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Community Blog / If No One Sees It, No One Shares it: A #SocialMedia Pitfall

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Increasing inbound traffic and search engine rankings through content marketing is routine to most businesses, but there is always room for improvement. In the constantly changing social media world, businesses need to make sure every new piece of content attracts attention and improves engagement. Here are some techniques to enhance content visibility and hopefully attract more customers to your brand. 

Maximize Your Visibility: Basic Tools and Strategies 

Social media management tools (such as HootSuite and TweepBeep) help you limit the time spent delivering content and maximize your productivity in other areas. Instead of overwhelming your audience by delivering lots of information all at once, why not focus on key issues one at a time? Use content scheduling apps to regularly publish content at your convenience. This way you can target the appropriate social channel and engage with the right people.

Adding social share buttons to your website or blog is another easy way to enhance engagement in the long run. Many businesses still fail to use them, but placing a few share buttons after each piece of fresh content automatically helps to spread your content further. 

Your Google Plus and Facebook content help to boost SEO and improve brand visibility, but you can make it even easier for your audience to engage. To encourage comments, add commenting plugins for both social platforms to your website or blog. This is also a great way to learn more about your target audience and how they respond to different types of content. 

Contests are still a popular and effective way to maximize brand exposure on social media channels. As well as boosting brand visibility, contests help generate quality leads for your business. Just remember to promote your contests on all your social media platforms to maximize your impact.




Maximize Your Visibility: Taking It Further 

Social media tools will get you so far, but to really take your content to the next level you need to understand what makes your audience tick. What does your audience really care about apart from the obvious subjects? Find out the key subject areas related to your primary products and services. For example, if you sell sports clothing, your content can cover health issues, travel destinations, weather information, manufacturing reports, human stories, and instructional material. Your content scope is only limited by your imagination. The more you educate and entertain, the more likely your content will be shared. Facebook Graph Search is a powerful tool for discovering these topics of broader interest.

Social Media Content Marketing Strategies 

If you want to stand out from the crowd on Facebook, try publishing full-size images to attract more attention. Show behind-the-scenes photographs of your business and pictures of staff to show the more human side of your organization and boost credibility. Optimize images with a catchy title and a keyword-relevant description. To make sure your images are included in Graph Search results, remember to answer the question of where the picture was taken.

Facebook - as well as nearly every other social network – now uses hashtags. Try to use only one or two hashtags per post and target your ideal customers with more specific terms. Also, when posting links to new content, include a teaser snippet of content to improve click-through rates.

When you’re posting a link on Twitter, the headline is often the first thing new prospects will see regarding your company. For this reason, it needs to be catchy enough to make people want to find out more. To encourage clicks, spend time crafting a unique title that supports your brand’s personality and marketing goals. 

With Google Plus you can use a lot of the strategies you use on Facebook and Twitter. Images, links, and hashtags can all be optimized to extend the reach of your brand. There are also formatting options that many businesses don’t even know about. Add an asterisk at the beginning and end of a word to make it appear bold. The same technique used with an underscore actually italicizes words. Little things like this can give you the edge over your competitors. 



The Bottom Line 

In the world of social media, making small alterations to the format and content of your posts can affect engagement dramatically. Using some of these techniques alongside analytics tools can really make a difference to your social media campaigns. The better you understand your target audience, the more you can optimize your content on each social media platform to suit each specific audience. Discover what inspires and excites your target audience and you can tailor each new piece of content to each channel. With analytics software, you can even find out the best times to publish new content. Social media campaigns are still one of the most powerful ways to increase the visibility of your brand. Use it wisely and you will reap the rewards.




Posted by Bernadette Coleman
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