How to Effectively Promote Your Social Media Channels

In today's smartphone world, where nearly everyone is on social media, your business has to have a presence. However, creating a page on social media and knowing how to promote on various channels are two very different things.

Different social media platforms are popular with various demographics. One segment that stands out is millennials, with 88 percent of them on social media usage. About 78 percent of those between 18 to 30 years of age use Snapchat and 80 percent use Facebook. Instagram is a close third with this age group and growing at a rapid pace.

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Knowing how to promote your social media channels is tricky. You must understand your target audience, industry niche, and the various ins and outs of each channel you're on.

1. Vary Your Messages

The quickest way to lose your audience is to post the same message on every channel you're on instead of targeting it to the platform. Let's imagine that Lon owns a doughnut shop. His target audience is anyone in his area who likes doughnuts. Lon decides to create a presence on Facebook and Instagram to reach a range of ages.

The message Lon posts on Facebook should target his audience there, and the message he posts on Instagram should be geared to a more image-based platform. The messages can be similar but should hone in on each group.

2. Link to Products in Images

If you sell a product, you may want to highlight some ways to use it by posting photos on your social media channels. In the past, sites like Instagram made it hard to add links. Now, with the addition of stories and the ability to link up to hot spots on the images, businesses can make it easy for followers to go directly to the product's page and place an order.

Wayfair does an excellent job of highlighting its products and sharing links to both the item itself and ways to get discounts on them. Take a look at the screenshot above and the display of products in a cute collection. The post talks about a special sale for members and explains how you can join the loyalty program and unlock the deal if you aren't already a member.

3. Post at the Right Time

Each network has ideal times to post so you'll get the most engagement. For example, the best time to post on Instagram is from noon to 1 p.m. on weekdays, but the time zone your customers are in has an impact on when you post as well. Be strategic about when you push out your posts so the most eyes possible see your message.

4. Embed Social Media on Your Website

An engaged customer remains loyal to your brand and returns for reorders. One way to engage your current customers is by embedding your social media activity into your website. Encourage those who like you to follow you on social media.

Customers who already use your products are much more likely to chime in and share what they like about a model or why they appreciate your brand. You're inviting them to participate, and the result is instant and powerful testimonials about your brand.

BRIG embeds its social media activity in the About section of its site. Note how it has created its own hashtag: #brigamerica. It then shares posts on Instagram and Facebook. Not all the posts are by BRIG, but some come from other pages where the profile mentions their brand.

5. Know How Often to Post

Just as important as knowing when and what to post is knowing how often you should post. For example, posting too often on Facebook is seen as intrusive, while people expect multiple posts a day on Twitter. For LinkedIn, the quality of the post matters more than the number.

6. Finish Your Profile

Companies sometimes forget to consider the profile as a valuable marketing tool on social media. Fill out all information on your brand. Add a link to your website, a tagline that describes you and images that highlight your company. Make sure headers and profile pictures are sized correctly for the platform you're on.

At the same time, the profile needs to be instantly recognizable as your brand. Use similar colors from your brand color palette and the same or a similar logo across all channels.

Dave's Coffee does an excellent job of completing its Facebook profile page. Note how it has its address listed as well as a map showing its location. It shares the story of its brand and what makes it unique and even features a video near the top of the page highlighting this.

7. Cross-Promote in Emails

When you send out marketing emails, let your subscribers know about your social media channels. Share what you're up to on different platforms.

Not only does this give your fans a chance to follow you on social media, but it also helps you come up with unique content to share in your newsletter without a lot of extra work on your part.

8. Use a Social Media Calendar

Use a calendar and a scheduling tool, such as Buffer or Hootsuite, and schedule your social media posts ahead of time. Taking the time to think through future campaigns ensures you always have high-quality content for each of your channels. You can still jump in with timely news here and there, but setting up posts ahead of time allows you to schedule and forget, letting your marketing run on autopilot.

9. Ask a Question

If your goal is to engage users on social media, then you must ask an engaging question and wait for responses from your followers. Find a subject that ties into your business. For example, if you own a record store, you might ask a question such as "what band recorded a song with the following lyrics" and then give them a line.

Vary your questions between simple ones like naming your favorite band to more complex ones such as sharing a memory from your first concert. Start a discussion and followers are more likely to remember your brand.

Promoting Social Media Channels

Each social media channel is a bit unique. While all share a few common characteristics, you must spend time on the ones you're on and take the time to get to know the platform and the people who follow you there. Once you understand the ins and outs of what your target audience seeks, it's easier to provide them with content that will turn them from mildly interested browsers into raving, loyal fans.

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Lexie Lu

Lexie is a designer and typography enthusiast. She enjoys writing HTML code and creating new styles guides. In her spare time, she works on her design blog, Design Roast.

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