5 Effective Social Media Marketing Techniques Every Company Can Use

Andre Oentoro

As a business owner, you know how important it is to find new and innovative ways to reach your target audience. While emails and phone calls are still relevant, nothing can surpass the power of social media when it comes to interacting with customers in an inviting manner.

It’s no surprise that social media is one of the most powerful tools for reaching your ideal clients and introducing them to your business because it allows you to share updates and engage with individual customers in a public space. Not only does it save you time and money, but boosting your social media marketing strategy can help you reach your ideal customers and make more sales than ever.

You can use many different techniques to leverage social media to your company’s benefit. Let’s take a look at five social media marketing techniques every business can use today to drive sales and expand their brand’s reach.

1. Use social media to show the faces behind your business

Customers like connecting with your company online but, to forge a real connection, you’ll need to get personal. People will want to know who is behind your business, so it’s good to humanize your company, as it will help people feel a stronger connection to your brand.

There are lots of ways you can humanize your business through social media. You could:

  • Post behind-the-scenes content
  • Introduce your team through a series of posts or videos
  • Give customers a glimpse into your business’ backstory
  • Host a live event on social media to showcase your team

Humanizing your business on social media shows your audience that you are talking with them, not at them, and that you value the people who drive your business. Plus, because social media is all about the content, it gives you a way to generate posts that will build trust between you and your followers.

To give you some inspiration, let’s take a look at a company that does a great job of humanizing itself through social media.

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Purple

Purple, an online mattress company, has created a video that tells the backstory of their company that highlights which customers need their product. Narrated by the inventor, the company blends humor and important information about their products to create a shareable video that is perfect for posting across social media channels. Consider bringing your customers into the stock room or giving them a tour of your production facility just like this to build a stronger connection.

The video goes on to highlight various employees who explain their roles at the company and why they stand behind their products. The tone is casual but authoritative, which allows for customers to forge a personal connection to the brand. Not only does this video humanize their company, but it helps the viewer connect with their values and sense of humor.

By seeing who runs your business and how things work, you will generate brand loyalty among your followers. Humanize your brand by putting the people who make your company thrive at the forefront. Introduce them to your customers and create content that allows people to take a peek into your daily operations. Post it on your social media pages and watch the connections come to life.

2. Create posts that will inspire your audience

Social media isn’t just for entertainment — so many people come to be inspired. They might be looking for new recipes, DIY ideas, or a direction to take their business in. This means there is an opportunity for your social media marketing to fulfill those needs.

If you can create social media content that inspires your ideal clients, you’ll grow your following and build a more substantial customer base. The best way to identify how you can encourage your audience is to do a little research.

Take a look at who else your followers interact with on social media. Identify the content that captures their attention, and then create your own. You could also directly ask your audience what content they would like to see through a brief survey or post. Then, post your content at times when your audience members are most active.

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Kasala

This approach to marketing can be seen in various Instagram posts from Kasala, a Seattle-based furniture store. For instance, in one post they have used their Corridor bar as an anchor, but included many seasonal decor items as styling suggestions. This image inspires people looking to decorate their homes for entertaining during the holidays while promoting furniture from their shop.

Content like this will attract new visitors and keep your existing customers coming back for more. You can use a similar marketing strategy to connect with your audience and bring the overall user experience together across your social media networks.

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Kasala

You can get more ideas for delivering great content to your customers by looking at the social media accounts of Dainty Jewells, a modest clothing company that caters to women.

This fashion brand generates content that serves as fashion inspiration for its followers and also reflects the core values of their target audience. For example, the high-quality images posted on their Instagram account help customers envision themselves wearing the clothing and living the happy lifestyles shown in their posts.

You can use this approach to social media marketing by building your social media pages to reflect your brand aesthetic. So, create content that will communicate your company’s core values while giving your followers a reason to purchase from your site.

3. Grab the opportunity to show off some of your best work

Social media is all about giving followers a glimpse into who you are and what you do. Ultimately, brands use their social media profiles to make more sales. So, you’ll want to share regular posts that demonstrate your best work.

Here are some ideas that you can use to create social media posts that prove you’re great at what you do:

  • You could share stats showing the results you’ve gotten from past clients.
  • If your work is entirely visual, such as makeup artistry or graphic design, you could share images of your best work.
  • You could show off positive reviews you’ve received from past customers.
  • Post user-generated images of customers enjoying your products.

Let’s take a look at a company that uses a range of social media posts to build its online brand and show off some of its best work.

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Melissa & Doug

Melissa & Doug, a wooden toy company, does a great job of populating their Facebook feed with positive images and content promoting their toy line. This post shows all of their products that won a Best Toy 2021 award, which allows them to showcase items that reputable media outlets have deemed worthy of their spot in the gift pile. You can also post important information that will appeal to your customer base while showcasing your products.

Melissa & Doug post promotional content once every 8-10 posts on their Facebook feed, which means they offer their followers more than just sales ads. On your social media accounts, highlight your accomplishments and talents with creative content.

You can use this same social media marketing strategy by posting positive customer feedback and images of your products and services in action. Don’t be afraid to brag about your wins to show your followers that you are proud of what your business does, either, because this will help new customers see that they can trust your company to deliver on its promises.

4. Promote your on-site content to drive more traffic

Social media is the perfect tool for sharing blog or knowledge base content published on your website. It allows you to take existing content and recycle it for a potentially new audience.

Sharing relevant and high-quality content is an excellent strategy to boost site traffic and brand awareness. There are lots of benefits to sharing your expert content on your social media accounts. For example:

  • It builds trust with your ideal audience
  • It will help you reach your target customers
  • It should help to drive more quality traffic to your site
  • It will help to show off what you do without being too salesy

To work out what kinds of expert content you should post on your blog and share on social media, you need to know your audience. Choose pieces that will offer relevant and timely information. Shift the focus to your audience rather than on your business, too. So, you could post pieces that will provide solutions to frequently asked questions and concerns your customer service team often hear, for instance.

The trick is to promote your business in a subtle but meaningful way.

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Instant Checkmate

For example, Instant Checkmate, a company that provides a background check tool, has a stellar social media content strategy. They frequently share their blog posts that answer common questions and concerns about why consumers need their services. For example, this post outlines the top five red flags users should look for in their relationships.

Notice how their posts don’t scream for followers to subscribe to their services, but instead offer information that supports why their product is essential. This content will direct followers to their website, boost traffic, and place potential customers right where they need to be.

Always consider your audience’s needs and offer content that will convince them that your product or service is precisely what they need so you can inspire them to take action on social media and close more sales on your site.

5. Publish posts that address audience questions and pain points

Customers want to do business with a company that cares about their experiences. To show your audience you understand their needs and genuinely want to help them, you should regularly publish social media posts that address their questions and pain points.

Your customer service team can help identify common questions, concerns, and pain points they hear from customers. You can also use negative reviews to find out what content would be most helpful to your customers.

Consider publishing videos, blog posts, and infographics that will help your audience. Let’s look at a company that uses social media to educate and engage its customers in this way.

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U-Haul

Truck rental company U-Haul uses its social media accounts to post helpful content for its audience. Since their audience is composed of people looking to move their belongings from location to location, they focus their content on providing helpful moving tips.

Notice how their playlist of YouTube videos addresses common moving issues, like how to safely tow a car and what size truck is needed to move a king-sized bed. These videos are brief but full of essential information.

Notice how U-Haul’s content is seasonal, reflecting various challenges customers may have with their rental truck in the current season. You can take the same approach with your social media strategy by posting relevant content at the correct times to make it more meaningful for your audience.

Summary

As you identify what social media content strategies work best for achieving your company goals, expand your efforts and try creating new types of content. The best thing about social media is that it can be adapted and scaled to fit exactly what your business needs.

No matter the size of your business, your social media marketing strategy is one of your most powerful tools at your disposal. Use social media to connect with your audience, attract new customers, and enhance your sales efforts.

Author bio & headshot:

Aaron Haynes is CEO and co-founder of Loganix. The company is an SEO fulfillment partner for digital marketing agencies and professionals, which provides the services businesses need to improve their online visibility and grow. If you liked this article, check out the Loganix blog, where you’ll find more SEO guides full of expert advice.

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Andre Oentoro is the founder of Breadnbeyond, an award winning explainer video company. He helps businesses increase conversion rates, close more sales, and get positive ROI from explainer videos (in that order).

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