Are you making the most of social media? Here are 7 ideas to get you started

The number of people using social media reached 4.48 billion in July 2021 - that's well over half the global population. People are using a variety of platforms to engage with their communities: the average user uses 6.6 social media platforms every month. 

When harnessed well, social media is one of the most effective marketing channels. As well as giving you and your team a fun and creative outlet, it can help you:

• Communicate your brand values;

• Generate high-quality leads; and, ultimately

• Drive sales.

 But is your business making the most of it? 

 If you're yet to kickstart your social media strategy or haven't refreshed your approach for some time, you've come to the right place. There are many quick, easy and - most importantly - fun ways to make the most of your channels. 

Now's the time to start trying out new things. Social media management can be daunting; social evolves so quickly, and there's always something new around the corner. But as every business owner knows, the best way to learn is to start doing! 

Here are 7 social media tips to get you started:

1. Get to know your audience 

Let's face it: you probably know your brand well enough to its audience, and these are the people who resonate with your products and values the most. If you don't speak to these people, your content will fail to compel, and you lose custom.

Unless your business is the niche kind, it probably has various audience groups. Sit down with a member of your team and brainstorm your target demographics. Think about their age, where they live and work, their aspirations and interests and anything else that could help inform your content.  

2. Tell lots of stories

The most engaging social media posts and marketing campaigns tell stories. The science behind it is simple: when we hear a good story, the neurochemicals cortisol, oxytocin and dopamine work together to keep us hooked until the end. 

 Think about how you can bring storytelling elements into every post you create. For instance, could you position one of your customers as an adventurer on a quest and your sales executive as the "knight in shining armour"? 

According to SUCCESS People Editor Tristan Ahumada, you should aim to include at least three of the following Fs in your content: "feelings, facts and fun."

3. Repurpose content across platforms

One of the best ways to maximise social media is to use it as a vehicle for repurposing content. But be wary: repurposing isn't the same thing as reposting the same content. 

Although it saves time, posting the same content on every one of your platforms isn't practical because every social media platform has its culture and community. You need to edit your content accordingly. 

Take a YouTube video, for instance. You could edit it down for Instagram Stories or TikTok, use it to inform an article on LinkedIn and create sound bites for Twitter. 

4. Make the most of automation tools. 

 It's okay to post directly on your social media platforms. 

After all, some of the most engaging posts are spontaneous ones. However, if you're posting every day on multiple platforms, you might consider using HubSpot (or another tool) to schedule your posts in advance. 

Outsourcing the automation of posts in this way will free up your brain for other tasks. You can set aside a couple of hours on a Friday to schedule your seats for the following week - or even month - so that you can focus on running your business. 

A good automation platform will come with an inbuilt analytics functionality so that you can see engagement and evaluate the success of your posts and campaigns. 

5. Team up with micro-influencers

Many businesses use influencers to promote their products on social media - including SMEs. While celebrity influencers can charge thousands of pounds for a single post, micro-influencers - fewer than 10,000 followers - are often more affordable.

Some influencers have brilliant engagement rates, and they can help you get your brand in front of more people. 

One way to find micro-influencers is to search trending hashtags relevant to your brand, look at which influencers are using them and reach out to them. Always do thorough research before commissioning someone, though.  

6. Start experimenting with video

If you aren't already, now's the time to start using video. 

It might seem daunting, but don't fear: all you need is a smartphone and something to capture. While long-form, more polished videos are great for YouTube, the time has come for short, authentic and fun video content to shine.

TikTok had over 1 billion users in 2021, making it one of the world's most popular social media platforms. At first, it was mainly used by young people to share humorous content. But now marketers are starting to get on board.

If you're thinking of joining TikTok as a business, go for it! It's still not widely used by companies, so embracing it early on could give you a competitive advantage. 

7. Measure your reach

Finally, remember to track the success of your social media efforts using the platforms' inbuilt analytics - or your automation tool's analytics functionality. 

You can also use Google Analytics to see how many people visit your website from social media and go on to convert into paying customers. Google Analytics segments your website traffic into different groups - including "social". 

Go to "Acquisition"> "Channels" in your Google Analytics account and click "Social" to see exactly which social channels drive traffic to your site.

Before you start upcycling your social strategy, connect with us on social media to keep up-to-date with the latest business funding tips, trends and stories!