4 Ways to Use Social Media for Digital Growth

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Social media is more than millennials and hashtags; it’s a valuable way to propel your company’s digital growth. We recently covered four ways to use SEO for your company’s digital growth, so now it’s time to examine how to use social media for the same purpose. When done well, SEO and social media are blended into a cohesive strategy that will help your company rise to the top. To grow on social media, you need a few key pieces that come down to content and consistency.

How Do You Get Started?

Here’s how.

Step Number 1: Prioritize Great Imagery

Social media is visual, which means it’s time to commit to great imagery on your profiles. This is essential if you’re selling a product, because you want to entice users to buy. Lifestyle images like a recipe on a table scape or a hand holding your product in the right setting can help users envision what life with your product would be like.

You’re not exempt if you’re selling services. Use high quality stock imagery and infographics to share how your service works, the benefits, and answers to FAQs.

Share these on your social profiles, making sure to size appropriately. A Pinterest graphic looks very different from Instagram, so while it will take more time, it will give your brand a perfectly polished look.

Step Number 2: Use Inbound Marketing Techniques with Consistent Content Creation

Consistent content creation is the best thing to happen to inbound marketing since, well, ever. Inbound marketing depends on content to bring visitors to your website, but people will only click on the Facebook post or tweet if it’s recent and intriguing. Use your FAQs and industry updates for fresh and appealing content.

An essential for consistent content is knowing how much you can handle. If you small business or startup can create (or hire an agency to create) two videos and four blog posts per month, that’s great! But if your limit is one email newsletter and two blog posts, that’s perfectly fine as well. Make sure these are planned and scheduled at least a month in advance so you can stay on track.


Step Number 3: Implement a Paid Media Budget

Paid media is one of the best things to happen to small business marketing. Instead of investing in print or radio advertising with limited tracking, paid media on Facebook, Instagram, Twitter, and Pinterest can supplement an existing content strategy to reach more potential customers.

Your paid media budget doesn’t need to be large, but it does need to be consistent. Like unpaid posts, ad momentum is seen best when campaigns are run consistently over time. From top of the funnel ads building brand awareness to lead ads directed at people who have visited your website, use your budget to reach strategic audiences.

Step Number 4: Be an Optimistic Realist

Growing your company’s online presence through social media is a long-term solution. Depending on how active your current social media presence is, you’ll likely experience an initial bump in performance, then it will level out and grow slowly over time.

Focus on great content, post regularly, and use paid media to help grow awareness and move customers through your marketing funnel. Over time, you’ll begin to see new customers converted into brand advocates, and your social media presence will be one to envy.

Make sure you’re measuring results monthly so you can pivot as necessary.

As Cathy McPhillips, VP of Marketing at the Content Marketing Institute, describes, measuring your growth is more than gathering numbers. “It’s not enough to just collect data and add it to a spreadsheet. You need to analyze the data so you understand where the opportunities for improvement lie — and what the best path may be for achieving those improvements.”

Focusing on your company’s digital growth online is complex, but by breaking social media into its key components you can achieve your goals. Focus on quality imagery, take advantage of inbound marketing techniques, and implement a paid media budget to see the growth you’re looking for. And ultimately, we need to be optimistic realists who realize that success can come, it’s just going to take some time.

Looking for a team that’s equal parts data-driven and creative-focused? We’re here to back you up. Give us a call at (415) 640-8009 to learn how we can help you reach your goals.


By Marc Apple

Marc Apple is recognized as a leader in the marketing industry and has 20+ years of experience helping businesses of all sizes improve their digital marketing. He specializes in website design, SEO, social media, and paid search programs. He is a frequent contributor to other marketing websites and speaks regularly about marketing to small business owners and startups. To learn about Marc and to contact him, visit his author bio page.


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