How to Grow Your Social Media Audience Faster and Acquire More Reach?
You’ve invested time and resources into your social media presence. How to grow your social media audience faster and acquire more reach? While growing a loyal audience is a challenging task which can take time, there may be errors in your strategy you or your team are not aware of. Fixing these errors may not be an immediate solution, but it will certainly help retain your audience’s attention, obtain further reach on your social media channels and help your business be more professional.
Your social media channels form a part of the over-all online presence of your organisation, which is significant in this digital day and age, and should be a part of your business growth strategy. Read more in our Why and How to Create a Strong Online Presence for Your Business article.
Did you know that Basegreen Academy offers the short e-learning courses you or members of your team may need to further their knowledge and get the skills to promote your business via social media channels? View our social media courses, for example, Facebook for Business, LinkedIn for Business, Twitter for Business or Social Media for Business. Click here to browse through our courses, then click on ‘Browse Courses’ > ‘Business Skills.’
Whether you are a leader of an organisation, a digital marketer, a manager of a team or a member of staff with a similar role relating to social media, you may find this article helpful in identifying and fixing some common mistakes that tend to be made while growing your online presence, and so improve your social media strategy. See our 7 common mistakes made on social media by businesses below.
1. You may be on the wrong social media channel
No business would try to sell heaters in a desert, and the same logic must be applied to choosing the correct social media channel for your business and audience. Consider your target market; who are they? Are you selling B2C or B2B? Which area do they live in, what are their interests, how do they speak and receive messages? Here is a short overview of the most popular social media channels for businesses, which will help you identify where you should be most present:
> Facebook: Being the most popular channel, almost everybody has Facebook. Your business should most likely have a Facebook account – because everyone does, and it’s right for the majority of audiences. Facebook content can be similar to your LinkedIn or Instagram content. Due to it’s high number of users, Facebook is quite flexible with the way you can communicate on it, whether you choose to be very formal or make laid-back personal posts. Choose the option that better suits the nature of your business. Short videos are very popular on Facebook – consider recording something like a ‘Behind the scenes,’ a ‘How to…,’ ‘3 Tips’ or ‘Meet our team.’ You can also post stories or livestream to establish better relationships with your audience, if appropriate. Learn more about posting on Facebook by completing our short e-learning course ‘Facebook for Business’: Click here (‘Browse Courses’ > ‘Business Skills’ > ‘Facebook for Business’).
> LinkedIn: This is a very professional channel, ideal for B2C communication, though you can reach individual professionals as well. LinkedIn is good for social networking. Personal content, such as tips, blogposts and invites to events generally do very well on LinkedIn, as well as videos that will tell your audience more about your business. The key is to generate professional interest. Members of your team with admin rights can invite their connections to like your page – but ensure to only do this if you think that your page will be of genuine interest to them to receive the highest quality following. Learn more about posting on LinkedIn by completing our short e-learning course ‘LinkedIn for Business’: Click here (‘Browse Courses’ > ‘Business Skills’ > ‘LinkedIn for Business’).
> Twitter: The audience on Twitter is most likely to be young professionals and college graduates. The word limit on Twitter is quite short, which means you normally want to post short updates, and ideally incorporate your hashtags within your text to save space. This will work together well as you will also be using the correct hashtags to find the audience that will be interested in your posts. Examples of Tweets you may want to make could again be ‘#Behindthescenes,’ or ‘We would like to congratulate […] on their #achievement…’ Learn more about posting on Twitter by completing our short e-learning course ‘Twitter for Business’: Click here (‘Browse Courses’ > ‘Business Skills’ > ‘Twitter for Business’).
> Instagram: If it’s appropriate to communicate casually in your business, Instagram may be the channel for you. It is a very personal platform. Instagram users tend to only follow content they really enjoy. You therefore have to catch your audience’s attention with very engaging posts, or they may be quick to give you an unfollow. Instagram is not the place to post ads, unless they are PPC ads. There are some exceptions, for example, fashion is a very popular topic on Instagram, so if you are selling the right product, your audience may be interested to see it on your feed. Typically, however, you may want to post engaging graphics with interesting content. If this is not something that’s easy for your organisation, try to be flexible with the content you post. For example, if you are a health-related company, you may post ads and blogposts on Facebook or LinkedIn, but on Instagram you will need to change your strategy. You could, for example, consider posting an image with a heading such as ‘Foods that will help you feel energised’ and include pictures of the foods under the heading. Then write a long description containing further information and tips. We know we said there is no place for ads on Instagram – but one strategy to incorporate ads is to use ‘slides,’ which essentially means that your post will contain multiple pictures. The first will be informative or engaging, as the one mentioned above, but as your audience slides further, you could have an image saying ‘Looking for further guidance to healthy eating? Visit our link in bio.’ Of course, ensure that you do have the relevant link in your bio – see point 3.
Videos are also very popular on Instagram, whether it be short reels or longer IGTV videos. A business in the beauty industry might post short, sped-up make-up tutorials. You can easily incorporate this with Facebook. Don’t forget to post stories, and if appropriate, you can also livestream to your audience and get to know them better.
2. You may not be taking full advantage of hashtags – or you may be using hashtags wrong
Hashtags are an excellent way to reach your audience, if you use them correctly. Don’t just use hashtags for the sake of using them – make them relevant, and that way, reach your target market. You can incorporate hashtags within your #text, or include it underneath your text, where they won’t be immediately obvious. If you require guidance to choosing the correct hashtags, consider using a social media tool. An example of a free social media tool that can help you choose the correct hashtags is Best Hashtags. Simply pick your keyword and choose the hashtags that are right for you. You can pick multiple keywords and combine as suitable.
3. You are not integrating your social media and your other marketing platforms well
Read the following example which explains what we mean by the above statement: A potential customer has come across one of your social media channels. They are interested in your content, and consider purchasing one of your products or services. They look for a link to your website… But it’s not linked to your posts. They check your bio and it’s not there. Your customer sees a similar account in their ‘Suggestions’ tab and loses interest in your business.
The lesson is to always give your audience a ‘point of action.’ After they’re engaged, they must be clear on how to take the next step. Depending on what your post is about, this may be a link at the bottom of your post (above your hashtags), either to a booking form, a landing page, a sign-up form or whatever the objective of your post is. With Twitter and Instagram you may want to take a different approach and direct them to view the link in your bio (especially Instagram, as it doesn’t allow links in post descriptions or comments).
You likewise want to point your existing customers and audience outside of your social media channels to your social media. The reason you want to do this is for customer retention and establishing positive relationships, reminding your audience of your products or services. That way, you always create opportunities for them to come back, as they keep up to date with your organisation.
4. Your branding doesn’t best represent your business
If you are familiar with the 7Ps of Marketing Mix, which encompasses various aspects of your marketing strategy (Product, Place, Price, Physical Evidence, Promotion, People and Process) you may be aware that your branding is a part of the Physical Evidence aspect of your business. If your branding looks outdated, cheap or unprofessional, this gives an overall bad image of your organisation. It’s ideal to have a designated member of staff with proficient knowledge of graphic design and graphic design tools who will be responsible for this area of your business. However, if this is not an option for your business at this moment, consider hiring a freelance graphic designer – at least for the basic such as your logo or social media posts.
5. Your team doesn’t have a clear goal
It may be that your team is not clear on the procedures, objectives and goals of the social media presence of your business. If your team consists of multiple individuals, everybody’s responsibilities should be made clear, and all marketing efforts closely interlinked. Ensuring that your managers and members of your leadership team are well organised, and that they clearly establish roles and responsibilities and allocate tasks, while empathically listening and participating in an open conversation, may well contribute to better team work and development of your workforce. You can read more in our article here. Basegreen Academy offers management qualifications designed for those who wish to develop skills and knowledge in leading their teams effectively and bringing the best out of each individual. See our Level 3 Management Diploma https://www.basegreenacademy.co.uk/copy-of-ps—level-3-diploma-in-management and our Level 5 Diploma in Management and Leadership. We also have short e-learning qualifications available – see here (‘Browse Courses’ > ‘Business Skills’).
You can also deepen the knowledge of your digital marketers or social media managers by investing in further training and developing their skills. As mentioned above, Basegreen offers many short courses in social media, for example, Facebook for Business, LinkedIn for Business, Twitter for Business or Social Media for Business. Click this link to browse through our courses, then click on ‘Browse Courses’ > ‘Business Skills.’
6. Scheduling & planning is ineffective
Before any content gets posted on social media, we should ask ourselves what time our audience is most likely to see it. We recommend for you to do research relating to your own audience, but as a general rule, people are most likely to see your post on weekdays during these times: in the morning just before work (7-8am), during lunch time (11am-1pm) and after work (5pm-6pm). If you post during these times, your post will show up on top of their feed and they are more likely to see it.
How to schedule your social media post post? Many social media channels already have a scheduling tool embedded in them. However, it’s effective to use a third-part software as well, such as Sendible or Hootsuite. You can schedule the same post across multiple channels that work together well (where similar content will be appropriate) or schedule different kinds of posts across all channels.
However, there is more to scheduling and planning than this. You also want to ensure that your social media/digital marketing team is allocating their time well, and planning their campaigns effectively. Would you or your employees like to learn more about planning, giving feedback and setting goals? Read our article about Constructive Feedback, which also goes into detail about setting goals.
It’s important that while your team is working on these goals, they are well-motivated and working as a team. You may also give these articles a read: The 7 Cs of Communication and Other Tips for Interpersonal Skills & The Skills and Characteristics of a Good Manager.
7.You don’t communicate with your audience or try to acquire more reach
Do you share your posts across your platforms or invite your connections/friends to like your page? This can, especially over-time, really help to acquire more following. You may also want to consider joining groups on social media, and let others know about you.
Alternatively, you can also do a PPC campaign with the target of selling a product and/or getting more followers. Social media advertising can be very effective.
Another good way to let people find out about your business and become interested is to do a give-away, if that is something your business can do, and it is realistic that a lot of people who would be in your target market would be interested in the product.
Further, if somebody asks a question on your social media channel via comments or messages, do you reply, and how soon do you do so?
Let’s say somebody comments on your Facebook post. Even if you’ve already contacted the customer in an alternative way (such as Messenger), it’s still a good idea to first give their comment a like and respond something along the lines of ‘Hi […], thank you for your enquiry. We will be in contact with you.’ The reason for this is that every other member of your audience can see that you respond to your customers’ queries and care about their needs. It also lets the customer feel like you’ve acknowledged their query, even if you can’t respond straight away.
Your audience should however always receive their response as soon as possible – within at least 24hs on a weekday.
We hope that this article was helpful to you. If you’d like to read more tips about your online presence and social media, make sure you read our Why and How to Create a Strong Online Presence for Your Business article. This article goes over the fundamentals on digital marketing and why an effective online presence is important, and though traditional marketing still has its place, why online marketing can bring success to your organisation.
Ensure that your staff is skilled in every aspect of social media. View our social media short e-learning courses, for example, Facebook for Business, LinkedIn for Business, Twitter for Business or Social Media for Business. Click this link to browse through our courses, then click on ‘Browse Courses’ > ‘Business Skills.’
Basegreen Academy offers nationally recognised and regulated courses in Professional Services, Health & Social Care, Education & Training, Ambulance Training and First Aid. As we are an organisation that tailors to the unique needs of our customers, we offer a complimentary Organisational Needs Analysis. The goal of this complimentary consultation is to identify the specific development and training requirements of your organisation, and implement an effective learning solution. You can request this on our website or by contacting us:
0114 212 5910