Social media marketing is ubiquitous. Whether you are using Facebook, Twitter, Instagram, or any other platforms, social media marketing can be used to drive traffic to your site, boost sales, and grow your audience. However, delivering engaging and relevant content is crucial to success.

Social Media Is Not a Blog

Unless you are running a news site, blog content should be evergreen. That is, content published directly on your site – with exceptions for special announcements – should be able to stand the test of time. By contrast, social media is ephemeral. A post to Twitter, Facebook, or Instagram should capture the attention of your audience. In a way, social media marketing gives businesses more freedom to capitalize of “of the moment” moods and events to resonate with people and generate interest.

Limited Attention and Limited Time

Social media is a fast-paced arena, so for businesses to compete, they need to capture their audiences in a short period of time, because other organizations are similarly vying for attention. Leveraging video, memes, infographics, and more can easily draw in an audience to drive clicks, traffic, and conversions. Carefully targeted demographics can similarly position your business directly in front of the audience you want. There is also a way to “capture the moment” that businesses are just starting to leverage in their marketing campaigns: Stories.

Instagram and Facebook Stories are posts that only last for 24 hours. Stories open the doors for businesses to capitalize on FOMO moments and leverage news, current events, and trends to connect with users and drive sales. Then, after 24 hours pass, those posts no longer feature in the news feed, which creates a sense of urgency for potential and returning customers to take advantage of the offers presented.

Understanding Engaging and Relevant Content

For content to be relevant and engaging, businesses need to look deeper than the meme du jour or dropping a 30-second video into a social media post. Businesses need to understand who is looking at their content and why. If you understand your audience, you can formulate a strategy to create relevant content that will quickly gain traction and will be shared by your audience. In a way, relevant and engaging social media marketing is self-perpetuating, because your audience will like and share your posts with their friends, thus expanding your reach. Remember, every good social media marketing strategy starts with understanding your audience.

At Outpace, we provide a 360-degree social media marketing strategy. Our team will analyze your business to give you a breakdown of the key demographic of your audience, and then build a social media marketing campaign with engaging and relevant content to get your business quantifiable results. Contact Outpace today to unleash the potential of social media marketing for your business.