It’s no secret that more and more businesses are using social media to help promote their services and secure more customers. Platforms such as Facebook, Twitter, Instagram and LinkedIn are some of the most efficient ways to generate a following for your business and turn that following into sales. The question remains though, how do you get people to engage with you on social media in the first place? 
 
We understand how difficult it can be producing content in a way which promotes your business but also isn’t ad after ad after ad. And when you upload a social media post that doesn’t receive any kind of engagement, it can often feel like a dead-end. We also appreciate how hitting enough of these dead ends will make you question your business and wonder, “how do so many other companies have so much to talk about?” We’re happy to report you’re not alone. This feeling is totally normal and you will actually have a lot more to talk about than you think, so read on to discover how exactly you can create great content to market your business on social media. 

1. Understand your audience 

This tip is one that is repeated time and time again but for good reason. Even before the internet was used as a marketing tool, stepping into the shoes of your audience was a crucial part of promotion. Before even putting pen to page and writing about potential topics, stop for a moment and imagine you are a prospective customer that has no idea about your business’s products or services. 
 
Now, as that customer, what would make you want to engage with your business on social media? No one is on Twitter or Facebook hoping to see a list of adverts - they are seeking out engaging, entertaining, informative content, and will only follow accounts that provide it. Yes, there will be room for sales pitches, this is important when it comes to converting these follows into sales, but keep the pitch at the back of your mind for the time being. 
 
As the publisher of your channel, it is your responsibility to engage with your audience and produce content that they will find useful. Don’t bore your followers as they will simply scroll past your post, or even worse, unfollow you! Consider what people are going to gain from engaging with you and keep that at the forefront of your mind when coming up with topics. 

2. Choose your topics 

Selecting the right topics to talk about on social media will vary from business to business. Still, that doesn’t mean that this needs to be a tricky process. Keeping in mind what you established about your target audience, make a note of 6-10 different topics that are related to your business. For example, here at it’seeze, we are a web design company so our topics would likely revolve around web design, SEO, blogging, Google Analytics, copywriting and paid advertising. 
 
Once you have those topics, pick subtopics that relate to them. For example, if we were focusing on the web design element, we may write a post about choosing the perfect colours for your website. If we were doing SEO, we would write about how to research and incorporate keywords into your website. Or if we were doing paid advertising, we could discuss the pros and cons of advertising on the internet vs. physical adverts. The list goes on. 

3. Produce and distribute your content 

Once you have your ideas, it’s time to come up with posts for them. These could be blog posts or simple posts on social media; however, blogging is a more effective method as you have more space to write. How you go about writing again comes down to what kind of business you run. Here at it’seeze, we take the work we do very seriously; however, when customers contact us, we will be discussing all aspects of their business and we want them to feel comfortable whilst doing that. As such, the tone of our posts is informative yet casual. 
 
If your company deals with something such as security, insurance, or financial technology, you may wish to adopt a tone which is much more formal and matter of fact. On the other hand, if you are working on something which revolves around entertainment or comedy, you will want to have posts that are relaxed. Set a two-week timetable for your subtopics and post something each day. You may want to build up a catalogue of posts before publishing your first one to ensure that you can meet this daily quota. Posts should not only be engaging but consistent. 
 
Also, don’t be afraid to post on social media with the intention of interaction as opposed to conversion. By putting questions to your followers and asking for a response, you are opening a dialogue, and although it may not drive people to your website or have them click on your products straight away; it does make you more visible, as the more people interact with your profile, the more people will see it and discover your business. 

Conclusion 

Having a strong presence on social media is an incredibly effective way to draw people to your website and generate more business; however, the process of constantly creating and uploading engaging content can be a daunting one. Simply keep your customer at the centre of your mind and write content that you think they will find interesting and be willing to engage with, and your social media strategy is sure to be a success. 
 
Don’t forget to check out our social media channels to see these tactics in action – you can find us on Facebook, Twitter, Instagram, and LinkedIn. And of course, if you’re looking for a bespoke yet affordable website to direct all your new social media followers to, you can always get in touch with our friendly team to find out more about how we can help. 
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