If you’re just beginning to dip your toe into marketing or have a very tight marketing budget, social media often offers the biggest bang for your buck. Social media spending is expected to increase to $17.3 billion by 2019 in the U.S., and there are many ways to optimize your strategy. Here are six tips to improve brand awareness and increase sales by using social media.

1. Write honest, on-brand copy.

   Social media is a great way to humanize your brand and directly engage with your customers in a way that fits your image and syncs with your overall experience. Stay true to your brand. It’s important to be honest, straightforward and approachable. Small and medium-sized companies can especially shine in a social environment because social media offers great connections for more individualized, personal service. Many prospective customers are focused on how your products or services will enrich their lives or provide a solution. Your value proposition should take center stage so that your copy aligns with the needs, wants, pain points, expectations and aversions of your target consumers.

2. Create consistent messaging.

   Digital writing, whether it’s for your website or social media, requires tight, clear, concise copy. Yet, at the same time, you want to answer all potential questions and address any objections so buyers can make an informed decision. Focus more on your customer, and less on your company, and make sure all your messaging is relevant and precise.

3. Share topical content.

   The biggest issue many businesses face when deciding to jump into social media is what to actually write! You don’t want to be overly salesy or too promotional, but you want to generate a good stream of content and engagement that will eventually turn into sales. Share brand-related content that correlates to the season, popular topics in your area or industry, or upcoming events. Talk to your customers as you would talk to your peers and find ways to provide education or provide incentives built around topical content.

4. Use great images.

   Content that contains images is at least twice as effective as text alone. Invest in a wide range of high-quality images, shareable social media graphics and infographics.

5. Make it easy to buy.

   Mobile search has eclipsed desktop search in volume, and nearly a third of online shoppers use social media to browse new items, so it’s key to grow your online sales with well-designed mobile optimization. Also, on all platforms, there are a host of direct buying options, and “buy buttons” in social networks allow for seamless and secure purchases from within social networks themselves.

6. Find and engage with the right audience.

   Social media is a goldmine for listening to and participating in customer conversations, but it has to start with the right consumers. Use data analytics on existing customers to find and target lookalike audiences. Encourage your customers to follow you and share their experiences. Provide fast, honest answers to questions. And monitor all these interactions. Active engagement can increase brand awareness, customer satisfaction, and sales.

 

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