14. How to Promote Using Social Media
Having explained different methods of advertising on social media, including both, paid and free, methods, let us see how to approach the promotion activity on social networks. Promotion on social networks is one of the main motives for companies being present on social networks, so we will see the ways you can leverage your social media presence into profitable activity.
What you promote
Each social media activity should start with a plan. A planned activity will allow you to measure the results in order to analyze the effect of the promotion. In addition, when you plan what to promote on social media, you will have in mind the overall activity of your company, company’s goals, as well as company’s resources that can be used in the purpose of promotion.
Promotion of content is an activity of publishing and promoting content using social media accounts. The type of content may vary, as you might be promoting blog articles, videos, e-books, infographics, images, etc. In any of these cases, promotion of content can help you with several things:
Drive traffic to your website and blogs – Sharing content on social networks is usually accompanied by a link that points to the original place where the content is published, which might be your website or blog. You can provide a short preview of the content, by sharing a couple of lines from the article, or one of the images from the gallery. If the social media users want to access the full content, they will have to click on the link provided in the status update. In this way, social media activity has a positive influence on the website traffic.
Increase engagement – Promoting quality content can also help with increasing engagement, as social media users are more likely to become engaged if they see valuable and interesting content. Users are encouraged to like, share or comment, while you increase the visibility of your account on social media by having a high level of engagement.
Build trust – Building trust among your followers and increasing loyalty is an important goal of social media marketing, and posting quality content can help you with this goal. If your promote content that is of high quality and reliable, users will start to trust you and you will create a respected authority on social networks. This will have a positive influence on your long-term goals of your social media marketing.
Promote product or service
Besides content, social media is a perfect platform for promoting the products or services your company provides. However, you have to be very careful with this kind of promotion, as it might seem too promotional and profit oriented. While with promoting content, you provide value to the users, and create trust, promoting products or services, you expect users to buy. Using this type of promotion you are trying to persuade your social followers to buy from you. This is the reason why you must not be too aggressive and persistent with promotion of products. You also need to be subtle when promoting.