, convert your post title into a question. The aim is to stimulate conversation, and what better way than to ask a question and let readers share their thoughts on it.
If you keep on participating in the conversation actively, you can keep your post at the top of your feed and keep on promoting it for as long as you want. This strategy can be used on any platform, not just LinkedIn. An intelligent question is too much to resist, and more often than not, it will induce a conversation.
Social media has overwhelmed the very fabric of our daily existence. With the average lifespan of social media posts decreasing by the day, it is imperative for brands to find novel ways to get attention for their posts. What works for one brand might not work for the other, and it is only through strategic trial and error that you find how to promote your social media posts better.
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