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WHERE BUSINESSES GO TO GROW

How to Leverage Social Media to Attract Prospective Customers

Are you using your company’s social channels to their full potential?

Most businesses aren’t, and then they wonder why they’re not getting any traction or engagement. Believe it or not, it’s not all just pay-to-play — there’s still a lot you can do to increase your organic reach and grow a following the old-fashioned way, by combining quality content with a few smart tactical moves.

Find Your Ideal Place

Because social accounts are free, it’s tempting to want to be everywhere all at once and attack from all sides. This normally results in mediocre, one-size-fits-all content that is spread too thinly across too many platforms. Be strategic and focused with your energy — is your audience younger, or older?  This might determine whether you lean into TikTok content, or concentrate on Facebook. Is your business visual, i.e. do your products look good in Instagram or Pinterest photos? Or is it more a case where the magic happens when you talk about the services you provide and show a video demonstration on YouTube? Think about where your content would thrive, and don’t be afraid to try a few different options (but give each one a fair chance before giving up on it!).

Show Your Expertise

What’s true on your website is also true on social — if you can establish yourself as an expert or thought leader in your field, that will inspire trust in your growing audience, which in turn will go a long way toward converting them into paying customers. Video tutorials, LinkedIn articles, or Facebook text posts with clarifying photos can all be great ways to help people and show them how well you know your business.

Interact in Relevant Spaces

Facebook has started prompting business pages to comment on rising posts other than their own, especially when there’s some content and audience crossover. There’s a good reason for this — if you make meaningful contributions in busy spaces where people are likely to be interested in your products and services, you increase your company’s visibility as well as demonstrating your value as an expert.

Invite Engagement

Don’t forget the social part of social media! Asking questions, posting polls, or bringing up controversial topics can all be ways to get people talking and get more eyes on your posts. Remember, controversy doesn’t have to be serious or dramatic — even a question about whether or not pineapple belongs on pizza can start a surprisingly lively discussion!

Have Some Fun

If there’s one thing the rise of TikTok has taught us, it’s that even the most prestigious brands can attract an audience by participating in trends where they have some fun and let themselves be a little ridiculous. If there’s any room for some levity in your content, go for it! Never underestimate how much people love to laugh and be entertained, and how much of a personal connection you can make by showing that your business is made up of real people.

Need some help building momentum on social media? Contact us for a free consultation — we’ll look at your current efforts and give you some actionable tips to help you grow your social channels faster than ever before!

COGO Interactive is an award-winning digital marketing agency specializing in online marketing strategy, web design, SEO and social media marketing. We work with clients in Virginia, Maryland, Washington, DC and across the nation.

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