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How to Leverage Social Power to Help Your Business

Coral Drake | March 7, 2024 |

Marketing 101 Featured
How to Leverage Social Power to Help Your Business

Too often, businesses see social networks as a sidebar to their online presence and other marketing campaigns. However, social media is a powerful marketing tool that can effectively pave the way for reinvention and growth. 

Here’s how social power can transform your business from struggling to thriving — more easily than you might expect. 

How to Leverage Social Power to Save a Struggling Business

Embrace a Wide-Angle Approach to Market Discovery

Casting a wide net across platforms lets you uncover new markets and connect with audiences you may otherwise have missed. One of the biggest benefits of using social media is increasing sales. It also enables you to safeguard your brand against the fluxes in trends across social platforms. 

Engaging with a wide audience on multiple platforms helps you build resilience against the rise and fall of social trends, ensuring sustained engagement with your audience. It also lets you zero in on audience demographics you may have otherwise missed. 

This multi-channel strategy reaches potential customers where they are with tailored content that resonates with the distinct audience of each platform, diversifying your online presence and building audience engagement through content tailored to specific audiences. 

Know Your Platforms

In order to build a strong social presence that generates significant leads, you will need to create an extension of your brand that resonates with how users interact with each platform. Use social feeds as your customers do to discover how your potential customers discover, engage with, and respond to content that interests them.

For instance, take Instagram. This channel’s users typically gravitate towards visually compelling content that tells a story or showcases a lifestyle. Leverage this by sharing high-quality images or videos of products in use, or by creating behind-the-scenes content that adds a personal touch. 

Instagram Stories and Reels are great opportunities for engagement, but success in marketing with them depends on thinking about how they’ll be viewed. 

Instagram Stories disappear after 24 hours, making them ideal for sharing timely content, behind-the-scenes glimpses, or fleeting promotions. They allow for interactive elements like polls, quizzes, questions, and swipe-up links that boost direct interaction.

Reels focus more on entertainment, offering a space for creative, engaging short-form videos. They have a longer shelf life than Stories and are discoverable by a broader audience beyond just your followers, thanks to Instagram's Reels tab and Explore page.

Diversify Your Content

Variety not only keeps your audience engaged but also offers insights into what content form resonates most with various target audiences. By experimenting with different content types, you discover the unique blend that speaks to your audience’s preferences and interests.

  1. Visual Content (Photos and Videos): Visuals convey your message quickly and effectively. They are crucial for capturing attention in the fast-scrolling environment of social networks. Showcase your products, share behind-the-scenes glimpses, or tell a brand story. 
  2. Interactive Content (Polls and Quizzes): Interactive content invites a two-way conversation, boosting engagement and building loyalty. 
  3. User-Generated Content (Reviews and Testimonials): Incorporating content created by your audience showcases real-life experiences with your brand, which is a powerful form of social proof of your brand’s value and legitimacy. 
  4. Creative Content (Cartoons and Infographics): Creative elements like cartoons and infographics break the monotony of traditional posts, making complex information more accessible and enjoyable. These are great options for explaining industry trends, data, or product features in an entertaining way. 

Experiment and Optimize with Precision

You don’t have time to learn slowly when your business is struggling, but content diversification can be dangerous without data about what works and what doesn’t. Lean into the power of A/B testing to rapidly fine-tune multiple campaigns at once. 

Altering just one variable for each advertisement—an image, headline, call-to-action, or target demographic—offers valuable insights into what different audiences respond to, so you can create highly targeted campaigns quickly. 

While Facebook (Meta) is a common platform for such testing, the principles of A/B testing can and should be applied across various social media campaigns. Here’s how to implement A/B testing effectively across different social media channels:

    • Visual Content:  Testing different Images, videos, and graphics can reveal what captures your audience's attention best or what works for specific demographics.
    • Content Messaging: Experiment with varying tones (informative vs. casual), message framing (positive vs. negative), and different CTAs. 
    • Audience Segmentation: Testing audience segments based on demographics, interests, or behaviors pinpoints the most responsive groups. 
    • Content Format and Placement: Each platform offers multiple content formats (e.g., stories, posts, tweets) and placement options (e.g., feed, stories, sidebar). Testing these can help identify where your content is most likely to be seen. 

Leverage Social Customer Care

Social customer care is an often-overlooked aspect of content strategy. According to Sprout Social, 94% of business leaders believe that social media has a positive impact on building brand loyalty. Yet too often business leaders don’t proactively develop the relationships that lead to that loyalty. 

Responding to comments, likes, and shares with personalized interactions fosters a sense of community and belonging among your audience. Don’t just invite users to your page. Take the opportunity to connect on a more personal level.

Prompt and thoughtful responses foster a positive online presence and solidify customer loyalty. It is time-consuming—but it’s worth it. This kind of engagement can transform passive followers into loyal advocates.

Encourage your followers to share their stories, opinions, and feedback related to your brand through user-generated content campaigns, polls, or discussion threads. Take time to reply and reshare. 

Fostering genuine connections on social networks requires building a community rooted in trust, transparency, and authentic engagement. It’s not always easy, but doing it right can transform passive followers into active participants and loyal advocates.

Build, Engage, Innovate

Revitalizing your business through social media hinges on building a broad and inclusive outreach, engaging with your audience in meaningful ways, and constantly innovating through experimentation and content diversity. 

It can seem daunting, but by thinking through the customer journey on social media and using intelligent testing, you’ll be amazed at what social power can do for your business. Keep in mind that tying social data to a quality loyalty program is a great way to target your reach.